Colonia Futura is a perfume that comes with a loud message of sustainability. This is no surprise, of course, as over the last two years or so, consumers have been demanding more sustainability from their products, and perfume is no exception. There are two key elements to consider when thinking of sustainable perfume; the juice itself, and the packaging – Colonia Futura aims to address both.
So, how exactly is this new cologne from the historic Italian brand sustainable and eco conscious? Acqua di Parma are billing Colonia Futura as their “declaration of love for nature” and in that vein, it contains 99% ingredients from a natural origin. The packaging has also changed to fit this new drive of friendliness towards nature – the traditional Bakelite cap has been replaced with one made from recycled and recyclable plastic, whilst the bottle (excluding the spray mechanism, which can be removed) can also be recycled. Perhaps the coolest innovation is the label on both the bottle and box, which is fashioned from scrap dust from marble quarries. That’s pretty neat if you ask me.
It’s Fume Chat, it’s Fume Chat, here we go! That’s right, folks, a brand new episode of Fume Chat is ready for you to download and enjoy. Our latest is a companion episode to Episode 16 (Molecule Mania) and this time we’re talking about the positives and negatives of natural perfumery. What makes it so tricky and why can natural perfumes sometimes come off smelling a little bit flat? And why do Nick and I find it a bit ‘meh’ overall? Find out in this latest episode of Fume Chat, in which we will sniff some fabulous natural stuff.
In the perfume industry there is a lot of emphasis on things being natural and people tend to be sceptical of fragrances that aren’t literal in their representation of nature. There’s a thirst for realism and more often than not, people want ‘real’ flowers in their juice, rather than ‘synthetic’ ones. Natural doesn’t always mean better though and it’s a known fact that the use of synthetic ingredients or isolated materials has allowed the industry to move forward in leaps and bounds (it’s also a fact that synthetics are generally more stable and long-lasting than many naturals). Without a mixture of the two, perfumes often feel flat and two-dimensional. Chemophobia may be the moral high ground (or complete, utter craziness, if you ask me), but it’s the embracing of new materials and technologies that allows for true innovation and artistry in the world of fragrance.
One of the most fascinating examples of innovation in perfume is Headspace technology. Developed in the 1980s, Headspace acts as a fragrant camera that captures and decodes the molecules in the air surrounding a particular material or object, providing a perfumer with raw data they can use to piece together a familiar smell using other notes and ingredients. Without Headspace, our perfumes would be devoid of such wonderful things as lily-of-the-valley, caviar and nail polish. It’s an important tool that allows perfumes to truly represent the world around us, and in some instances, an imagined world that is greater than our own.