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5 October, 2010
Memoir - the new fragrance from Amouage
“Things of the earth exist only a little. True reality is only in dreams."
Charles Baudelaire
 
Amouage announce the launch of Memoir, the new fragrances for man and woman. Consistent with the fragrances released over the past three years, Memoir presents a new chapter in the narrative conceived by Creative Director, Christopher Chong. Contorting the industry norm of a dominant woman’s fragrance, Chong instead conceived the two Memoir fragrances from an inherently male point of view. Memoir Man, an ingenious and inventive Fougère, took the creative lead that then informed the development of Memoir Woman.
 
Inspired by Baudelaire’s flâneur and the notion of participation-through-observation, Chong places his male character in a stark and subtly altered reality.Here he is forced to observe a splintered rendition of his state of being in two parts… one male, one female. The House has commissioned a new short film to bring this narrative to life.
 
Memoir Man is at once harmonious and challenging. Heart-and base-notes that include Frankincense, Lavender, Oakmoss, Leather and Tobacco provide a resonant backdrop for beguiling top-notes of Absinth, Wormwood and Basil. Mem oir Woman is more evasive. A shadowy mystical Chypre that takes the Absinth top-notes of Memoir Man and infuses them with the spice of Pink Pepper and Cardamom. The heart-notes artfully clash Precious Dark Wood and Frankincense with White Blossoms, Jasmine and Rose, whilst Labdanum, Leather, Musk and Oakmoss in the base provide a smoky, uncompromising conclusion to the fragrance.
 

   

Together, the Memoir fragrances offer a new interpretation of the ‘space’ between man and woman. Romance and nostalgia are replaced by a challenging portrayal of tension,flux and interconnectedness. These are modern, innovative fragrances that veer away from the traditional constructs of sentimentality or ‘sexiness’ in favour a new objectivity and individuality.
 
Memoir Man Eau de Parfum - 50ml £11 5, 100ml £145
Memoir Woman Eau de Parfum - 50 ml £135, 10 0ml £165
 

 In the UK, Memoir will be available at the Amouage boutique on Lowndes Street, SW1, at Harrods, Selfridges, Les Senteurs as well as selected boutiques nationwide, and online at www.amouage.com