World's first 'spiritual' perfume launched

The Orange, California-based company says that the fragrance, Virtue, includes natural oils of Virtue, that blend with the wearer's own body to form a distinct smell that is unique to the individual. "We turned to the bible to seek inspiration about which items to include and became convinced that a formulation would reveal itself," said Rick Larimore, IBI's chief executive officer. The fragrance contains notes of apricot, pomegranate and fig, blended with iris and a base of frankincense, myrrh, aloe and spikenard. It is presented in a 1.7-fluid ounce French bottle, embossed with 24-k gold lettering and will retail at $80, retailing exclusively on the internet. "No one has ever done this before in a perfume," said Viki Pratt, IBI's president. "Biblically, fragrance was associated with Christ and many of the saints; including last century's Padre Pio, who gave off a fragrance that was associated with virtue," said Larimore, who also said the fragrance had been six years in development. "Almost every religion and spiritual system worldwide acknowledges that many individuals of high spiritual attainment give off a fragrance attributed to their virtue," he added. The company said that initial product testing, carried out in a high profile retail outlet in California, found that 95 per cent of people that tested the fragrance - both male and female - said they liked it. It added that typically, a 'likeability' of around 30 per cent is considered to be good in the industry.

World's first 'spiritual' perfume launched

Niche fragrance provider IBI has launched what is claimed to be the first ever 'spiritual' perfume, a product that its creators claim has been formulated and marketed to remind wearers of God.

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