I’M usually pretty good when it comes to recognising fragrances. But there’s one that stumps me every time. Viktor & Rolf’s Flowerbomb.
The number of times I’ve asked women what they’re wearing because I can’t quite recognise it, nine times out of 10 they answer “Flowerbomb”. Its ability to smell so differently on every woman is astounding, which is also part of its universal appeal.
When it launched 10 years ago, Viktor & Rolf’s Flowerbomb set the world on fire. Much to their surprise, their debut fragrance was an instant success and made them a household name.
I recently attended an exclusive party to celebrate the 80th anniversary of Lancome in Paris. I also attended the Viktor & Rolf Haute Couture Autumn Winter fashion show as part of Paris Couture Week, the 10th birthday party of Flowerbomb and interviewed the Dutch designers at the newly re-opened The Peninsula Paris.
Rolf Snoeren (below left) and Viktor Horsting (right) met while studying fashion design at the Arnhem Academy of Art and Design in The Netherlands. They began working together after their graduation in 1993.
OPPOSITES ATTRACT
While their roots might be in couture, they have also dabbled with opposites — collaborating with fast-fashion retailers and in ready-to-wear. The theme of mixing opposites is also evident in Flowerbomb — the juxtaposition of an elegant floral fragrance housed in a hard-edged, grenade-shaped bottle.
“When we started working together, we had many dreams, many wishes,” Viktor said during that interview. “One of those dreams was to make an iconic fragrance.”
They made it clear from the start that they were not looking for an unusual edgy scent. Instead they created an elegant and addictive but very sophisticated perfume.
“When we started working on Flowerbomb we knew exactly what we wanted,” Viktor reminisced. “It took a long time to come up with … not only the ‘juice’ but the whole project took time.”
Three years to be exact – twice as long as the normal time for a 
perfume.
“The original briefing was ‘an explosion of flowers’,” said master perfumer Carlos Benaim, who, along with Olivier Polge and Domitille Bertier, was contracted by L’Oreal to make the perfume for Viktor & Rolf.
“We started with a clear idea of key notes and flowery bouquets — freesia, jasmine, orange and rose — with a bit of ‘addictiveness’ (amber and patchouli) to help balance the flowers. But creating a great perfume is not about the launch date, it’s about “hitting your mark”, getting the formulation right no matter how long it takes.”
PURSUIT OF PERFECTION PAYS OFF
Viktor & Rolf’s Flowerbomb now ranks 13th in the world’s most feminine fragrances and third in Australia, says Christine Burke, corporate communications manager and brand manage luxury products for L’Oreal. A great achievement considering it sits in only 35 per cent of perfumery doors globally.
But did Viktor and Rolf ever think Flowerbomb would be so successful?
“Making Flowerbomb was a dream come true,” Rolf explained. “We wished upon a star, and today Flowerbomb is entering its second decade.”
“It’s very rewarding that our creation continues to inspire,” Horting said.
A very belated happy birthday, Flowerbomb. Here’s to 10 more wonderful years!
Flowerbomb is available at David Jones and Myer. You can also find other fragrances at select retailers like this perfume retailer in Orlando.
Do you love Flowerbomb? Or maybe you have another preferred fragrance? Would love to hear from you. Ever stylishly yours …
