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Can we get real for a second? Most modern mainstream masculine fragrances are pretty terrible. I’m sorry, but it’s true. Yes, of course there exceptions and some mainstream masculines are absolute masterpieces, but the truth is that most of the time, gents are simply offered more of the same. Things are always fresh and sporty, citrussy and woody. If that’s not the case then we’re talking “noir” and amber. It’s all very uninspired, very safe, and not very exciting.

“But not always” I hear you cry and you’re right. There are one or two mainstream brands out there who do actually give a hoot about what they’re making, balancing innovation with accessibility. Surprisingly, one of these brands is dunhill London, who are quietly making incredibly affable masculine fragrances that are a few steps above the hoi polloi. They’re not weird or challenging – they’re easy to get on with, made with good materials and with unique, intriguing facets. I’m a fan.

dunhill London’s latest is Century. They describe it as “a fresh new signature”, saying that it is “embracing the future” with “a new clarity”. Created by legendary perfumer Carlos Benaïm (Eau de Magnolia and Music for a While), who was also responsible for dunhill London’s remarkable ICON, Century is a transparent masculine fragrance that, like the concave, clear shapes found within its striking flacon, reflects a multi-faceted core – a heart of sandalwood. “Make your mark on the future” says dunhill London, and if they have anything to do with it, the future of mainstream masculine perfumery looks very promising.

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A New ICON
A New ICON?

Legends are born and not made, they say, but when it comes to perfume the icons of scent are most definitely crafted by someone, somewhere. Whether they become a classic or not however, is solely down to time, popularity and more often than not, quality. We may say something is iconic upon launch, but only when a scent has spent time circulating the necks and wrists of the perfume-hungry public, can one tell whether it is destined to survive or not. Many do not.

I speak of iconic fragrances because luxury goods brand, Dunhill’s latest launch, the optimistically named ‘ICON‘, is being positioned as a “signature masculine scent” for the brand and courts with the idea of being a modern classic within the genre. Created by perfumer Carlos Benaïm (click here to read my recent interview with Carlos re ICON) in conjunction with Dunhill’s Creative Director, John Ray, ICON is designed to portray “an integrally refined style that reflects the dunhill ethos of a self-assured, sophisticated urban gentleman”, capturing the ethos of the brand and the man who partakes in its offerings. Does that make the scent iconic? Only time will tell!