After launching the wildly popular fragrance Digital in 2008, the house of NET:101 has unveiled Social. The nose behind this composition, Tim Martin was following the idea of creating a classic business fragrance, “One that would last for years and be the type of scent that organisational stakeholders would adore.”
The notes of Social are composed in accordance with Martin’s personal tastes, who also wanted to create a structured yet approachable composition. In line with that Martin said, “I like strategic-analytical notes and we’ve never done this type of fragrance before, it’s more bottom-line focused than any of our other business scents. But I also wanted to invoke a sense of journey through exotic lands and new ideas.”
Social opens with sparkling notes of warmth and humour. The middle notes introduce a kaleidoscope of content – rich imagery, cascading text, streaming sight and sound. It’s a rush. The base notes create a sense of intellectual order: objectives, reports, goals – there’s no denying an underlying seriousness here. It’s a remarkable balance of weight and counterweight, heavy sillage, and will find broad appeal with execs from both the commercial and not-for-profit sectors. Its longevity is one of the most impressive on the market, lasting several business cycles and often longer.
When I first experienced Social I felt as though I had stepped into an environment where everything just seem to work. It inspires feelings of confidence, focus and experimentalism. While it’s squarely targeted at the corporate environment it exudes enough playfulness to be worn outside of office hours. I find myself being drawn back to Social time and again – without doubt it’s another classic in the make. The packaging also, as you would expect, is gorgeous.
Available in Australia only. RRP $795