Yardley London have made the very sensible decision to launch a collection (or The Collection) targeted at a younger market, in order to shake off their fuddy-duddy reputation; we all like a nice Yardley hand cream, but let’s face the facts, nobody under the age of 70 is voluntarily and openly reaching for a Yardley perfume to call their signature scent…but that might be about to change thanks to the arrival of The Collection by Yardley London.
The Collection consists of five jewel-inspired fragrances that are bright and engaging with a much more young and vibrant feel to previous launches. They are definitely crowd-pleasers, but they are still lovely with a good variety and I can see these to be the sort of fragrances that would really suit girls, teens and twenty-somethings mostly, however, there are a couple of slightly more grown-up scents too. Things i like about these is that you can tell that a lot of thought has gone into their creation, regarding both presentation and the fragrance itself.
I’ll just quickly run through the five fragrances; I accidentally ended-up with two bottles of Poppy Diamond with no Lilac Amethyst, which is why there are only four within the pictures. Lilac Amethyst is the most unusual of the five, with a good mix of interesting notes for example pear, amber, fig, peach flower, heliotrope and lemon. Next there’s Daisy Sapphire, which is designed to be the cheeky, playful one which contains notes such as sandalwood, white rose, apple and musk.
Poppy Diamond is the strong, punchy one with notes such as rose, peony, vanilla and honey. Flora Jade is a chypre with floral notes including jasmine and rose as well as peach, patchouli and moss. Finally there’s Rosie Ruby that is apparently the one aimed at rock chics, something I’m particularly happy about as it’s by far my favourite of the bunch; there’s a great mix of fruity and flowery notes including pear, peach, peony and rose having a woody base.
It would be so easy for Yardley London to create a simple, vanilla/jasmine mix (not that I’d complain!) fragrance with all the sweetness and sugar hoping of attracting a younger subscriber base, but they haven’t done that, and instead they’ve carefully considered an impressive collection of five standalone fragrances that actually do have their own little personality and really should work as a great introduction to fragrance for anybody starting out who would like to find their first signature scent.
I realise I’ve been focusing on the fact that they’re aimed at young adults and fragrance newbies, but there really is such a good mix in The Collection and I worry that it’ll be too easily dismissed. It’s a clever, attractive selection that’s really impressed me and got me thinking about Yardley London in a whole new light, stepping beyond the lavender body sprays and rose hand creams. The gathering by Yardley London is out now with each fragrance priced at lb25. Locate them all here – .
