Out of over 300 fragrances launched last year, roughly a third had jasmine in them, either in the starring role or as a crucial supporting player. Its white petals produce an oil which is an ingredient in almost every fine perfume. Breathe in and you’ll detect it in Estee Lauder’s Beyond Paradise, Givenchy’s Organza, Dolce & Gabbana’s Sicily, Lancome’s Miracle Intense, Dior’s Pure Poison, Michael Kors’s Michael, Vera Wang, Moschino Couture and both Marc Jacobs perfumes – the original and the more recent Blush.
Why the raging popularity? Jasmine just smells elegant, according to both men and women. It’s a timeless, classic scent that has immediate appeal for people of all ages. Plus, it has instant name recognition. Who hasn’t heard of jasmine? Spray it on and the people who get a whiff of you will think: "Ooh, she’s delicate and sophisticated. She just smells expensive."
Which isn’t too far from the truth. It takes 12,000 pounds of flowers from the Asian jasmine shrub to produce two pounds of the highly concentrated oil used in perfumery. Jasmine must be picked before dawn or 20 percent of its fragrance will be lost. More amazingly, its flowers continue to create fragrance even after they’re picked.
No wonder Woods of Windsor has devoted its latest toiletry line to the scent of jasmine. This very English, very historic company boasts a proud heritage of crafting classic fragrances built around one diva bloom like rose, forget me not, Lily of the Valley, lavender and mimosa. (In fact, over 75 percent of the company’s business is generated by these five floral fragrance brands). Jasmine was a perfect fit, and it was only a matter of time before Woods of Windsor came up with their take on it: White Jasmine.
In terms of fashion, the color white is just as much of a classic as black. It’s become a fashion-brand statement throughout all sectors of the market – think of all the companies with White Collections or White Scents. In interior design, after years of being deemed too bland or sterile, white is again a popular color for walls and bathrooms.
Funnily enough, for a company that’s been around since 1770, supplying the inhabitants of Windsor (yes, those Windsors – the British monarchy) with indulgent bath treats, Woods of Windsor had no range of products in white. Customers in this more modern age have started requesting classic white soaps and other pristine-looking products for their boudoirs.
Hence, White Jasmine, an extensive line of toiletries that includes every usable and giftable item you can think of: Fine Quality Soap, Talcum Powder, Dusting Powder, Conditioning Hand and Nail Cream, Body Moisturizer, Moisturizing Cream Bath, Moisturizing Body Wash, Invigorating Shower Gel, Perfumed Drawer Liners, Perfumed Drawer Sachets, Perfumed Wardrobe Sachets, Vaporizing Oil, Room Spray, Fragranced Glass Filled Candle with silver metal lid, and an Overnight Bag containing travel sizes of the cream bath, shower gel, body lotion and hand cream.
I tried the White Jasmin Parfum de Toilette and Body Spray. Both have brisk, invigorating top notes, surrounding jasmine with fruity accords and green leaves. The pure jasmine heart is sweetened and warmed by mimosa and enriched by our own native ylang-ylang, a perfect complement because it smells like jasmine itself. Musk and sandalwood round out the composition and give it a creamy, sexy, almost edible quality.
It’s a fragrance you want to get closer to; nuzzle into. The Body Spray is lighter, designed so you can spritz yourself from head to toe with it without asphyxiating everyone in your path. After a few minutes, it mellows into a fragrant aura rather than a distinct perfume.
The crystalline Parfum de Toilette makes more of a statement and lasts longer on your skin. Its flacon is refreshingly modern, with a conical shape and clean lines. It will look beautiful sitting on your vanity, or on the counter of your airy, all-white bathroom.