Yardley introduces its first ‘premium’ fragrance

Yardley has announced it is launching its first premium fragrance in February next year. Polaire is the brand’s first chypre scent and will retail at a more prestige price of £19.00 when it launches next spring. The increased retail cost reflects the cost of the raw materials involved in making this new scent.

Speaking at the launch today, Question Higham, managing director of Yardley London said: “We have taken inspiration from our past for this launch and have revisted our archives to look at scents and bottles from the decadent and fun era of the 1920s. We wanted to create a chypre scent but one which had a modern take and which would appeal to our core audience and also a younger customer.”

Polaire takes its name from a French silent film actress from the 1920s and the bottle is elegant and timeless in design, and takes its inspiration from the Art Deco movement, according to the company.

The juice has top notes of pear and freesia, a heart of rose, ginger, and pink pepper and a base of patchouli and amber. The fragrance was created by French/Armenian perfumer Juliette Karagueuzoglou for IFF. Yardley will be supporting the launch in select media titles from the new year.