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Scent Beauty has launched a fragrance collection in partnership with The Phluid Project. The genderless line consists of four scents: Humanity, Transcend, Intention and Balance. “We’re trying to create culturally relevant brands,” said Steve Mormoris, CEO of Scent Beauty. “The Phluid Project was the first brand we signed a deal with three years ago, prior to Covid-19.

“We believed in the concept and the meaning of The Phluid Project from the very beginning, when it was just an independent store in downtown Manhattan,” said Mormoris. “It’s now become a relevant brand worldwide. We believe there’s a target audience that’s not being reached in the fragrance category, the LGBTQ+ and larger community, which has been emerging in relevance and gaining equal rights throughout the world.”

Mormoris said the Phluid Project brand can carry a fragrance product, “because fragrance is about intimacy, it’s non-discriminatory and it’s a form of freedom.

“We were really inspired in how we created fragrances that really reflect those values in collaboration with the Phluid Project,” Mormoris added. “We decided, going into the project that we would make some modifications in the product mix coming out of the Covid-19 pandemic. We moved to formulas that have a moisturizing effect on skin we use them as a metaphor for the gender-fluidity that’s going on today. We believe in and are excited about the products. They’re extremely well-received by consumers. We’re reaching every subsection within this community, and we can see a community that loves fragrance. It’s just another element of beauty that binds everyone together.

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“The movement represented by the Phluid Project is no longer on the margins of society,” Mormoris said. “It’s at the heart of society, and I’d argue that retailers are late because people like us are coming in with brands that are talking about this message. There’s images of the photo shoot and the way we cast models, lesbian, non-binary, gay and trans models. It was important to find folks who are beautiful inside and outside.”

Rob Smith, CEO of the Phluid Project, listened to customers and the community, which wanted longer-lasting scents. “Hopefully, we’ll continue to add, so there will be more. They’re so universal, every one has so many layers,” Smith said. “The artisans who created the scents captured this idea of mixing traditional feminine notes, which are florals and fruits, along with masculine notes, which tend to be earthy and wood-based.”

For the ad campaign, Smith said, “It was important to find folks who are as beautiful inside as outside. Some identify as traditional beauty, others transcend classic, traditional looks. They’re members of The Phluid community, and they’re wholeheartedly behind this campaign, this vision and this product. It’s a joy to work with them.”

The scents retail or $55 for 1.7 ounces. A travel size is $20, and a discovery size, is $9.95 for four small vials of the fragrances.

The fragrances are sold at Macys.com and Sephora. “We feel the brand has the ability and the need to reach a larger audience,” Smith said. “We’re looking at retailers like Target,
TGT
Boots in the U.K. and T-mall in China. Every retailer we’ve shown the brand to is thrilled because of this revolution in the world, where the LGBTQ+ community is wholly integrated. It’s a huge white space.”

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