LONDON — Floral Street is poised for its biggest launch yet, a floral gourmand fragrance inspired by the Netflix series “Bridgerton,” and aimed at fans of the romantic costume drama set in Regency-era Britain.
Called Enchanted Masquerade, the fragrance was developed by the perfumer Jérôme Epinette of Robertet, and will launch on Thursday in tandem with the release of “Bridgerton’s” fourth series.
The eau de parfum is meant to capture the mood of the latest series, which sees a Cinderella-style love affair unfurl at a masquerade ball between the nobleman Benedict Bridgerton, played by Luke Thompson, and housemaid Sophie Baek, played by Yerin Ha.
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The series, based on the books by Julia Quinn, and produced by Shondaland, is Netflix’s fifth most-streamed TV show of all time. The fragrance is the fruit of a licensing deal between Floral Street, Netflix and Shondaland.
“We’ve never had so much excitement around the launch of a scent. It’s our ‘celebrity’ fragrance, and we see it as a halo over the entire range,” said Michelle Feeney, founder and chief executive officer of Floral Street, an indie brand with 12 vegan, sustainably sourced and packaged fragrances.
The new scent is launching exclusively with Boots, and rolling out to 150 stores. It will also be sold on the Floral Street website before rolling out to Marks & Spencer and John Lewis.
In the U.S., it will sell exclusively at Bloomingdale’s, which carries the Floral Street fragrances in Beautyspace.
Noah Rosenblatt, president of Beautyspace, said the partnership with Floral Street “continues to be a powerful point of differentiation,” in the store’s offer.
“The modern British aesthetic, sustainable ethos, and bold fragrances really resonate with our beauty‑curious customer in the U.S.,” said Rosenblatt, who’ll be launching Enchanted Masquerade across Bloomingdale’s’ top doors.
The scent is fresh and fizzy, like a cold glass of Champagne, with top notes that include juicy pear and mandarin. There are middle notes of gardenia and jasmine petals, while base notes include cedar wood and patchouli.
Feeney said she and Epinette were inspired by this season’s storyline and the idea of “unmasking your true self — much like Sophie removing her mask and revealing her identity to Benedict. It’s a scent you wear to capture attention, but also for laying your cards on the table and revealing who you truly are. It really connects with our brand motto, ‘Who will you be today?'”
She added: “The world is kind of crazy right now, and we all like a fairy tale. The fragrance has this sense of old-fashioned enchantment, allure, and escapism. I think that’s what’s also brought such a massive viewership to the show.”
Epinette, who developed all the Floral Street fragrances with Feeney, said the latest transmits “playful elegance. As it settles, the warm, cocooning base of vanilla and musks wraps you in a comforting, sensual, and elegant aura, like slipping into a beautiful outfit.”
Feeney said Floral Street has upped its marketing budget by 300 percent to support the launch. She’s made the brand’s first commercial, which will air mainly on social media, and created scented bookmarks that will be distributed to “Bridgerton” fans.
“We have gone very much for the fan base, which is massive,” said Feeney, a beauty industry veteran who’s also been promoting the juice among makeup artists and other behind-the-scenes creatives working on the show.
The eau de parfum is priced at 29 pounds for 10ml, and 78 pounds for 50ml. Feeney said a body mist will launch in a few months’ time.
Body mists, she said, are a growing category for Floral Street. “They’re attracting a new customer,” said Feeney, adding that 60 percent of younger customers who buy a body mist at Floral Street go on to buy a 10ml of the eau de parfum.
She plans to build that category, and will continue to create new scents in a bid to satisfy the modern customer who is eager to build a fragrance “wardrobe.”