Down the rabbit hole Le Monde Gourmand goes.
In honor of the 75th anniversary of “Alice in Wonderland,” the niche fragrance brand is teaming up with Disney to launch four new eau de parfums — Melodie De Thé, Potion Enchantée, Fête De Vanille and Rouge de Coeur — inspired by the original film. Each scent, $30 or $34 for a duo set, lends a hand to the fantasy world and its founding characters, inviting customers to experience the story in a new way.
“For us, the story of Alice, and the idea [of] falling down the rabbit hole and experiencing all of these different characters and vignettes, is very much like the concept of Le Monde Gourmand,” said Ann Somma, chief brand officer of parent company Tru Fragrance. “We have many fragrances on offer and each one offers this sort of opportunity to fall into this experience and this personality through olfactive. And so Alice was like a very multidimensional concept to us that is perfect for what we do.”
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This partnership, Somma continued, is unlike anything the brand has done before, given that the perfumer has only ever collaborated with real people. But more than that, this launch allows the brand to broaden its reach across generations. “While we love to have that human interface, we also love to just have something to sink our teeth into that has so much meaning for so many people, and to play with the story in that way,” Somma said.
With base notes of musks and infused with hibiscus tea and sugared lemon, Melodie De Thé is Disney’s Alice — the Alice viewers meet at the top of the film. “It’s inspired by that sort of beginning. Her innocence and her desire to explore this world that she’s found herself in. It’s a whimsical, light, easy fragrance,” Somma explained.
A fusion of blue cedarwood, star jasmine and raspberry peach, Potion Enchantée is the White Rabbit and the Drink Me Bottle rolled into an intoxicating scent. This is the most playful scent, according to Somma. “It’s like bubbly, bright with raspberry and kind of this very sniff me type of feeling, just delicious. The tint is also this bright, neon blue. And so it brings to life that idea of the enchanted potion bottle, and the intrigue of wanting to pick it up and see where it takes you,” she added.
A true gourmand, Fête De Vanille combines notes of warm hazelnut, fluffy vanilla and marshmallow creme. “This is the tea party with the Madhatter, beautiful and decadent,” Somma said.
Anchored by amber woods with notes of demask rose and pink pepper, Rouge de Coeur is the Queen of Hearts. Somma described this scent as “passionate,” an aroma filled with intensity. “If you remember that scene in the movie, the queen requests that all of the roses in the garden be painted with red. And of course, the way Disney approaches that is with these beautiful layers of dripping red paint. So that’s like this damask rose, this pink pepper scent. And it represents the Queen of Hearts and her nonsensical requests,” she continued.
Customers can purchase all four full-sized eau de parfums at Ulta. As for why the brand decided to launch exclusively with the retailer, Somma said: “Ulta is a place that you go and play. And we love the idea of Ulta kind of being your Wonderland, where you can come and experience the brand and this launch.”
