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Post by Azar

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Hello APJ!

I love to shop the discounters. It is not unusual for me to find a fragrance that I once coveted available online for less than half the original price. There is, of course, the issue of fakes. I rarely encounter one of those but when I do I consider it collectable, not unlike the antique replicas of precious wentletrap shells (Epitonium scalare) that are now worth far more than the real thing. There will be more on my fake fragrance collection in another post.

Maria Amalia by Morris, Italy 2006

Photo Stolen Perfume Emporium

Today I am considering the mass marketing mistakes that result in so many fragrances being relegated to the online and the brick and mortar discount bins. One recent find, Maria Amalia EdP by Morris Italy, has me wondering just what it takes to make a fragrance attractive in today’s mass marketplace.

The packaging and presentation of Maria Amalia EdP are beautifully done. Meticulously pleated cellophane, sealed with the perfume logo, wraps a silk textured box enclosing a heavy urn-shaped pressed glass bottle. Information about the fragrance is presented in a tiny foldout illustrated with the art of Pre-Raphaelite painter John Waterhouse (somewhat anachronous) and with stunning photos of the Maria Amalia product line.

Photo Stolen WikiCommons

The EdP itself is a bracing, totally unisex brew opening with a cool fruity/citrus accord lasting a moment or two before morphing into a combination of ginger, cardamom and angelica that creates an arresting impression of dusty gunpowder, spice, citrus and sweet herbs. This odd but exhilarating beginning expands to include scents of wet earth, lemon and may rose peppered with nutmeg and a touch of cinnamon. Maria Amalia dries into rosewood, myrrh, sandalwood and a residual aura of lemon and green herbs, a perfectly refreshing summertime spritz.

Photo Stolen WikiCommons

This fragrance was purportedly created from an original recipe of the favorite perfume of Maria Amalia of Austria (1764 – 1804). She was the daughter of Empress Maria Theresa and Emperor Francis I (the Holy Roman Emperor) and sister to Marie Antoinette. Maria Amalia was known for her flamboyant, cross-dressing life style and (unlike her sister) for her genuine generosity to the poor. Her life story reads like a novel.

That is all well and good but why did Maria Amalia – the perfume – end up in the discount bin?

I suspect that the historic references did not resonate with today’s consumer. Maybe the packaging and presentation were too old fashioned. Was 2006 too early for a real unisex fragrance or was Morris, Italy too closely identified with its German parent company, the hair-coloring experts, Schartzkopf/Henkel? Perhaps the demise of Maria Amalia had nothing whatsoever to do with marketing but was simply a result of the EU or IRFA fragrance regulations. Whatever the case may be I feel lucky to have stumbled upon Maria Amalia the fragrance. I have stocked up.

Further reading: Fragrance Bouquet and BaseNotes
Perfume Emporium has $15.29/50ml

Azar xx

Photo Stolen Kesha&Co

Maria Amalia GIVEAWAY

WHAT CAN YOU WIN?

This week we will have 1 USA winner who will receive:
1 x 5ml decant of Maria Amalia by Morris, Italy
P&H USA ONLY

HOW DO YOU WIN?

Open to USA ONLY who follow AustralianPerfumeJunkies via eMail, WordPress, Bloglovin or RSS. Please leave how you follow in the comments to be eligible. I must be able to check that you follow so if you have an email address on your gravatar that’s different to your follow address then please email me (portia underscore turbo @ yahoo dot com dot au) so I know. Yes, you can start following to enter, in fact it’s encouraged.

You must tell me how you follow APJ

and

Please tell us if you have heard of or have tried the Maria Amalia fragrance or give us your take on marketing perfume in the 21st century.

HOUSEKEEPING

Entries Close Thursday 25th June 2015 10pm Australian EST and winners will be announced in a separate post.
Winners will be chosen by random.org
The winners will have till Monday 29th 2015 to get in touch (portia underscore turbo at yahoo dot com dot au) with their address or the prize will go to someone else.
No responsibility taken for lost or damaged goods in transit.

This review of Maria Amalia EdP first appeared last week on Ellen Covey’s blog. You can win there as well!