New season, new mood?
Moodeaux has done it again. The indie fragrance brand, known for its rebellious spirit, continues to disrupt the fragrance industry with the launch of their latest creation, “Brand New”. Building on the success of their previous launches, the junior fragrance brilliantly embodies the brand’s core values of authenticity and self-care—bottling it up into a fresh, summer-ready fragrance.
Forget the traditional rollouts of big fragrance houses. Moodeaux thrives on a community-driven approach that involves fostering a strong connection with their loyal and spirited customer base (affectionately known as “moodies”).
A Fresh Take on Community Engagement
Following the 2023 launch of their second fragrance, “Punk Star”, the brand craved a fresh approach to community engagement. Ditching the norm, they turned to Instagram to share two distinct mood boards with their audience, each hinting at a potential direction for their next fragrance. After gauging their audience’s response, the next move became clear.
A Bright New Chapter
Moodeaux’s newest addition “Brand New” was launched on May 24th, cleverly timed to coincide with the 30th birthday of their visionary perfume designer and founder, Briana Arps. According to the visionary herself, the fragrance was developed to evoke the feeling of a bright, fresh start.
Breaking away from the warm and sultry notes that the brand is known for, “Brand New” presents an olfactory experience that is bright, summery, and FRESH. The notes open with a burst of yuzu, a citrus fruit known for its uplifting and energizing properties. A touch of pink pepper then adds a playful spice, while cardamom brings a hint of warmth and complexity. As the scent unfolds, a delicate floral heart of neroli petals, peony, and muguet emerges and blends with fresh coconut water. Finally, the fragrance settles into a warm base of blonde woods, coconut milk, and salty musk that whispers effortless cool.
All Unapologetic Rebels to the Front
Like all of the brand’s scents, “Brand New” was crafted for those with a desire to smell good and feel even better—boasting a fusion of both masculine and feminine notes.
Since their launch, the brand has consistently proven themselves as champions of inclusion from their inclusive imagery and messaging to Arps’ incredible advocacy for Black and brown professionals within the fragrance industry.
With the promotion of “Brand New”, the brand’s communications approach has been no different. In every space they occupy, they continue to empower their audience to wear the fragrances that reflect their unique identity. Never mind any gender requirements.
Clean Slate, Clean Formula
As always, the brand also sticks to a high standard of ingredients for its fragrance formulations. This commitment extends to their new scent, which is vegan, cruelty-free, and adheres to Credo's Clean Beauty Standard. This means that consumers can feel good about what they're wearing, both for themselves and the environment.
Summer Ready
Just in time for summer, the new fragrance is readily available for purchase on Moodeaux’s official website in three sizes:
Sample: 2.5ml for $10
Travel size: 9.8ml for $30
Full size: 50ml for $98
While it is currently only available as an Eau de Parfum, the brand has promised to release an oil-based version (just as they have for previous scents). Additionally, moodies can expect a retail rollout in the near future.
Thoughts?
With the launch of “Brand New”, Moodeaux has, once again, shaken things up in the fragrance industry. Their focus on self-care, inclusivity, and a powerful narrative is resonating with a generation of fragrance enthusiasts seeking more than just a pleasant scent. “Brand New” just might turn out to be another success story for Moodeaux, offering a fresh olfactory experience for those ready to rewrite their own narratives.
What do you think? Will consumers be rushing to add this new freshie to their summer fragrance rotation? ⛱️☀️🥥
What about you? 👀
It might be time to freshen things up…
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