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New Fragrance from Chef Roblé Ali

September 5, 2013

Teams up with Brands With Purpose to launch a women's fragrance.

Chef Roblé Ali is taking his talents in the kitchen and applying them to perfume. The star of Chef Roblé and Co. teamed up with Brands With Purpose to launch a women's fragrance.

The product is expected to launch Spring 2014 and Roblé says he's currently hard at work at developing the scent—dubbed a "fragrance recipe"—that is inspired by his favorite dishes.

"As a chef, it seemed a natural fit for me to partner with a top perfumer," he says. "So much about food and taste is actually scent. I'd say 80-percent. I find the idea of exploring the synergy between capturing the aroma of some of my favorite dishes by creating the first 'Fragrance Recipe' intriguing."

Roblé has a clear idea of what he wants to create. "It has to be something so irresistible women will crave it and make it their favorite fragrance," he says.

So what might the end result smell like? It won't be "just another fragrance," he says. Instead, it'll include several of my favorite signature courses and dishes, translated in collaboration by one of the world’s top perfumers.

The initial line will consist of a 50 ml/1.7 Fl. Oz. Eau de Toilette (EDT) spray and, to round of the menu, two body care products: a revitalizing Shower Gelee and rich, indulgent Body Butter.


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