Floral Street has launched Scentsticks, solid fragrance balms designed to be layered over existing perfumes and refreshed on the go, its play on the "scentmaxxing" trend of combining formats for a longer-lasting, personalised scent. They arrive in four of the brand's bestsellers, including Wild Vanilla Orchid and Electric Rhubarb.
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The format is pitched to smell as strong and last as long as a full perfume, with a 15% fragrance oil concentration, the level of a standard eau de parfum rather than a lighter body mist, packed into a compact, portable stick. It also leans into fragrance's "skinification": the balm contains hyaluronic acid and jojoba oil plus a shimmer finish, positioning it as part scent, part skincare-and-cosmetic.
Founder Michelle Feeney frames the brand's approach as taking an established trend and doing it the Floral Street way, refillable and highly scented, rather than racing to be first.
Scentsticks launch online on 2 September and in Boots on 9 September.
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