Meet The Twilly d'Hermès, The Latest Scent For Millennials

By Adele Chan
 
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The Twilly d’Hermès fragrance bottle.
 
When Hermès launches a fragrance — actually, when they launch anything — it’s a big deal. And when they launch a fragrance that specifically targets millennials, it’s an even bigger deal. I recently attended the regional launch of the brand’s latest fragrance, Twilly d’Hermès in Tokyo, and had the good fortune to meet and chat with their perfumer-designer, Christine Nagel, who created this new scent.
 
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Christine Nagel with the Twilly d’Hermès fragrance bottle.
 
It’s clear from the start that Christine intended to create a perfume that was youthful, free-spirited and different. In fact, this is perhaps Hermès first real attempt at targeting a millennial audience; and before I even got a whiff of the actual scent, I felt that the bottle design said it all. It’s a whimsical square glass bottle with a round top hat, and a colourful silk ribbon tied as a bow around its collar. It’s a fun design that has some wit to it; yet it remains classy and feels expensive. And let’s be honest — you’re buying Hermès; for the price you’re paying, you want it to feel expensive.
 
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The Twilly d’Hermès fragrance bottle.
 
Christine tells me that she chose three key ingredients for Twilly d’Hermès: Tuberose, Young Ginger and Australian Sandalwood; common ingredients individually, but an uncommon combination when paired with each other. The result is a scent that inspires freshness and some mystery.
As usual, I took this new fragrance around the NYLON office and asked my colleagues what they thought of it. Tami, NYLON’s Associate Editor and beauty expert says it smells “carefree”. Jade, our Beauty Writer immediately thought it was “sweet, but refreshing”. This was seconded by our lifestyle and tech writer, Joel, who says that to him, the fragrance smells “sweet, but light”, and he imagines “being in a field of flowers”. But more interestingly, the team’s designer, Patrene, and Media Executive, Eleni, say that the scent makes them feel “calm”, “almost like there are essential oils in the perfume”.
I’m not so sure that was what Christine was going for when she envisioned a scent for the youth, but as she says, the best compliment she could ever have is for someone to wear the perfume and enjoy it.
 

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Twilly d’Hermès, eau de parfum.
Available in 30ml, 50ml and 85ml sizes, $107 to $221, at Hermès stores, department stores and authorised perfumeries.
Visit hermes.com to discover more from the brand.
See my 48-hour photo journey in Tokyo here.