Review of Illicit Flower: A New Fragrance From Jimmy Choo!
By Alison Blackman
Rarely if ever do I begin a fragrance review with a video promo, but I’m starting my review of Jimmy Choo Illicit Flower with the 20-second promo video. It so perfectly fits the vision of this fragrance.
Now that you’ve watched the little video featuring spokeperson Sky Ferreira and if you take a look at the photo of the carton and the bottle below, you can’t help but notice that it has to be for a young, bold, free spirit with taste and money (earned or daddy’s). The presentation is feminine but not girly. It’s socialite allure: sleek, elegant, almost architectural.
Who Is the Illicit Flower Woman?
Spokeswoman Sky Ferreira is the fabulous face of this fabulous fragrance as she was with Jimmy Choo Illicit. It makes sense. Sky is a stunning young woman but she’s relate-able, almost as though she could be your new BFF if you played your cards right. But she gives off a glamorous vibe and calls attention to herself (in the 20-second promo at least) to show that the woman who wears Illicit Flower isn’t a shy and retiring type. “Sky perfectly portrays these qualities with her uninhibited personality and appetite for good times” says Sandra Choi, Creative Director of Jimmy Choo
The outer carton, done in dimensional pink metallic triangles, is bold, but the inside shows a feminine side — a surprisingly shiny peachy-pink interior (the actual fragrance juice is more light pink). And I love the bottle! The facets embossed in the clear, round glass bottle reflect the light and everything around it like jewels. But the design is only a nod to art deco, and is more modern. I see the bottle design as evocative of an urban skyline, or perhaps, a social media chart showing how many “likes” our Illicit Flower wearer as gathered that week or that month. he outer carton, done in dimensional pink metallic triangles, is pretty to look at with a surprisingly shiny peachy-pink interior, even though the fragrance juice is light pink.
The Advice Sisters got a whiff of Illicit Flower and immediately knew it was positioned exactly right: a young, spirited bright, fruity floral for a glamorous girl who knows how to make people stare. With Illicit Flower on her skin, people may move in closer for a sniff of her new sensual and fresh and fun and feminine fragrance.
The Likely Consumer:
Jimmy Choo Illicit Flower isn’t an overly complex fragrance, but it is chic, especially as a Summer flanker. The main audience will likely be younger women who can afford a fine fragrance, but who don’t want something so different that they don’t understand it. It’s going to be a hit anyone who just wants something “pretty” to wear for those special Summer occasions and to keep the feeling going into the chill of the Fall.
EDT Vaporisateur 100 ml – 3.3 fl.oz. Natural spray $98.00 a 2
2 fl. oz. Natural Spray $75.00
1.3 fl. oz. Natural Spray $55.00
Available at Macy’s, Macys.com, Nordstrom and Nordstrom.com