EXCLUSIVE: High-end Body Care, Scent Brand Name, To My Ships, Sets Sail for Liberty in London

LONDON– In a market consumed with storytelling, Daniel Bense did things in a different way when he introduced the high-end body care and scent brand name, To My Ships, which is set to debut at Liberty with an unique setup on Tuesday.

Rather of comprising a marketing story, Bense turned to the mom of all stories, The Iliad, for motivation, developing a brand name of antiperspirants, body washes and scent around the looks, drama and love of the classical world.

The objective declaration is funny, in the very best method: “Motivated by The Iliad, a desire for cleaner underarms and an objective to stop olfactory overload.”.

Bense has actually dug deep, pointing out lines from Homer’s critical poem, which follows Achilles, Hector, Agamemnon and a host of meddling gods and goddesses through completion of the Trojan War.

He particularly referrals Robert Fagles’ popular 1990 translation, utilizing lines from the legendary poem in the brand name’s literature and product packaging.

” I wished to do something that was appealing and intriguing and interesting, and rally a fantastic group around a concept,” Bense stated in an interview. “I wished to go to the opposite end of attractive, to the dark, stinky [bodily] functions, and think of items that are typically neglected, items you utilize” every day however never ever hesitate about.

He likewise wished to develop items that didn’t smell “synthetic, or like a responsibility complimentary hall,” therefore turned to The Iliad “and its implicit require calm, civilized living” for motivation.

” What much better method to [create] than to utilize among the earliest pieces of Western literature to ground yourself, and offer yourself depth, compound and constant motivation?” he asked.

The very first collection, Of the Gods, introduced last September with roll-on and spray-on antiperspirants, a hand and body wash, and a scent, Of The Gods Polygonum eau de parfum.

The formulas consist of a high level of natural components, can be found in recycled and refillable product packaging, and bring the fragrance of the fragrance.

The antiperspirants in specific are devoid of aluminum salts and alcohol and developed for delicate skin. Bense stated the research study into the formulas was painstaking, since underarms are as delicate as eyes.

The scent itself consists of oils distilled from aldehyde-rich flowers of Solomon’s seal; from the branches and leaves of petitgrain, and extracts of patchouli. Bense dealt with the perfumer Celine Barel of International Flavors and Fragrances on the fragrance.

He was choosing an aroma that was subtle, distinct and might last throughout the day, which indicated no self-important notes such as rose or oud.

On Tuesday, To My Ships will introduce its 2nd collection, Stand Fearlessly, at Liberty with a takeover of the ground flooring atrium and a background produced by a designer and set designer. It includes– what else?– towering classical columns engraved with lines from the legendary poem.

” They’re stunning little bits of the poem, like when Hera will seduce Zeus,” stated Bense, whose brand-new collection functions antiperspirants; a hand and body wash, and an eau de parfum, which are instilled with marjoram, bergamot and cedarwood.

Bense stated he picked Liberty for a range of factors.

” I like their commitment to imagination and quality, and they bring in a fantastic client. They have actually likewise been at the leading edge of brand name discovery for a long time. They constantly appear to pluck brand names out of obscurity and be outright champs of them,” he stated.

To My Ships likewise prepares to go for Capital in Australia and Skins in the Netherlands and is speaking with other wholesale partners globally. Rates vary from 35 pounds for the 75ml, roll-on antiperspirant, to 170 pounds for the 100ml eau de parfum.

Bense, who is 39, was raised in South Africa, informed in Australia and invested more than a years at Aesop supervising European markets. He later on acted as handling director of the high-end underclothing and clothes brand name Sunspel.

He introduced To My Ships with assistance from angel financiers, consisting of coworkers, providers and consumers.

He stated his dream for the business isn’t a lot to get as huge as Aesop, which was obtained by L’Oréal 2 years back in an offer valued at more than $2.5 billion, however to grow properly, and service consumers.

” I’m not going after development numbers– I’m going after effect. I do not understand that To My Ships requires to always be an enormous business,” Bense stated. “We wish to be as accountable as possible, which is why we have actually utilized aluminum, recycled plastic and glass.

” We wish to have less influence on the environment and deal consumers a raised regimen that’s possibly a little reward to them on an everyday basis,” he stated.

In regards to item, he figured out to keep discovering “intriguing, underappreciated items and attempting to do more with less and do it much better. I believe there’s more ‘dark and stinky’ out there, and there are more neglected classifications,” stated Bense, whose mission for a more aromatic world has actually only simply started.