Minimalist beauty brand Merit has unveiled its first fragrance, Retrospect Extrait de Parfum. Founded by Katherine Power in 2021, Merit has quickly gained a reputation for its streamlined approach to beauty. Now, the brand is expanding its offerings with a meticulously crafted fragrance that promises to captivate fragrance enthusiasts.
Retrospect Extrait de Parfum is the result of a meticulous two-year development process. Power collaborated with renowned IFF perfumer Fanny Bal to create a fragrance that strikes the perfect balance between nostalgia and modernity. The fragrance features a sophisticated blend of musks, powdery aldehydes and pear notes designed to evoke personal memories while remaining contemporary.
“We wanted a scent that stirs personal memories but still feels current,” explained Power, underscoring the brand’s commitment to creating a timeless fragrance that would resonate with women between the ages of 35 and 45.
The decision to move into fragrance was driven by consumer demand. A 2022 survey found that more than half of Merit’s customers expressed interest in a brand-specific fragrance, making it the most requested product category. This consumer-centric approach has been a hallmark of Merit’s strategy, as evidenced by the successful launch of Great Skin Instant Glow Serum last winter.
Retrospect Extrait de Parfum boasts an impressive 30% fragrance oil concentration, a testament to Merit’s commitment to quality and longevity. The fragrance underwent more than 100 iterations before reaching its final formulation, ensuring a truly exceptional olfactory experience.
Beginning October 22nd, fragrance enthusiasts can purchase Retrospect Extrait de Parfum at all Sephora stores and on Merit‘s website for $92 USD. The launch is accompanied by a comprehensive marketing strategy that blends traditional and modern approaches.
Power emphasized the brand’s desire to revisit classic advertising techniques, saying, “We wanted to bring back some old-school advertising tactics.” These include featuring scent strips in popular print publications such as Vogue and Real Simple, allowing readers to experience the fragrance firsthand.
The brand also enlisted the help of cultural icon Martha Stewart to showcase Merit’s “Five Minute Morning” make-up routine, incorporating her personal story into the campaign as part of the fragrance’s promotion.
