There is a disconnect between the packaging, the concept and the scent of Jimmy Choo Flash, the second fragrance from the trendy footwear brand. I should add, thankfully so. The concept inspired by the stylish women of New York and Paris sounds bland. The bottle is tacky in the photos and even more so in real life. What do you expect the perfume to smell like? I anticipated something likewise predictable–a sugary floral or a fruity patchouli. The perfume, on the other hand, is a surprisingly wearable tuberose.
If your white floral reference is Frédéric Malle Carnal Flower and Robert Piguet Fracas, you will find Flash to be wan. Lovers of heady natural tuberose, complete with coconut cream and rubbery nuances, will also need to suspend their belief that this is indeed a tuberose. But when so many new launches smell simply vulgar–Dolce & Gabbana Pour Femme is my benchmark, it’s refreshing to discover a mainstream fragrance that bucks the trend.
Flash was signed by perfumer Christine Nagel, who in the interviews about the new launch mentioned that she wanted to create a sensual white floral. “As a brand, Jimmy Choo is so resolutely feminine that the perfume had to have a sensual background,” said Nagel. Sensual in the context of most fragrance means pretty much one thing only–sweetness, but in Flash, it’s a creamy, woody warmth.
To get there, you will go through a tart fruity top note, which is my least favorite part of the perfume–sweet orange and berries, with a hint of something plasticky. It subsides quickly enough, and the rest of the story is a creamy floral accord supported by woods and musk. It melts into the skin like warm honey and leave a soft veil of scent.
For all of its glitz, Flash has a moderate presence, with a subtle sillage. Nevertheless, it remains obvious and wears so effortlessly that I not only enjoyed wearing it to write this review, I reached for it as my extracurricular perfume. Nagel is the creator of the ultimate sexy musk, Narciso Rodriguez, and in Flash you can see her fingerprint. Remove all of the fruity trinkets from Flash that only distract from its sophisticated character, and it could easily be an alluring, second skin perfume. All things considered, not bad.
Jimmy Choo Flash Eau de Parfum includes notes of pink pepper, tangerine, strawberry, tuberose, jasmine, white lily, woods. It will be available at Nordstrom in the US in March. In Europe, it’s already sold at Sephora. The line includes 60ml and 100ml eau de parfum, body care lotion, and shower gel.
Sample: my own acquisition