The elixir of youth has been vainly searched for through the centuries and across the world. Brands in the beauty industry have been fast to catch on to the promise of its potential, endlessly offering us seemingly chimerical potions, with names such as ‘Time delay’, and guarantees along the lines of ‘smoother, firmer, younger-looking skin’.
Now perfumier Harvey Prince is arguing the fountain of youth is not in creams and lotions to annoint the skin but in fragrance to waft over it. It has launched what it terms the world’s first anti-aging perfume based on natural bio chemistry. This psycho-stimulant self proclaimed elixir is created with the goal of making its wearer smell younger by defying the age-related smell that emanates from your skin.
AgelessFantasy, a blend of pink grapefruit, mango, anti-oxidant rich pomegranate, jasmine and musk (apparently this is what young women smell of), promises to set off a ‘feeling of youth and excitement’.
Is this a clever marketing ploy or a bona fide product concept for the future?
