A trio of eau de parfums by Embark Perfumes named after three of the most evocative destinations in India takes us on a sensorial journey with ingredients like bergamot, sandalwood, vetiver, mandarin, and pink peppercorn. Each in their distinctive glass bottles, these perfumes are genderless and sure to appeal to a new, au courant demographic of adherents. We speak to Sejal Kapashi, Chief Marketing Officer of Embark Fine Fragrances, that has introduced these fragrances in the Indian market.

Embark - My Journey Rajasthan

You've just launched your trinity of perfumes – My Journey Goa, Kerala, and Rajasthan – please could you tell me about the concept of these three fragrances?

Fragrances have been categorized by gender for decades. However, today, beliefs and attitudes of consumers are becoming very fluid. In fashion, more and more designers are striving to blur the lines between feminine and masculine style. This trend has transmitted to the world of perfumery too, which have led to androgynous fragrances. The term androgynous comes from – andros (masculine) and gyne (feminine). These are defined as fragrances that can just as easily accompany the male wardrobe as that a female. Genderless fragrances appeal to young generations, as a way of self-expression and a reflection of gender blur within the society, shaking up the codes of both masculinity and femininity.

The new eau de parfum from Embark inspired by Goa

I experienced the Goa fragrance – it is very citrusy – could you please describe the notes, and what you were inspired by?

Top notes of bergamot and mint hit your senses with a delightful freshness, while the middle notes of sage add an aromatic intensity in their wake. The base notes of sandalwood and vetiver lend a vibrant, woody effect that breathes new life into your journey.

+ Goa

Also it has great lasting power – is it an eau de parfum?

All Embark fragrances are eau de parfum.

My Journey Rajasthan

Could you describe the notes of the other two please?

My Journey For All – Rajasthan: Opens with the citrus notes of mandarin which then blends beautifully with spicy notes of pink peppercorn. The heart of the fragrance is aromatic geranium. The signature of the fragrance are the base notes - from the warmth of the tonka bean that are perfectly blended with the indulgent vanilla.

Embark - My Journey Kerala

My Journey For All – Kerala: Bergamot and juniper berries come together in the top notes to draw you in, while the middle notes of vetiver leave a beautifully aromatic freshness in their wake. The base notes of sandalwood and Patchouli lend depth and warmth to create a unique, irreplaceable fragrance.

Who is your parfumier, and where are your aromas made?

We work with some of the top fragrance houses in the world, they customize the fragrances for us as per our brief.

My Journey Kerala

Were you inspired by any European brand when you decided to create Embark Perfumes and do you retail both in India and abroad?

Right from the onset, we had a very clear vision for Embark – to develop high quality fragrances at affordable prices for the Indian market. Further, we were very confident in the product and have proudly stated that it is made in India. We experience fragrances in all aspects of our lives – from the aromas of the various cuisines to the incense used during pooja. Further, obviously, we have drawn from our experience and expertise working with brands from all over the world to create Embark Perfumes.

We in India have such a strong tradition of attar and scents. Is this something you research while creating your perfumes?

As I stated earlier, we draw inspiration from all aspects of daily life to create perfumes.

Rajasthan

What is next for Embark in terms of new launches?

Embark as a very strong new product calendar and stay tuned.