July was the first time we learned of ELO's new scent La Fin du Monde.  Etat Libre d’Orange is known for its eccentric and controversial marketing, and there is no doubt that the Creative Director Etienne de Swardt,(who is one of my favorite people in perfumery) is not interested in promoting fragrance in a conventional way. The Countdown continues:

“Okay, we know what you’re thinking. Been there, done that, bought the t-shirt. Apocalyptic visions, Armageddon. Doomsday cults, mass suicides. The Mayan calendar. We endured the panic of the Millennium. We’ve seen the films, from “Dr. Strangelove” to “Melancholia”. We know the New Testament prophecies, we’ve heard about the End Times and the Rapture. So there it is – the story of how the world ends. We now know what it will look like. But there is still one important question: How will it smell”-Etienne de Swardt

Notes: Pop-corn accord, carrot seeds, cumin seeds, sesame, black pepper from Madagascar, freesia, vetiver from Haiti, sandalwood, kernels of ambrette absolute, orris absolute, styrax, canon powder accord…

Perfumer: Quentin Bisch from Givaudan

Etat Libre D’Orange plans on a simultaneous launch at the Paris and London stores in October as well as the PITTI  today in in Florence, Italy.

source: Etat Libre D'Orange

Suggested retail price:
100mL: 119€/$149/£99
50mL: 69€/$90/£59.50

Editor’s Note: I admit that I have a preview sample and to my nose it certainly doesn’t smell like Orville Redenbacher popcorn nor chaotic destruction, but it does smell sensual, sweet and actually quite good. If you want to follow the countdown click here

source: Etat Libre D'Orange

–Michelyn Camen, Editor in Chief