Primal Elements Perfumers Paintbox Makes Perfumers Of Consumers
This article was originally published in The Rose Sheet
Executive Summary
Primal Elements' Perfumers Paintbox lets consumers create their own signature fragrance with a palette of perfumed "paints" housed in a recyclable aluminum tin, the Huntington Beach, Calif.-based bath and aromatherapy product company said.
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Primal Elements' Perfumers Paintbox lets consumers create their own signature fragrance with a palette of perfumed "paints" housed in a recyclable aluminum tin, the Huntington Beach, Calif.-based bath and aromatherapy product company said. Perfumers Paintbox marks Primal Elements' "first big foray" into the personal fragrance arena, with others expected to follow. The bulk of the firm's business currently consists of scented gift soaps and candles. The palette of perfumes contains five talc-free, mica-based powdered fragrances in containers resembling small round pans of eyeshadow. Each powder contains scented oils and is colored according to its scent. Citrus is light orange, wood is off-white, musk is clear blue, floral is pink and herbal is green. The notes can be worn alone or combined as desired to create a unique scent, the company said. The powders are intended to be brushed, or "painted," onto the skin with the fingertips. When the fragrance is rubbed into the skin, the colors fade and disappear, Primal Elements noted. The company provides six suggestions for combining the notes in the kit. For example, to create a "fresh and clean" scent, Primal Elements suggests layering the citrus note over the herbal note. Additional combinations recommended by the firm include a "sultry" fragrance (musk, wood and floral notes), an "uplifting" scent (citrus, wood and floral) and a "peaceful" blend (floral and herbal). While Perfumers Paintbox is positioned to young women ages 18 to 25, the customized fragrance kit also is expected to appeal to women well beyond the target age group, the company said. The product is suitable for anyone interested in a "fun approach to perfuming" and in creating an identify for herself with a personalized, signature scent, Primal Elements said. Primal Elements historically has not supported its products with advertising. However, the firm noted it may consider a campaign for the new introduction later this year. While distribution for the portable fragrance bar is not yet confirmed, Primal Elements' scented soaps are available in 10,000 doors, consisting mainly of gift shops and Nordstrom stores. |