New Perfume Review Masque Milano Times Square- One Dollah, One Dollah, One Dollah

The evolution of big cities is a fascinating thing to observe. There is no more compelling history than the transformation of Times Square from one of the worst neighborhoods in New York City to the place where the most selfies on the planet are taken. I started visiting New York City regularly in the late 1980’s. Thankfully I am a big guy and so I was able to walk fearlessly through the porn theatres, drug dealers, and peep shows with their barkers calling out, “girls, girls, girls, one dollah, one dollah, one dollah”. No bigger lie was being told than that one. By the time I started working in the NYC Metro Area in 1994 the current Mayor, Rudy Giuliani, in association with Disney began an aggressive campaign to evict all the gritty qualities to provide a family-friendly heart of Manhattan. Over twenty years later you have to know where to look to see the few holdovers from the dangerous times.

Riccardo Tedeschi (l.) and Alessandro Brun

The creative directors for Masque Milano, Alessandro Brun and Riccardo Tedeschi, have decided to revive that last gasp of “Times Scare” circa 1993 in their newest release Times Square. They chose perfumer Bruno Jovanovic to collaborate with on this project. Each perfume in the Masque Milano line is part of their fragrant drama and carry an act and scene number. Times Square is the fourth and final scene of Act 1. This is a bold dynamic fragrance where the team captures the garishness of Times Square just before the scrub brushes arrive.

Photo by Gregoire Alessandrini

When I walked into Times Square for the first time the neon was what dazzled me. It was a bit like visual overload. It carried my eyes to the bright colors and motion. The opening moment of Times Square is much like that. It is so strong I suspect that, like many tourists who made the trip to the edge of the area, a lot will run away. If you have the desire to step into the intensity you will find cheap lipstick, blowsy florals, steam, leather, and rubber all coming together to form a decadent beauty.

Bruno Jovanovic

Times Square opens with a resounding pop of violet, iris, and hazelnut. M. Jovanovic captures the gritty nature with intensity. I loved it because it captures that “girls, girls girls” quality. That really comes out as the iris sorts itself into a lipstick accord to go with tuberose providing the over-perfumed aura of the hip-cocked streetwalker sizing you up. Osmanthus and styrax provide the leather and latex of the BDSM shop as you pick up your pace before you instead follow a desire to step inside. As you cross the street steam billows up from the manhole covers as the barkers call from behind you, “one dollah, one dollah, one dollah”. You reach the safety of your hotel room as the sandalwood provides a soothing island for your jangled psyche.

Times Square has 10-12 hour longevity and above average sillage.

I have congratulated Sigs. Brun and Tedeschi, in the past, for their ability to follow their vision while finding perfumers to realize it. Times Square might be the best example of this. It is the most artistic perfume in the Masque Milano collection. It sets out to capture the grainy 9mm film world of Times Square in 1993 and succeeds. It is an unsettling fragrance as that place and time were if you traveled through it. Wearing it for a whole day I spent more time with the fragrance than I ever did in the actual location. With the fragrance, I discovered that given time garish neon, over-perfumed hookers, and leather and latex carry an odd kind of beauty. This is a perfume one should try; some will run away but others will find the same things I did. So “girls, girls, girls, one dollah, one dollah, one dollah, Masque Milano Times Square ovah heah!”

Disclosure: This review was based on a sample provided by Masque Milano.

Mark Behnke

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