Stop and Smell the Roses

Dazzling citrus notes meet sustainably sourced Damask Rose in this feminine, floral fragrance that perfectly captures the pure excitement of first love. Best of all, Lush Fleur has been created in support of a beautiful campaign to help protect butterflies

The Butterfly Effect is one of the most recognized or most common concepts in our lifetime. For those who are unfamiliar with the expression, it is a theory of causality in physics which states that everything in the universe is connected—in ways so subtle and complex that we cannot even begin to understand. Yet those connections are, in truth, very powerful.

The name “Butterfly Effect” comes from the metaphor that, if we could understand all the connections that exist throughout our universe, we could see how the merest flutter of a butterfly’s wings on planet Earth could reach beyond the atmosphere and affect the motion of different stars.

Like that humble butterfly, we as humans are all connected to each other, to nature, and to every part of the universe. We all belong to the same human family, we are each a member of the community of species, and our fate is connected to the health of our planet. And inside each and every one of us resides an amazing power—the power to make choices. What we do with our time, what we care about, how we treat others… all these are choices we make daily.

Which is why the perfume brand CLEAN has once again partnered with EARTHDAY.ORG to encourage people to make a change and protect the wonderful species with a bottle of Lush Fleur.

CLEAN RESERVE Lush Fleur is a sweet floral chypre created in the vein of the neo-chypre wave we witnessed over the last 20 years, tempering the dry-woody-spicy spine of the classic chypre style with inflated patchouli and flower accords, often alongside an accentuated citrus lift.

Lush Fleur contains all the same elements but puzzles them with different configurations and emphasis. The opening's fruity elements are balanced for impact and intensity, setting a juicy and tart raspberry against sweet mandarin and creamy gardenia for a youthful and care-free optimism. The base sets a contrast of darker earthy rose, cozy woollen moss, and lightly spiced amber that evokes a similar texture and warmth as immortelle—peppered, dry, and dusty like a tweed suit jacket taken out of storage. Within this mix of floral, fruity, woody, spicy, and soil-sodden motifs, green facets emerge from the jasmine and bergamot that punctuate the sensation of carnation even if it isn't there.

The moss accord functions to center the entire composition; without it, Lush Fleur would feel incomplete, hollow, and sketch-like. Providing a sense of humidity, vegetation, and cottony comfort, it allows the rose to sing a wilder, fermented tune, more at home with sepia images of dusk and wilderness than a sun-kissed rose bush blushing under the blue of a Côte d'Azur sky. This is perhaps where the "lush" concept comes from because it certainly isn't the conventional presentation of abundant floral bouquets, Florida jungle greens, or buoyant, curving creams and ambers. CLEAN gives us the lushness to be appreciated from a forest; flowers hidden by twigs and bark, thorns, brittle leaves, and decaying soils.

Not only does CLEAN RESERVE Lush Fleur delight the senses with its fruity, floral fragrance, it also inspires us to #FlutterForChange and create a world where threatened butterflies can thrive.

CLEAN encourages you to stop and smell the roses. Whether you have an utter obsession with flowers, whether having flowers in the house, my room, in the garden, and just seeing them out in nature makes you stop, stare, and smile, Lush Fleur takes you on a journey that not just leaves a pleasant feeling, you also get to feel like you've done something good to the environment.