O Boticário Introduce Brazil to Cherry Blossom: Floratta Cerejeira em Flor & Floratta Cerejeira em Pétalas (2013) {New Perfumes} Cherry Blossom Goes Global {Trend Alert}
O Boticário have launched two new women's fragrances in the Brazilian market inspired by the Oriental theme of renewal from winter to spring symbolized by cherry Blossom. This floral note has become extremely popular on the international level in the last few years {See Here & Here}. The fact that Brazil, the largest fragrance market in the world as of 2012, is now going to be introduced to it by a major brand - in 2003, WWD called it "the largest cosmetics and perfume merchant by store count in the world,"- confirms the fact that cherry blossom is not to be considered solely as being an adaptive note to the tastes of Asia. The two new perfumes are called Floratta Cerejeira em Flor & Floratta Cerejeira em Pétalas; the latter is a limited-edition...
The advertising campaign is based on the slogan that women, like the scent of cherry blossom which signals the renewal of nature, can transform the world around them. The campaign has been approached in a multi-layered manner.
The print advert was shot in Paris by French photographer Christophe Rihet with models Léonore Masson (Metropolitan Models) and Giulia Berreti (Evidence Models).
Ex 80s top model Anushka and her collector wardrobe of vintage dresses and shoes, were put to contribution. In the end, a vintage flowing salmon pink Carven gown was chosen to illustrate the sakura theme.
The TV commercial entitled "Arvore" (Tree) was shot in the vicinity of Sao Paulo in a local Buddhist temple.
Floratta Cerejeira em Flor is said to be a fresh oriental with notes of: fresh fruits, mandarin, berries, apricot / Lily of the Valley, Muguet, Honeysuckle, Gardenia, Jasmine, Orange Blossom / Sandalwood, Amber, Praline, Musk, Caramel.
Floratta Cerejeira em Pétalas, a limited-edition, is described as a floral bouquet with notes of Bamboo Leaves, Lily of the Valley, a fresh spicy accord, apple, Lychee, Pear, Pink Pepper / Violet, Freesia, Muguet, Gardenia Cherry Blossom, Osmanthus, White Cedar / Cedar, Sandalwood, Musk, Vanilla, Tonka Bean, Oakmoss.
From mostly Japanese, the cherry blossom theme is becoming global, like dare we say, sushi? As we know in the latter case local transformations have taken place like in the case of the Californian roll; we can therefore expect to see the cherry blossom note being interpreted in new ways thanks to its travels worldwide instead of just signalling the cultures of Asia. This phenomenon has already taken place for the oud note which has travelled from the Middle East to a large part of the rest of the world while getting adapted in the course of its acculturation process.
