Called Electric Rhubarb, the fragrance combines white florals (island gardenia, frangipani and jasmine sambac) and Australian sandalwood with the scent of English rhubarb and ‘an unexpected blast of salty sea air, to make this an instant mood lifter’.
Electric Rhubarb will be officially launched in May, to coincide with the RHS Chelsea Flower Show, at the Floral Street flagship store in London’s Covent Garden, and in selected retailers including John Lewis & Partners. It will also be sold online at www.floralstreet.com.
The bottle (in 50ml form or as a 10ml eau de parfum bottle) features original artwork of a flower mural created exclusively for Floral Street by London photographer Matthew Donaldson.
The fragrance is tucked inside a ‘ground-breaking’ pulp carton with an embossed lid, made from recyclable and biodegradable paper packaging and held together with a reusable boldly coloured band. The box can be repurposed to house keepsakes or as a seed tray for plants and herbs.
Michelle Feeney, founder of Floral Street, said: “The inspiration for Floral Street fragrances came from its namesake road in Covent Garden. I connected its nostalgic floral history to the present-day obsession with all things flora, to create a modern collection of fragrances, powered by flowers.
“We are therefore thrilled to be partnering with the RHS. This is a wonderful opportunity to bring together our expertise in creating fragrances and the horticultural talent of Britain’s leading gardening charity.”
RHS licensing manager Cathy Snow added: “The Floral Street RHS fragrance is a delightful addition to the RHS Licensing programme, and a perfect partnership of two respected brands with very strong floral associations. I’m certain it will enjoy a very positive response from lovers of fine fragrances – and of beautiful flowers!”