LONDON – In an business obsessive about storytelling, Daniel Bense did issues otherwise when he launched the luxurious physique care and perfume model, To My Ships, which is about to debut at Liberty with a particular set up on Tuesday.
As a substitute of creating up a advertising and marketing narrative, Bense turned to the mom of all tales, The Iliad, for inspiration, making a model of deodorants, physique washes and perfume across the aesthetics, drama and romance of the classical world.
The mission assertion is hilarious, in one of the best ways: “Impressed by The Iliad, a need for cleaner armpits and an intention to quell olfactory overload.”
Bense has dug deep, citing strains from Homer’s seminal poem, which follows Achilles, Hector, Agamemnon and a number of meddling gods and goddesses via the top of the Trojan Warfare.
He particularly references Robert Fagles’ well-known 1990 translation, utilizing strains from the epic poem within the model’s literature and packaging.
“I needed to do one thing that was intriguing and attention-grabbing and thrilling, and rally a tremendous workforce round an concept,” Bense mentioned in an interview. “I needed to go to the other finish of horny, to the darkish, smelly [bodily] features, and take into consideration merchandise which can be usually neglected, merchandise you employ” every single day however by no means assume twice about.
He additionally needed to create merchandise that didn’t scent “synthetic, or like an obligation free corridor,” and so turned to The Iliad “and its implicit name for calm, civilized dwelling” for inspiration.
“What higher option to [create] than to make use of one of many oldest items of Western literature to floor your self, and provides your self depth, substance and steady inspiration?” he requested.
The primary assortment, Of the Gods, launched final September with roll-on and spray-on deodorants, a hand and physique wash, and a perfume, Of The Gods Polygonum eau de parfum.
The formulations include a excessive degree of pure substances, are available in recycled and refillable packaging, and carry the scent of the fragrance.
The deodorants specifically are free from aluminum salts and alcohol and designed for delicate pores and skin. Bense mentioned the analysis into the formulations was painstaking, as a result of armpits are as delicate as eyes.
The Stand Up Bravely assortment of merchandise will launch at Liberty.
The perfume itself contains oils distilled from aldehyde-rich flowers of Solomon’s seal; from the twigs and leaves of petitgrain, and extracts of patchouli. Bense labored with the perfumer Celine Barel of Worldwide Flavors and Fragrances on the scent.
He was going for a scent that was refined, distinctive and will final all day, and that meant no overbearing notes corresponding to rose or oud.
On Tuesday, To My Ships will launch its second assortment, Stand Up Bravely, at Liberty with a takeover of the bottom ground atrium and a backdrop created by an architect and set designer. It options — what else? — towering classical columns inscribed with strains from the epic poem.
“They’re stunning bits of the poem, like when Hera is about to seduce Zeus,” mentioned Bense, whose new assortment options deodorants; a hand and physique wash, and an eau de parfum, that are infused with marjoram, bergamot and cedarwood.
To My Ships’ new eau de parfum from the Stand Up Bravely assortment.
Bense mentioned he selected Liberty for quite a lot of causes.
“I like their dedication to creativity and high quality, they usually appeal to a fantastic buyer. They’ve additionally been on the forefront of name discovery for a really very long time. They at all times appear to pluck manufacturers out of obscurity and be absolute champions of them,” he mentioned.
To My Ships additionally plans to launch at Mecca in Australia and Skins within the Netherlands and is talking to different wholesale companions internationally. Costs vary from 35 kilos for the 75ml, roll-on deodorant, to 170 kilos for the 100ml eau de parfum.
Bense, who’s 39, was raised in South Africa, educated in Australia and spent greater than a decade at Aesop overseeing European markets. He later served as managing director of the luxurious underwear and clothes model Sunspel.
He launched To My Ships with assist from angel traders, together with colleagues, suppliers and prospects.
He mentioned his dream for the corporate isn’t a lot to get as massive as Aesop, which was acquired by L’Oréal two years in the past in a deal valued at greater than $2.5 billion, however to develop responsibly, and repair prospects.
“I’m not chasing development numbers — I’m chasing influence. I don’t know that To My Ships must essentially be an enormous firm,” Bense mentioned. “We wish to be as accountable as doable, which is why we’ve used aluminum, recycled plastic and glass.
“We wish to have much less influence on the setting and supply prospects an elevated routine that’s perhaps a small deal with to them on a day-to-day foundation,” he mentioned.
When it comes to product, he decided to maintain discovering “attention-grabbing, underappreciated merchandise and making an attempt to do extra with much less and do it higher. I feel there’s extra ‘darkish and smelly’ on the market, and there are extra neglected classes,” mentioned Bense, whose quest for a extra aromatic world has solely simply begun.
