Breaking News

Tru Fragrance has named Virtual Lily as its “HipNote” for Spring

February 13, 2013

Fragrance development company Tru Fragrance has named Virtual Lily as its “HipNote” for Spring. Inspired by the blossoming “TechNature” trend, defined by the marriage of technology and nature, the note is a modern take on the traditional spring blooming flower, lily of the valley.

Also known in perfumery as muguet, the flower signifies happiness and is recognized in parts of the world as a symbol to welcome and celebrate spring. A representation of femininity and chastity, the lily of the valley flower is highly delicate. Its gentle nature means that oil cannot be extracted from the flower and therefore all muguet fragrance notes are synthetic. A classic and important note, muguet provides a clean floralcy while its earthy base has a sexy edge, said the compaany.

“New technology is everywhere we turn, and Virtual Lily celebrates the union of technology and nature within the beauty space,” said Ann Colville Somma, director of product development for Tru Fragrance.

More info: www.facebook.com/Hipnozes
  • It’s Magic!

    It’s Magic!

    Melissa Meisel, Associate Editor||March 20, 2017
    Argan oil-infused ‘Moroccan’ lip care brand jumps from WholeFoods into CVS.

  • On the Cutler Edge

    On the Cutler Edge

    Melissa Meisel, Associate Editor||March 13, 2017
    Top brand source at Redken forecasts up-to-the-minute hair trends.

  • Take The Hint

    Take The Hint

    Christine Esposito, Associate Editor||March 13, 2017
    Water brand forays into sun protection by capitalizing on scent and experience.

  • Supply-Side Innovations

    Supply-Side Innovations

    Tom Branna, Editorial Director||March 1, 2017
    Raw material suppliers roll up their sleeves and roll out their new products for the global cleaning industry.

  • New Faces in Familiar Places

    New Faces in Familiar Places

    Tom Branna, Editorial Director||March 1, 2017
    The American Cleaning Institute officially welcomed its new president.

  • Special Delivery

    Special Delivery

    Tom Branna, Editorial Director||March 1, 2017
    UV protection is important, but what good is that sunscreen if consumers won’t apply it?