Boots becomes exclusive stockist of revived fragrance house Girard
Released
on: September 26, 2008, 6:31 am
Press
Release Author: Boots
Industry:
Retail
Press
Release Summary: Boots has become the exclusive stockist of fragrance
house Girard, a brand that was originally created at the turn
of the 20th Century and which has now been revived eighty years
on
Press
Release Body: In the early 1920s it was the French fine fragrance
houses that dominated the market, especially once Chanel No.5
was launched in 1921. However, a British fragrance house, Girard,
had been popular since the turn of the century, and now approximately
one hundred years after it first went on sale, the brand has been
revived with Boots becoming the exclusive stockist
of Girard.
The
original Girard
was a modern brand, sitting alongside contemporaries such as Chanel,
Floris and Penhaligons, with some of its advertising illustrated
by Gladys Peto, a member of the legendary Bloomsbury
Set. At its height, Girard offered fifteen
different fragrances and now some of these original recipes have
been reconstructed to form part of the new range.
Two
original recipes from the 1920s have been reinvigorated and will
be launched as a celebration of the brand's heritage. Bouquet
d'Orient is a rich spicy
oriental fragrance with top notes of Bergamot, Lemon and Neroli
giving way to a floral heart of Rose, Ylang Ylang and French Violet
Leaves to name but a few. These all rest on a warm resinous mélange
including Madagascan Vanilla, Tonka Bean, Myrrh and a hint of
Patchouli. In contrast Lysval is a floral
perfume with a cascade of flowers including Ylang Ylang, Indian
Jasmine, Rose petals and Orange blossom, supported by a particularly
French base which contributes to a Springtime floral essence.
The
lead perfumer on the project was Beverley Bayne at CPL
Aromas. She said of Girard: "The
challenge was to update the fragrance, keeping as close to the
original signature as possible whilst still appealing to the modern
nose. These fragrances are like fine French wine - the charm of
them is that they are meant to be savoured and have great depth."
Because
Girard was always such a contemporary fragrance
house, it is only fitting that some new fragrances enter the fold
on its relaunch. Three additional fragrances have been created
to accompany the original recipes, all evoked by some of women's
favourite destinations around the world - Bali Sunrise,
New York Nights and Provence Spring. Bali Sunrise is
a luscious green, floral and fruity fragrance, New York Notes
focuses on a citrus top note with warm base whilst Provence Springs
is a fresh floral perfume.
Girard
Brand Development Manager, Helen Tarver said: "The
beauty of archives is that you never know what you're going to
find. When I found a whole batch of original recipes and marketing
materials in the archives I felt instantly excited that I had
found some "buried treasure" that was worth resurrecting."
About
Boots
Boots is the UK's leading
retailer of health and beauty products, including fragrance,
as well as health information.
Boots
Pharmacy Superintendent is responsible for healthcare advice provided
in relation to Pharmacy medicines and other healthcare advice
located within the Boots Pharmacy pages of Boots.com. Boots.com
is the trading name of Boots.com Direct Limited (VAT no. 116 3001
29) an Alliance Boots company. All other information and advice
on boots.com is the responsibility of Boots.com Direct Limited.
Web
Site: http://www.boots.com
Contact
Details: Nicole Leftwick
Girard Press office
Lexis PR
8 Bolsover St
London
W1W 6AB
0207 908 6594
2009
