19 Oct Bentley Launches a Unisex Sustainable Scent
Bentley Launches a Unisex Sustainable Scent
In a bold move that combines luxury with sustainability, Bentley Launches a Unisex Sustainable Scent. Bentley Fragrances has unveiled its latest olfactory masterpiece: Bentley BECOME. This unisex fragrance marks a significant departure from the brand’s previous offerings, embracing a new direction that aligns with the growing demand for sustainable luxury products. Launched on October 16, 2024, Bentley BECOME is set to redefine the fragrance industry with its innovative approach to sustainability and gender-neutral appeal.
The Essence of Bentley BECOME
A Fragrance for the Fearless Explorer
Bentley BECOME is more than just a scent; it’s a statement. Designed for the bold and daring, this fragrance embodies the spirit of fearless exploration. The scent profile is described as a spicy-floral composition, crafted to evoke a sense of boundless freshness and vibrant possibility. From the moment it touches the skin, Bentley BECOME releases a dazzling citrus burst of sweet orange and bergamot, setting the stage for an olfactory journey that is both invigorating and sophisticated.
The Mastermind Behind the Scent
The creation of Bentley BECOME was entrusted to master perfumer Alienor Massenet, known for her iconoclastic approach to fragrance design. Massenet’s independent and creative spirit is evident in every aspect of the composition, resulting in a scent that is both unique and captivating. Her expertise in blending bold ingredients has produced an uplifting, inspiring, and empowering olfactory experience that resonates with the Bentley brand’s commitment to excellence and innovation.
Sustainability at the Core
Bentley Launches a Unisex Sustainable Scent.
Partnering for a Greener Future
In creating Bentley BECOME, Bentley Fragrances has partnered with Symrise, a renowned supplier of upcycled, recycled, and renewable ingredients. This collaboration has allowed Bentley to harness cutting-edge innovation in sustainable fragrance production. The partnership extends to Symrise’s Grasse-based Maison Lautier, ensuring that the fragrance incorporates artisanal sourced plants and flowers of the highest quality.
Impressive Sustainability Metrics
The commitment to sustainability is not just marketing rhetoric; it’s backed by impressive numbers. Bentley BECOME boasts excellent sustainability ratings, with 70.81 percent renewable carbon content and 46.97 percent upcycled materials. These figures place Bentley BECOME at the forefront of sustainable luxury fragrances, setting a new standard for the industry.
Design that Speaks Volumes
A Bottle Inspired by Bentley’s Legacy
The design of the Bentley BECOME bottle is a testament to the brand’s dedication to both luxury and sustainability. Drawing inspiration from Bentley’s iconic design principles, the bottle radiates elegance with its signature roundness and meticulously crafted edges. The result is a flacon that embodies quiet luxury while enhancing the fragrance’s commitment to environmental responsibility.
Sustainable Packaging Innovations
Bentley BECOME introduces new details aligned with the brand’s commitment to sustainability:
- The cap is made of 100 percent recyclable aluminum
- A striking biodegradable green color gradient creates an impressive visual impact
- The fragrance name is boldly hot-stamped across the bottle
- The carton is recyclable and FSC certified
These design elements not only create a distinguished presence but also reinforce Bentley’s dedication to reducing environmental impact.
The Fragrance Profile
A Journey Through Scent
Bentley BECOME offers a complex and evolving scent profile that unfolds over time:
- Top Notes: The fragrance opens with a burst of citrus, featuring sweet orange and bergamot. These bright, zesty notes create an immediate sense of freshness and energy.
- Heart Notes: As the scent develops, it reveals a floral heart, likely incorporating elements such as jasmine or rose. These floral notes are balanced by spicy accords, adding depth and complexity to the fragrance.
- Base Notes: The foundation of Bentley BECOME is built on warm, woody notes. These deeper scents provide longevity and a grounding element to the fragrance, ensuring it remains captivating throughout the day.
The overall effect is a harmonious blend that is neither overtly masculine nor feminine, making it truly unisex and appealing to a wide range of fragrance enthusiasts.
Market Position and Availability
Pricing Strategy
Bentley BECOME is positioned as a premium fragrance, reflecting the brand’s luxury status while remaining accessible to a broader audience of fragrance connoisseurs. The Eau de Parfum is available in two sizes:
- 100ml EDP: EUR 85, USD 99, CHF 95
- 60ml EDP: EUR 60, USD 75, CHF 70
This pricing strategy places Bentley BECOME in the upper mid-range of luxury fragrances, making it an attainable luxury for many consumers.
Where to Purchase
Bentley BECOME is available now through Bentley’s official online store. This direct-to-consumer approach allows Bentley to maintain control over the presentation and narrative surrounding the fragrance, ensuring that customers receive the full luxury experience from purchase to unboxing.
The Broader Context: Sustainability in the Fragrance Industry
A Growing Trend
Bentley’s launch of a sustainable, unisex fragrance is part of a larger trend in the beauty and fragrance industry. Consumers are increasingly demanding products that align with their values, particularly when it comes to environmental responsibility. According to a report by McKinsey, 60-70% of consumers are willing to pay more for sustainable packaging.
Challenges and Opportunities
Creating a truly sustainable fragrance presents numerous challenges, from sourcing ingredients to packaging design. Bentley’s approach with BECOME demonstrates how luxury brands can innovate to meet these challenges:
- Ingredient Sourcing: By partnering with Symrise and utilizing upcycled and renewable materials, Bentley addresses concerns about the environmental impact of fragrance ingredients.
- Packaging: The use of recyclable and biodegradable materials in the bottle and packaging sets a new standard for luxury fragrance presentation.
- Gender Neutrality: By creating a unisex scent, Bentley appeals to a broader market and challenges traditional gender norms in fragrance marketing.
The Future of Luxury Fragrances
Setting New Standards
Bentley BECOME represents more than just a new product launch; it’s a statement about the future of luxury fragrances. By combining high-end craftsmanship with sustainable practices, Bentley is setting new standards for what consumers can expect from premium brands.
Potential Industry Impact
The success of Bentley BECOME could have far-reaching implications for the fragrance industry:
- Increased focus on sustainable ingredients and production methods
- More transparent communication about sustainability metrics
- A shift towards gender-neutral marketing in fragrance
- Greater collaboration between luxury brands and sustainable suppliers
Consumer Response and Early Reviews
While it’s still early days for Bentley BECOME, initial responses from fragrance enthusiasts and industry experts have been positive. Many have praised the brand’s commitment to sustainability without compromising on luxury or scent quality. The unisex appeal has also been well-received, with reviewers noting the fragrance’s versatility and broad appeal.
Bentley’s Fragrance Legacy
A Decade of Olfactory Excellence
Bentley BECOME marks a new chapter for Bentley Fragrances, which recently celebrated its 10-year anniversary. Over the past decade, Bentley has established itself as a serious player in the luxury fragrance market, known for scents that embody the same craftsmanship and attention to detail as their automobiles.
Evolution of the Brand
The launch of BECOME represents a significant evolution for Bentley Fragrances. While previous offerings have often leaned towards more traditionally masculine scents, BECOME’s unisex approach opens up new possibilities for the brand. This shift aligns with broader trends in the fragrance industry towards more inclusive and diverse offerings.
Marketing and Promotion
Targeting the Conscious Luxury Consumer
Bentley’s marketing strategy for BECOME focuses on appealing to the conscious luxury consumer – individuals who desire high-end products but also prioritize sustainability and ethical production. The campaign emphasizes the fragrance’s sustainable credentials alongside its luxurious qualities, creating a narrative of responsible indulgence.
Digital-First Approach
Given the current landscape of luxury retail, Bentley has adopted a digital-first approach to promoting BECOME. This includes:
- Immersive online experiences showcasing the fragrance’s journey from concept to creation
- Social media campaigns highlighting the sustainable aspects of the product
- Virtual sampling programs to allow consumers to experience the scent remotely
- Partnerships with eco-conscious influencers and thought leaders
The Broader Impact on Bentley’s Brand
Aligning with Corporate Sustainability Goals
The launch of BECOME is not an isolated initiative but part of Bentley’s broader commitment to sustainability. In recent years, the Bentley Motors has made significant strides in reducing its environmental impact, from manufacturing processes to the development of electric vehicles. BECOME serves as a tangible expression of these values in a new product category.
Attracting a New Demographic
By entering the unisex fragrance market with a sustainable product, Bentley is positioning itself to attract a younger, more environmentally conscious demographic. This move could have positive implications not just for the fragrance line but for the Bentley brand as a whole, potentially influencing perceptions of the company’s automotive offerings.
Conclusion: A New Era for Luxury Fragrances
Bentley BECOME represents a significant milestone in the evolution of luxury fragrances. By combining sustainability, gender inclusivity, and high-end craftsmanship, Bentley has created a product that speaks to the values and desires of modern consumers. The fragrance’s success could pave the way for a new era in the industry, where luxury and responsibility go hand in hand.As consumers become increasingly aware of the environmental impact of their purchases, brands like Bentley that take proactive steps towards sustainability are likely to gain favor. BECOME is not just a new fragrance; it’s a statement of intent, signaling Bentley’s commitment to innovation, sustainability, and inclusivity in all aspects of its brand.
The launch of Bentley BECOME challenges other luxury brands to reconsider their approach to fragrance development and marketing. It sets a new benchmark for what consumers can expect from high-end scents, potentially sparking a wave of innovation across the industry. Ultimately, Bentley BECOME is more than just a fragrance; it’s a glimpse into the future of luxury – one where indulgence and responsibility coexist, creating products that delight the senses while respecting the planet. As the fragrance makes its way into the hands (and onto the skin) of consumers worldwide, it will be fascinating to see how it shapes the conversation around sustainable luxury and influences the direction of the fragrance industry as a whole. Bentley Launches a Unisex Sustainable Scent.