Hermès hits the millennial pink nail on the head with Twilly d’Hermès

Have you ever met an Hermès Twilly scarf you didn’t like? Perhaps not. Being the full scarf’s easy-going sister, the Twilly exudes youthfulness and charm, and thrives on being worn, somehow haphazardly, in as many ways as one’s creativity allows. It’s a way to sample the Hermès lifestyle without breaking the bank, and with bows once again finding their way back into fashion, the Twilly is on-trend as well as classic. The same characteristics are captured in Hermès’ latest fragrance inspired by its iconic silk scarf, Twilly d’Hermès.

Jean-Philippe Collins, regional marketing manager of Hermès Parfums, introduces it as an Hermès scent for millennials. It’s important to note that millennials are born as far back as 1980, making it not just a fragrance for the young, but also for the spirited, full-fledged woman. There’s nothing twee about the scent, nor does it necessarily play by the rules — its smells are absolutely refined and decidedly Hermès.

Lily Lam, regional marketing manager of Hermès Parfums Asia, shares that Christine Nagel who created Twilly d’Hermès, is actually a chemist who, during a time when all budding perfumers needed to train under a “master,” explored on her own. In this light, the new Hermès fragrance was created in the spirit of absolute freedom, unhindered by the hierarchy of notes and traditional scent combinations, so that from inspiration, to creation, to end result, Twilly d’Hermès is the label’s most unique scent to date.

Nagel uses three materials — ginger, tuberose and sandalwood — and combined them differently to create a scent that captures freshness, mystery and tenderness. My personal observations: the ginger stands out at first sniff; it gives the scent a spicy, fresh kick, almost as mint probably would but without the medicinal trail. The tuberose and sandalwood are in total fusion and the resulting singular scent is super feminine, sophisticated and almost dangerous. Lily shares that tuberoses are not allowed in Buddhist temples because it’s too seductive, and sandalwood is the scent monks give to newlyweds for the same reason; while ginger gives all that seduction a good tempering. With this combination, Hermès achieves its goal of creating a perfume for the younger market. It’s fun and can be worn daily, not just something you bust out for special occasions — I guess, it can make every day a special occasion.

The final touch to the well-thought out execution is the bottle. Impish and cute. Wears a bowler hat. Has its own Twilly scarf (which is permanently attached to the hat so don’t get any ideas). Clear as crystal, revealing the rose liquid inside. Hermès hit the millennial pink nail on the head with this one.

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Twilly d’Hermès Eau de Parfum is available in 30ml, 50ml and 85ml bottles at Hermès, Greenbelt 3, Ayala Center, Makati.