Tru Fragrance Announces Virtual Lily as Spring 2013 HipNote

Fragrance Experts Leverage Growing “TechNature” Trend for Modern Take on Classic Note for Spring

CHICAGO--(BUSINESS WIRE)--Leading fragrance development company Tru Fragrance today announced Virtual Lily as the seasonal HipNote for spring 2013. Inspired by the blossoming “TechNature” trend, defined by the marriage of technology and nature, the note is a modern take on the traditional spring blooming flower, lily of the valley. Also known in perfumery as muguet, the flower signifies happiness and is recognized in parts of the world as a symbol to welcome and celebrate spring.

“New technology is everywhere we turn, and Virtual Lily celebrates the union of technology and nature within the beauty space”

A representation of femininity and chastity, the lily of the valley flower is highly delicate. Its gentle nature means that oil cannot be extracted from the flower and therefore all muguet fragrance notes are synthetic. Long a classic and important note in the world of fragrance, muguet provides a clean floralcy while its earthy base exudes a sexy edge.

“New technology is everywhere we turn, and Virtual Lily celebrates the union of technology and nature within the beauty space,” said Ann Colville Somma, director of product development for Tru Fragrance. “This spring’s HipNote is a fresh and contemporary take on one of the fragrance world’s most traditional and well known notes.”

The Virtual Lily trend will take center stage in spring fragrances including Narciso Rodriguez L'Eau For Her, Shanghai Lily by Tom Ford, Roberto Cavalli Acqua, and DKNY City for Men. The fragrance experts at Tru anticipate that the spring will welcome various TechNature trends on the fashion runways as well as in the design and home décor spaces.

Created in limited quantities, the special edition HipNote Virtual Lily is available by request on the Hipnozes by Tru Fragrance Facebook page, a dynamic, interactive online community that connects consumers who share a passion for fragrance, beauty and fashion.

The Virtual Lily HipNote was created by senior perfumer Christian Truc of esteemed fragrance house Ungerer & Company. Featuring top notes of bright ozone, nova grapefruit and green apple skin, HipNote Virtual Lily offers various lily and floral notes as well as blonde woods, sheer amber and skin musk for a light and sensual scent to welcome spring.

HipNote Virtual Lily is the seventh seasonal HipNote trend forecast by Tru Fragrance. To learn more about HipNote Virtual Lily please visit www.facebook.com/Hipnozes.

About Tru Fragrance

A custom fragrance development company that creates, manufactures and markets private brand fragrances for niche and specialty retailers worldwide, Tru Fragrance (formerly “Romane Fragrances”) develops custom fragrances and scented brand extensions in the fragrance, bath and body, and skincare categories. With 42 years of experience, Tru Fragrance offers custom brand development backed by consumer insight, design and formulation expertise, and extensive marketing and merchandising strategies for independent and boutique retailers, specialty chain stores, online retail and mass merchandisers in every retail price point ranging from $9.99 to $99.00. With offices in Chicago, New York and Denver, the company offers an “industry first” category management system that takes retailers through every step of the branded fragrance process including brand interpretation and assessment, research and analytics, creative and formulation development, marketing and merchandising and supply chain fundamentals. To learn more about Tru Fragrance and the Tru story behind the brand, visit www.trufragrance.com or www.facebook.com/TruFragrance.