Arcaea Resurrects Extinct Flowers With First Fragrances Under Future Society Brand; Cosmetics News

 
• By Eileen Francis
  
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Coty and English footballer David Beckham announce a collection of eau de parfums rolling out to US retailers nationwide in January following a debut in JCPenney. Arcaea introduces biotech-based scents capturing the essence of extinct flowers, and Procter & Gamble’s Mielle hair-care brand launches its first ad campaign. More product launch and marketing news.

David Beckham Parfums
• Source: Coty

Boston-based beauty biotech Arcaea LLC will kick off the launch of its fragrance brand Future Society with the rollout of the Scent Surrection Collection, a range of six perfumes derived from the sequenced DNA of extinct flowers. In a 2 October release, the firm says the line “pushes the boundary of scent creation, embodying the essence of flora lost to time and formulated by the world’s most renowned perfumers including Jerome Epinette (Robertet Fragrances, Inc.), Daniela Andrier (Givaudan SA) and Olivia Jan (Givaudan).”

The company explains, “DNA sequencing technology made it possible to understand what scent molecules these flowers may have once produced.”...

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