Description

At the end of the 1960’s, a wind of change blew across the world, as young people rose against the rules set by previous generations. Music changed, habits changed, fashion changed. The young generation, starting from the U.S.A and the U.K., embraced oriental philosophies looking for a simpler, more natural lifestyle. This new style of living also reflected itself in perfume. Young people no longer wanted the sophisticated fragrances worn by their parents, but embraced the simple ones whose roots layed in oriental culture. The hippies and the flower children bought the fashionable essential oils, and in 1969 Alyssa Ashley launched its first product, Musk Oil by Alyssa Ashley. Musk Oil was packaged in a small heart shaped bottle, and over the years a complete line has been developed, including Eau de Toilette, Eau de Parfum and a collection of body care products.

40 years have passed since the creation of Musk By Alyssa Ashley and the perfume is still unique, actual, recognizable and very appreciated by women and men.

So, to celebrate such an important anniversary, a new version of this perfume has been created, specifically intended for the selective market.

Our goal with this new Musk is to reach the consumers who are loyal to the original Musk but even though they still appreciate the fragrance very much, they have evolved in their income, lifestyle, etc. and do not identify themselves to the image of the original Musk any longer. Therefore, to catch up and continue to win the wishes of these consumers, we decided to create a Musk “Extrême” that is focused to this target : more selective, more luxurious, more glamorous.

It has been a hard challenge to change the image of the product without denaturing it, nor renouncing to 40 years of history. It was a question of achieving something more modern, more trendy but still linked to the roots of the product.
The Perris Group, which has followed for years the whole development of the Alyssa Ashley’s lines, has worked on this project for 2 years, in collaboration with several important graphists.
Finally, the desired result was reached by maintaining the focus on a classic drawing intended to last in time, as those who have preceded it, and by introducing innovative, prestigious and high-quality elements to obtain the exact positioning on a selective market.

A deep black box is the first visual and physical
contact between the consumer and the perfume.
The opaque base has a silky aspect from which appear, shiny and dominant, the signs of genders which are braided between them, as have always been the life of men and women.
These symbolic signs are the trademark of MUSK by Alyssa Ashley, archetype of these unisex perfumes. All this black, which also represents everyone’s darker and hidden side, is enhanced by a golden hot stamped inscription, underlining the prestigious character of the fragrance.
Another exquisite novelty is the blazing red inside of the box. It represents the fire of passion, like the one Musk can create. Its reputation of being a powerful aphrodisiac is given by its special and intimate smell, almost physical, that mixes with the skin by becoming an inseparable part of it, giving to whom wears it an enormous physical appeal.

For the bottle, various glass-making factories
were contacted. The problem was always the same: to
create a new bottle, simple yet elegant, modern but not looking too different from the previous model, adapted to the present but intended to last in the future.
The selected proposition is a parallelepiped of glass with a simple and pure shape, where the thickness of the glass was privileged on the base to give substance and solidity to the bottle.
The realization is particularly complex: a good distribution of the glass (that is the harmonious report between width, depth, height and thickness of the bottom) is difficult to obtain due to its dimensions. Therefore, many pieces of the production have to be eliminated, which results in a high final cost for every selected piece.
Finally, to personalize the bottle, the genders signs have been engraved in the glass.

The line of the bottle is pure and linear. The cap, a spray-cap, is made of precious transparent surlin and the pump, partly in gold color, is an element of enrichment that can be considered as a link between the new and the former Musk, which cap was also gold.
The spray cap is an alliance between elegance and convenience. Indeed, a single hand is enough to enjoy the precious olfactive secrets contained in the high concentration of the new EAU DE PARFUM EXTREME.
Last (but not least), the engraved genders symbols on the push button represent another precious and elegant detail that make its style unique.

The novelty continues with the perfume itself!

Indeed, it is an Eau de Parfum Extrême, that is with a maximum degree of concentration of MUSK essence, so that the effect is even more fascinating, disturbing and long lasting.
Musk Extreme was launched in 2009.