Parfum Du Jour | KKW Fragrance Crystal Gardenia Oud
Celebrity fragrances have seen a 22% decline in sales in the last year, from £56m in 2015 to £44m in 2016. Reasons range from growing cynicism towards celebrity endorsement to consumers no longer wanting to smell the same, and instead opting for niche brands. With the exception of the odd fragrance, I’ve never taken well to celebrity perfumes. However, when Kim Kardashian announced the launch of KKW Fragrance I got a completely different vibe from her previous fragrance launches in that this seems very detached from the typical celebrity fragrance with a garish bottle, sickly sweet scent and excessive celebrity branding. KKW Fragrance on the other hand is pared down and minimalistic in its branding and packaging, and possesses a more personal touch, with Kim Kardashian making reference to trips to the Middle East, the smell of gardenia evoking memories in Hawaii and most notably the healing power of crystals following the 2016 robbery in Paris, hence the crystal motif throughout the fragrance campaign. The KKW line features three fragrances, each inspired by particular crystals – citrine for Gardenia Oud, rose quartz for Gardenia Citrus and clear quartz for Crystal Gardenia. Unsurprisingly I opted for the former, Gardenia Oud, and having a thing for crystals myself – I don’t believe they contain healing properties they’re just pretty to look at – I opted for Gardenia Oud without realising that the fragrance would be delivered with actual citrine crystals, my birth stone, just a day after my birthday. Make of that what you will!
As with other KKW Beauty/Fragrance launches, I amongst tens of thousands of customers bought the fragrance blindly, but I was sold on the description and the notes alone. Opens with captivating top notes of bergamot and lavender, while a blend of exquisite red rose and inviting jasmine is highlighted by soft spices lending to the floral depth. Gardenia Oud falls into the category of oud fragrances that are on the soft, floral side; someone on Fragrantica even compares Gardenia Oud to Jo Malone’s Velvet Rose and Oud, and I’m inclined to agree. Gardenia Oud has a nostalgic element for me as it’s a fragrance I can imagine my mother wearing.
My verdict on Gardenia Oud? 😍 heart eyes emoji for everything – packaging, concept and scent. My only gripe is that Gardenia Oud isn’t long lasting, therefore might help to layer with other fragrances. I’ve tried to enhance the rose note by layering Gardenia Oud with Dior Oud Ispahan and Clinique’s Beyond Rose.