2017 sees the tenth anniversary of the Tom Ford Private Blend collection. It has been one of the most important perfume collections of recent times. In May of 2007 I remember seeing this group of brown square bottles in my local Neiman-Marcus. It was an audacious attempt to capture this new thing known as a “niche perfume” market. Ten years on it is easy to say under the creative direction of Tom Ford and Karyn Khoury they hit every target, and then some, they probably aspired to. They’ve been so successful it has become an arguable point that Tom Ford Private Blend is no longer even “niche”.
One of the best-selling entries in that first group was Neroli Portofino. Perfumer Rodrigo Flores-Roux presented a luxurious version of the lowly drugstore cologne. It made Neroli Portofino a standard bearer for the vibe the Private Blend collection was aspiring to. Neroli Portofino was so successful Mr. Ford and Ms. Khoury decided to create a sub-collection named after it, in 2014. They also changed the bottle color from brown to blue so to make it visually evident when there are new entries. Since 2014 there have been five more releases each continuing the examination of the Mediterranean Hesperidic style of perfume. The latest release is called Sole di Positano.
Ms. Khoury invited perfumers Aurelien Guichard and Olivier Gillotin to compose this latest entry. It is based on a quote from John Steinbeck Mr. Ford admires, “Positano is a dream place that isn’t quite real when you are there and becomes beckoningly real after you have gone”. The challenge is to create a very light version of the Neroli Portofino aesthetic.
Sole di Positano opens on the twinkling of sunlight off the Mediterranean represented by lemon and petitgrain. To keep it from being too tart the perfumers use mandarin to smooth out that character. The green of the petitgrain is then connected with shiso to add a couple shades of verdancy to the citrus. Jasmine and ylang-ylang provide the floral heart. These are cleaner lighter versions of both of those notes. No indoles in the jasmine along with no oiliness in the ylang-ylang. The green returns with moss, along with sandalwood, in the base.
Sole di Positano has 6-8 hour longevity and average sillage.
In the past year, there has been a lightening up of the Private Blend releases. I wonder if it is a calculation for the collection to transition to appealing to a younger consumer. Sole di Positano is the most floral of the Neroli Portofino collection since Fleur de Portofino. If you like your Mediterranean perfumes on the lighter side Sole di Positano is going to please you.
Disclosure: this review was based on a sample provided by Tom Ford Beauty.