Lush gets Dirty

U.K. cosmetics company Lush has unveiled a fragrant new line for men based on the popular Dirty cologne, reports Basenotes.

The cologne was originally manufactured under Lush’s sister-brand, B Never Too Busy To Be Beautiful. Now that the sister-brand has closed up shop, Lush wanted a way to bring back the popular Dirty scent, and it was reborn in this new line of Lush cosmetics.

The Dirty collection, which includes an array of products including styling cream, shower gel and body spray, has a novel approach to the idea of layering fragrances. Instead of giving the entire line the same fragrance, as is the norm, perfumers have given each item a single, different scent from the original cologne.

"We’re all used to layering – different products with supposedly the same perfume. However with Dirty, we’ve created a new fragrance concept. Layering in the old-fashioned sense is a bit tedious; it feels like it’s all about link sales," explains perfumer Mark Constantine.

With the innovative approach to layering, each Dirty product adds something new to the overall fragrance, when they are all used together.

"I thought that if you really want to harmonize yourself, you need to extract the different parts [of the perfume] and put them in each product you’re using. By the time you’re finished, you’ve put the fragrance together," said Simon Constantine, another perfumer on the project.