Yardley London have made the very sensible decision to launch a collection (or The Collection) targeted at a younger market, in an effort to shake off their fuddy-duddy reputation; we all love a nice Yardley hand cream, but let’s face it, nobody under the age of 70 is voluntarily and openly reaching for a Yardley perfume to call their signature scent…but that might be about to change thanks to the arrival of The Collection by Yardley London.
The Collection consists of five jewel-inspired fragrances that are bright and attractive with a much more young and vibrant feel to previous launches. These are definitely crowd-pleasers, but they are still lovely with a good variety and I can see these being the sort of fragrances that would really suit girls, teens and twenty-somethings mostly, although there are a couple of slightly more grown-up scents too. What I like about these is that you can tell that a lot of thought has gone into their creation, regarding both the presentation and the fragrance itself.
I’ll just quickly run through the five fragrances; I accidentally ended-up with two bottles of Poppy Diamond and no Lilac Amethyst, which is why there are only four in the pictures. Lilac Amethyst is the most unusual of the five, with a good mix of interesting notes such as pear, amber, fig, peach flower, heliotrope and lemon. Next there’s Daisy Sapphire, which is designed to be the cheeky, playful one that contains notes such as sandalwood, white rose, apple and musk.
Poppy Diamond is the strong, punchy one with notes such as rose, peony, vanilla and honey. Flora Jade is a chypre with floral notes including jasmine and rose as well as peach, patchouli and moss. Finally there’s Rosie Ruby which is apparently the one aimed at rock chics, something I’m particularly happy about as it’s by far my favourite of the bunch; there’s a good mix of fruity and flowery notes including pear, peach, peony and rose with a woody base.
It would be so easy for Yardley London to create an easy, vanilla/jasmine mix (not that I’d complain!) fragrance with all the sweetness and sugar in the hopes of attracting a younger customer base, but they haven’t done that, and instead they’ve carefully thought out an impressive collection of five standalone fragrances that really do have their own little personality and should work as a great introduction to fragrance for anyone starting out who would like to find their first signature scent.
I realise I’ve been focusing on the fact that they’re aimed at young people and fragrance newbies, but there really is such a good mix in The Collection and I worry that it’ll be too easily dismissed. It’s a clever, attractive selection that’s really impressed me and got me thinking about Yardley London in a whole new light, stepping beyond the lavender body sprays and rose hand creams. The Collection by Yardley London is out now with each fragrance priced at £25. Find them all here – link.