Sunday, August 13, 2006
In Selfriges on Saturday some PVC-clad blondes dressed as nurses caught my eye. They were brand communicators for a new perfume by the name of Smiley. It's from designer Ora Ito, and claims to be the world's first antidepressant perfume. Unfortunately I didn't sniff any - I was in a good enough mood from having played with Apple's distorting webcam software that had friends and I in fits (think hall of mirrors).
This is the blurb from the official website:
Prescription free happiness, now available?! Smiley offers a unisex and universal range of products with micro-nutrients to activate happiness! Its secret: the formula is based on natural bio-chemistry combining theobromine with phenylethylamine derived from pure cocoa extract. This psycho stimulant cocktail is available in a whole range of preparations using galenical pharmacology. A 100% medical look for a unique therapy, the range is revealed out of the confined box of the luxury perfume industry! This antidepressant remedy is to be consumed without any moderation: in the shower, in the bath, for specific use anytime you wish! The formulae are preserved in exclusive perfume bottles developed by the prestigious glassmaking techniques of Saint-Gobain and desinged by Ora-Ito, the most sought after designer of his generation. Nothing like it to contain the happy therapy!
Medicine has never been so fashionable since the demise of Damien Hirst's The Pharmacy restaurant. Frankly, it seems a little bizarre, stigmatising itself somewhat by making its purchasers appear depressed. What do we think?