New Fragrance: Masque Milano Lost Alice Act IV -Scene I (Mackenzie Reilly) 2021

 

Masque Milano Lost Alice by Mackenzie Reilly

Masque Milano Lost Alice “Tea Party” © pre-launch courtesy of ÇaFleureBon Editor Ermano Picco and Masque Milano Evaluator

 How do you launch a new fragrance during a Pandemic, without trade fairs? Creative Directors Alessandro Brun and Riccardo Tedeschi of Masque Milano used their ingenuity and imagination for the third time for the launch of Masque Milano Lost Alice composed by Mackenzie Reilly of IFF (Ray-Flection and Madeleine debuted in a similar manner in 2020). A package containing a tea bag (drink me), Galantine candies (eat me) and five sample vials each representing different accords and the final perfume (smell me) was sent to journalists and content creators from all over the world with an invite to a google.meet ”reveal” 4/3/2021. Eighty-five of us attended virtually. Throughout the hour, Alessandro, Riccardo and Mackenzie Reilly (whose friends call her Alice!) took us through Masque Milano Lost Alice, whose name was only divulged at the end of the meeting– the perfume of “A Mad Tea Party” and the first gourmand in the Opera Series Act IV -Scene I.

Masque Milano Riccardo Tedeschi, MacKenzie Reilly of IFF and Alessandro Brun

Photo: Riccardo Tedeschi (L), Mackenzie Reilly and Alessandro Brun

 Lewis Carroll’s 1865 book Alice in Wonderland only partially inspired Masque Milano Lost Alice:

“Back in 2010, a few days before launching Masque Milano, I was invited to a premiere of Tim Burton’s Alice in Wonderland. It was my first time seeing a 3-D movie and the experience was so realistic that several times -unconsciously- I moved swiftly to the side, to dodge objects flying in the movie,” explains Alessandro Brun.

Mackenzie Reilly of IFF is New York based so the first contact was through email. They met in Grasse in 2019 and after hours smelling raw materials, they headed to lunch to toast their “nascent” collaboration (on Instagram Mackenzie is known as @nascentperfumer…hmmm). Lost Alice took 26 months to complete, but was well worth the wait, and down the rabbit hole I go –Michelyn Camen, Editor-in-Chief via press release and my own synopsis

Masque Milano Lost Alice photo courtesy of Masque Milano©

Smell Me: (Top Notes): Bergamot, Ambrette Seed (Laboratoire Monique Remy) LMR, Clary Sage France LMR, “Too much black pepper” (actually it isn’t at all)

Drink Me: (Heart Notes) Carrot LMR, Orris Concret LMR, English tea, white roses (painted red)

Eat Me: (Base notes) Sandalwood India LMR, Broom Absolue LMR, Fleur de Lait (Steamed Milk)

Watch for our review of Masque Milano Lost Alice

Masque Milano Lost Alice: 35 ml /$160

Available now on Masque Milano’s website here and samples in the USA at Perfumology– coming soon to stockists worldwide

Follow us on Instagram @cafleurebon @masquemilano @nascentperfumer @brunalessando @riccardo.tedeschi @magnificent @perfumology

Note: “Falling Down the Rabbit Hole” is a term many perfumistas use when they first “fall” in love with artistic and niche fragrances and the raison d’etre for our series Fragrant Awakenings, which began May16, 2014 with Deputy Editor with Tama Blough (RIP).

 

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13 comments

  • IcarusMidAir says:

    Such an exciting experience! It’s always a treat to hear directly from the people who created a fragrance, especially in real-time! Kudos to the MM team for their initiative!

  • Lilian says:

    I adore tea scents and fairytales, and this sounds absolutely dreamy. Can’t wait to try it!

  • Cynthia says:

    Interesting how these times have spurred creativity, such as here. I love the concept and the perfume sounds like a lot of fun! USA

  • Niña Bond says:

    26 months to create a fragrance. I certainly would love to know what all goes into creating a fragrance.

  • drjedi says:

    Interesting, creative way to launch Lost Alice (online). Wonder how “Smell Me” became Lost Alice – did people vote, and Smell Me got the largest votes? Name Lost Alice seems appropriate especially as there can be so many permutations and combinations of notes, accords, ages of ingredients, skill levels, and so on.

  • Niinocka says:

    I was noticing MM sachets with the tags on various content creators’ sites and wondering what was that about. 🙂
    Props to MM for succeeding at creating anticipation and curiosity.
    I love the name of the fragrance and the fact that a young lady perfumer has created it. A list of notes seems intriguing, too, so I can not wait for the review. 🙂

  • KateD says:

    Very cool that they found a creative way to launch! I think it says a lot about the brand…certainly more than a booth at a trade fair. It would be great if they’d post the google meet video for fans to enjoy.