I like to think that I’m not an insufferable perfume snob, but on occasion I do have to check myself and ensure that I’m not biased by brand names, or that I don’t turn my nose up at something just because it’s not the sort of thing I would usually wear. So I’m an occasional snob, which is OK, I guess! The latest from Joop! was one such moment where I had to remind myself that a scent should not be judged by its name and I’m glad that I gave it chance because it’s actually rather decent!

Wow! was created by perfumer Christophe Raynaud (Guerlain My Insolence and Penhaligon’s The Coveted Duchess Rose) and is described by Joop! as being a “fresh woody addiction” of a scent that plays “with excesses and overdoses”. It’s a fragrance that speaks of confidence but does so with depth and complexity – it’s not just a scent of brovadao and no substance, Wow! actually delivers an interesting and masculine fragrant experience that is incredibly modern, not to mention utterly enjoyable.