One of the trends of the last year or so which I have been happy to see is the mass-market perfume executed with niche independence. What I mean by that is there are a few brands which are being distributed at the mall which have partnered with top perfumers and allowed them some freedom to create. The results of this has been some very good perfume; Ellis Brooklyn West is a good example.
Ellis Brooklyn was founded by Bee Shapiro who is a beauty editor at The New York Times. In that position she must have had an insight on where she could create a different mass-market fragrance. Over the last two years the perfume she has produced has borne that out. Ms. Shapiro has made her own space in a crowded marketplace.
For West the press release trumpets this as the “first citrus” for Ellis Brooklyn. I could quibble with that because citrus ingredients have played a prominent role in previous releases. What this translates to me is West is the first summer style of perfume for the brand.
Perfumer Jerome Epinette uses some interesting ingredients to form West. It starts right at the top with the choice of blood orange. Blood orange has been having a moment this summer as I’ve encountered it a few times so far this year. A big reason for that might be because it carries a less exuberant effect than orange. There is a slight bitterness underneath the pulpy sweetness. M. Epinette uses basil to give that an herbal veil. In the heart he employs water lily as a dewy floral to give that refreshing quality of misted water. The base is the fresh green of vetiver warmed with a touch of amber.
West has 8-10 hour longevity and average sillage.
West is one of those perfect beach bag perfumes to take on a summer weekend away. It is the kind of perfume companion which adds to the pleasure of taking some time off. I will be putting a sample of this in my perfume fridge as a summer cooler for the upcoming ravages of midsummer.
Disclosure: this review is based on a sample provided by Sephora.