After almost two years of development, design, and tweaking I am very excited to announce that today is the day for the launch of my new signature perfume: Danny Seo Reserve Global.
I will be debuting the perfume on HSN today at 5PM(EST) and 10PM (EST) and then on Thursday, August 22nd at 2AM(EST).
The product has been a labor of love for me to really re-deliver the respect, artistry and possibility of what perfume used to be and not what it has—for the most part—become today.
The reason I wanted to create this new fragrance is because of what I saw in the marketplace: perfumes had become watered down, cheapened and over-hyped. Every week it seemed a new reality star or celebrity would attach their name to a signature fragrance; an advertising campaign with naked models looking seductively into the camera; or bottles of perfume encrusted with rhinestones with layers and layers of wasteful packaging. I knew this wasn’t true fragrance and I also know there would be a customer out there who would want to appreciate what beautiful fragrance could be.
My two partners that I’ve worked on this debut scent are Tru Fragrance and Firmenich. The above photo is the chemist Lavoslav Ruzicka who was awarded the Nobel Prize in 1939 for his work in chemistry. He was a scientist at Firmenich—which is the world’s premiere fragrance house—for creating the world’s first synthetic musk scent. Because of his work, an endangered deer who was hunted for their musk glands was saved and the Nobel Committee recognized this remarkable achievement with their prestigious award.
And my partners at Tru Fragrance were instrumental in connecting the dots for me with Firmenich and in designing the gorgeous packaging (it’s an X-ray image of the Rose de Mai which is another note in our scent) along with the gemstone color matched bottles (the deep color also blocks UV light to protect the product).
In my home office is this contraption called a headspace machine. This is another remarkable scientific breakthrough we are using in this launch perfume. At Firmenich, they perfected a technology called NaturePrint. Just like as human beings we all have individualistic fingerprints, in nature, flowers also have their own “prints.” This machine allows us to go directly to vibrant flowers all over the world and “breathe” how they smell onto microscopic pads. These pads then are used to create a NaturePrint match to the scent so not only does it smell like the flower, but it smells identical to how it is in nature: alive, in its natural environment, at the perfect time of day.
This is why I also refer to my scent as the first “living perfume” because the floral notes are all captured this way: when they are alive. You may not like perfume that has notes of rose because it is artificial smelling, but if you love the way a rose smells in a vibrant garden on a warm sunny day, this technology allows us to replicate that.
I hope you’ll tune into my shows to learn more! I also have a few surprises up my sleeve…..
Can’t believe this day is here!