Launching the Gorilla Perfumes around the world
In July this year, father and son, Mark and Simon Constantine launched their brand new range of handmade fragrances, or ‘Gorilla Perfumes’, at a spectacular live gallery event in Shoreditch, London.
"Perfume is the point." - Mark Constantine
Fragrance these days, seems to be an exercise in marketing, rather than the creation of exquisite, quality scents. More often than not, perfumers are given a very low budget. Packaging, advertising, conceptual designs, market research and perfume briefs are worked out before anyone puts their nose near a raw material - one has to wonder: has perfume become an afterthought?
Fortunately, because Lush doesn’t advertise and prefers to spend money on quality ingredients rather than packaging, Mark and Simon have no such constraints on what they include in their blends.
Mark treats perfume as a form of self-expression. His blends are often deeply influenced by emotions and music. Simon is artistic and able to pour his creativity into perfume-creation. His art-school background and perfumery studies have given him an ideal grounding in art and technical skill.
At the beginning of the year, the Gorilla Perfumers decided to create an ‘album’ of fragrances, each scent representing a separate track on the album, with a few stand-out ‘singles’.
But how to display them? Simon was very keen to have a gallery launch of this new range, giving each scent its own room so that he and Mark could tell the stories of the inspiration behind each one. In July then, we took over the basement of Shoreditch town hall and filled the rooms with fragrance, colour and light. You could say the gallery launch was almost synaesthesic; and the ideal way to experience these stunning new creations.
Since the London launch, we debuted the Gorilla Perfumes in New York and have now taken the show to Tokyo! Mark (aka “Big” on the UK Lush Forum) and his family have gone to see the gallery launch, as well as cut the ribbon at the grand opening of Japan’s very first Lush Spa.