Virtue Perfume

California-based perfumer IBI claims that it has created “the world’s first spiritual perfume.” According to the company, the perfume is “designed to be a reminder of God, Christ, spiritual self and soul.” The company also stated that the formula for the fragrance “revealed itself” after the perfume’s founders sought inspiration from the bible. Furthermore, the company claims, “remarkable miracles” confirmed their formulation choices.

The final product includes top notes of apricot, pomegranate and fig, a heart note of iris and base notes of frankincense, myrrh, aloe, and spikenard. IBI points out that several of these ingredients cost up to $4,500 per kilogram and the perfume comes in a bottle embellished with 24k gold lettering.

The company, quite literally, sells hope in a bottle when it states that the product is a “valued gift of scent and hope of a renewed spiritual self.” A 1.7 oz. bottle of the perfume retails for $80 (I guess it should make sense that Virtue comes at a greater price than an equal dose of Envy for $60 or Euphoria for $55).

As part of its “God focused marketing,” IBI supposedly intends to use Virtue perfume to help raise funds for non-profit organizations. While there is an application for interested non-profits groups on the company website, there are few other details about the program. IBI does state, however, that they are “in the process of establishing this program.”

I’m not criticizing anyone who chooses, for whatever reason, to wear this perfume. I’m just concerned that IBI’s marketing strategy is potentially manipulative and exploitative of peoples’ faith.

Is it just me, or is there something about this marketing campaign that just doesn’t smell quite right? What do you think of the concept behind this product? Good-hearted or good gimmick?

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