For a brand to thrive they need to be willing to take on new directions. They also need to be aware that the new direction needs to feel connected to what has come previously. When I learned about the new Jul et Mad Les White Collection I was interested to see how, what seemed like, a new direction would feel.
Julien Blanchard and Madalina Stoica-Blanchard
Jul et Mad is the perfume brand owned and creatively directed by married couple Julien Blanchard and Madalina Stoica-Blanchard. The first four perfumes in the line were chapters in their love story from first meeting to marriage. With Les White it is inspired by ancient civilizations that they admire. Those first four perfumes had sprightliness along with the frisson of a new relationship. They also were mostly on the lighter side of things. Les White was going to head for the deeper richer style of perfume that hadn’t really been represented by Jul et Mad so far.
When I stepped up to the booth at Esxence 2015 I had the inspiration explained to me. Then I had the chance to try all three. I was very pleased to find they all adhered to what I would consider the Jul et Mad aesthetic as they all took a dive into the deep end of the perfumed swimming pool. Perfumer Luca Maffei was responsible for Nea and Garuda. Perfumer Sidonie Lancesseur did Nin-Shar. I am going to review all three and will save Sig. Maffei’s for another day. Mme Lancesseur’s entry is a good place to start.
Nin-Shar is the Goddess of Plants in Sumerian mythology. The ancient civilization Mme Lancesseur was asked to interpret was that of the Hanging Gardens of Babylon. The Hanging Gardens didn’t really hang they were the original rooftop gardens on the Royal Palace of Babylon. As you can imagine Nin-Shar would be a busy goddess overseeing all of this. In Mme Lancesseuur’s perfume we find her in the section of the garden where roses grow. Nin-Shar is a decadently rich rose fragrance.
Mme Lancesseur uses an interesting rose accord to open Nin-Shar called Rose Liquor. It smells to me like rose which has been marinating in rum. It imparts a boozy floral quality to the early moments. It also has a kind of dark fruits character to it as it dominates for almost an hour and it slowly evolves over that time. The heart of Nin-Shar is actual Turkish rose along with Egyptian jasmine. A lot of time these raw materials are used so as to moderate their spicy and indolic facets, respectively. Mme Lancesseur couldn’t afford to allow that or they would have been lost to the rose liquor. She uses everything those notes have to give. This makes for a floral heart with an intensity of deep floral highlights that is in constant evolution on my skin. I think because Mme Lancesseur doesn’t try to hold back it makes for an overall effect which is much more kinetic than you might expect from something this intense. We head for a woody base with one of the Robertet patchouli fractions which accentuates the more herbal nature of patchouli. Mme Lancesseur blends oud, cedar, and sandalwood as her foundation. Unlike the heart accord this is kept tightly controlled. That allows the rose to linger much longer over the final stages. A bit of sweet vanilla and frankincense round things out.
Nin-Shar has 10-12 hour longevity and above average sillage.
Nin-Shar is without a doubt the deepest and strongest perfume in the entire Jul et Mad Collection. Even so it does not feel out of place. It feels like the deeply emotional connection between two individuals in love. Had they chosen to make this Chapter 5 of the perfumed love story it would have fit. Instead we have an opulent rose which seems like its own Ancient Wonder.
Disclosure: This review was based on a sample provided by Jul et Mad at Esxence 2015.