An e-vite from COTY came through to my inbox, and all that was stated was a date, time and that a fragrance launch would be taking place at a secret location, hidden away in London somewhere. Now, immediately I was intrigued, and having gone to a fragrance launch organised by COTY before for the Davidoff; Horizon fragrance, I knew I was going to be in for a good time!
I was chauffeur driven in a Mercedes to the location, and as I got into the car, I was greeted by a large box, an envelope, a miniature bottle of Moet (that didn't last long..), and an iPad playing the promotional movie of the fragrance! 'Welcome to the JOOP; WOW! Experience!' I was amazed at the presentation of the box, as when I opened it, inside was the bottle of the fragrance placed within a Jaguars head, and to top it off, the box lit up! As the journey came to an end, I arrived at the secret location which was in fact the 'Six Storeys' in Soho, before being taken up each floor, group by group, to go through the JOOP WOW! Experience in full.
There were 4 floors in total, each of which gave an insight and more depth to the fragrance, and the story behind it.
FIRST FLOOR: 'Behind The Fragrance'
We were met by a fragrance expert; Will Andrews, and he took us through each of the different notes within the fragrance.
- Top Notes: Violet Leaf, Bergamot, Cardamom
- Middle Notes: Fir Balsam, Geranium, Vetiver
- Heart Notes: Cashmeran, Vanilla, Tonka Bean
I found with WOW! that it is very distinctive, and has a loud projection. The initial spray is rather sweet with the citrus notes coming through, yet takes a more muskier, creamy direction with the earthy tones and the rich, strong notes at the heart of the fragrance. Perfect for this time of year! I am a big fan of strong fragrances, so this is definitely a new contender for me. I particularly like the simplicity of the bottle's design, and one that I found was a rather different direction for the brand!
We were then asked to pick out some of our favourite notes within the scent, as if we were to create our own fragrance. I chose the Bergamot as my Top Note, Tonka Bean as my Middle Note, and the Vanilla as my Heart Note. Shortly afterwards, we made our way upstairs to the next floor for a lesson in 'Gin-Making'!
SECOND FLOOR: 'Gin Making based on WOW!'
Gin Mixologist; Patrick Hobbs gave us a lesson in creating our own Gin based around the fragrance using different layers within the drink. To start, I added a base to the drink, 50ml of Spice (I later regretted it.), 25ml of Citrus, 25ml of Floral Herb and two/three drops of Sweet & Floral. It's safe to say that I won't be taking up bar work or cocktail making anytime soon as my drink certainly packed a punch...
THIRD FLOOR: 'A lesson in Tailoring with Edward Sexton'
Dominic Sebag-Montefiore, a tailor from Edward Sexton gave us a lesson on the history of the clothes and how the suits and tailoring have changed throughout the years. My personal favourite, was the jacket with the red tie as I felt that the tie looked really bold and strong against the crisp, white shirt.
FOURTH FLOOR: 'Personalisation of the fragrance and food'
By the time we got to the fourth floor, I must admit that the gin that I had made, was starting to kick in.. Oops! We all got given the opportunity to personalise our fragrance bottle, so I chose to have 'MR.LC' engraved on mine, and I felt that it added a really personal touch, and it was a lovely way to finish the afternoon off! The whole event from start to finish was incredible! From the mysterious email, to the car journey, to the secret location, to the different activities on each floor, and to meeting new and familiar bloggers who I had only spoken to via social media!
I just want to thank COTY for the invite, it was an amazing event and I had a great time! Joop WOW! launches on Wednesday 1st February and is available to purchase here.
Will you be trying out WOW! by Joop? Have you tried any of the Joop fragrances before? If so, which is your favourite? Do let me know your comments down below, and don't forget to click that 'like' button!