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The Candy Perfume Boy has afforded me with a huge number of wonderful opportunities and amazing moments over the years, but to date, none have been more awe inspiring than a trip that happened earlier this year. I was invited to attend the launch of an entirely new brand called Anima Vinci in none other than Grasse: the home of perfumery in the South of France. Who could say no to a morning spent picking rosa centifolia in a small field in the centre of Grasse, followed by a trip to Art et Parfum, the home of legendary perfumery Edmond Roudnitska? Not this blogger, that’s for sure!

Anima Vinci was founded by Nathalie Vinciguerra, a Corsican native who has dedicated her career to perfumery, working at Penhaligon’s and L’Artisan Parfumeur as Creative Fragrance Director. During her time with these brands she developed over 40 fragrances, so Nathalie knows perfumery, that much is evident and her fragrance brand celebrates both passion and energy (two things Nathalie has in abundance) through five fragrances that pay homage to key olfactory families. In Latin, Anima means ‘soul’ and Vinci means ‘to conquer’ and if these five fragrances do anything it’s conquer the senses and energise the soul. Anima Vinci is a brand you’re going to want to know about and in this piece I hope to introduce you to the five wonderful fragrances in the collection.

Joy Forever
JOY FOREVER – A Modern Type of Joy

French couturier Jean Patou launched his iconic flagship fragrance ‘JOY‘ in 1930, almost immediately after the Wall Street Crash of 1929. Patou created his signature fragrance with a view of making it an affordable luxury for those that were no longer able to shroud themselves in the couture of the day. Quite ironically however, the fragrance was known as the ‘most expensive perfume in the world’ for quite some time, due in part to its prominent use of natural jasmine which, as you will all know, doesn’t come cheap.

It seems poignant almost that the house of Patou should launch a new interpretation of JOY in 2014, whilst the world is in the midst (and hopefully at the back end of) a global financial crisis. This new version of Patou’s classic is entitled ‘JOY FOREVER‘ and is described by the house as being a “stunning floral perfume that unveils a new chapter in continuing story of JOY“. Created by perfumer Thomas Fontaine for “today’s discerning woman”, JOY FOREVER is a more translucent, radiant and vibrant take on one of perfumery’s most iconic and timeless perfumes.

“Her mother may have worn JOY for its sheer luxury but she will choose JOY FOREVER for its natural quality and scent. She lives for the moment….she lives for today!”

JOY FOREVER joins the likes of Chanel’s Nº5 Eau Première and Guerlain’s Shalimar Parfum Initial as entry level fragrances for those that aren’t quite ready to commit to the classics. Perhaps the most surprising thing about it is the fact that, whilst it doesn’t smell anywhere near as heady, intense or timeless as the original JOY, it does look back to the past, not quite as far back as 1930 mind you, but instead it looks to the aldehydic florals of the 1980s, from which it takes more than a few olfactory cues.