Italian denim brand Replay will follow last year’s Replay Your Fragrance! duo with a new duo under the name Replay Refresh, due to launch in May. As with the originals, the new scents feature technology that allows the wearer to reactivate the fragrance with a drop of water.
Replay Refresh For Her ~ includes red berries, orange and musk. It will be available in 20, 40, 50 or 90 ml Eau de Toilette.
Replay Refresh For Him ~ with ivy and sandalwood; in 30, 50, 75 and 125 ml Eau de Toilette.
Replay also plans to donate 10 liters of clean drinking water to families in Tanzania for every bottle of Replay or Replay Fresh purchased starting in May. (via wwd)
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it’s like holding a gun to my head…
‘you either buy our latest uninspired fragrance or this family in Tanzania will die from dehydration!’
awesome marketing Replay. NOT.
I don’t know…I’m glad to see more & more companies contributing part of the proceeds to charity. I mean, they’re not saying they’ll take water away from families if you don’t buy it!
I’m glad, too, Robin. It’s like they have a purpose beyond marketing, which makes the product more appealing (to some, anyway) even if the notes don’t exactly appeal. I’d feel good putting it on.
Does the drop of water thing really work? If so, how?
No idea if it works — haven’t tried them, but there’s an explanation here:
http://www.nstperfume.com/2009/08/21/replay-your-fragrance-for-her-for-him-new-fragrances/
Thanks for the link, Robin. Due to the fact that a biochemist (I think he is that, anyway, he’s way smarter than I’ll ever be!) answered first and immediately detracted, I’ll side with him. Still an intriguing concept, for those of us (raises hand) who have no clue.