Lithuania's foreign ministry is experimenting with a new form of national branding: a national fragrance.
The "Lithuania" perfume — which has already been presented to various ambassadors — is, says its designer, "a blend of sandalwood, cedar and musk intended to connote the Indo-European origins of the Lithuanian language as well as Lithuanian strength of character." Adds an "emotional communications expert" who worked on the branding, "For Lithuanians to identify themselves with this perfume, we've added the smell of wood fires that can be associated with pagan rituals, as well as moss and wildflowers."
National pride notwithstaning, the scent was made by the French company Galimard. And, given that samples of the scent have been given to Lithuanian soldiers in Afghanistan, we can only assume it's unisex. (Although no word on whether they've used it). The opportunities for national olfactory branding — and the jokes inherent therein — boggle the mind. US-wise, we'd say the first order of business is to establish "Elephant" and "Donkey" top notes with hints of tea and arugula — which, in a perfect world, layer harmoniously. Christine O'Donnell, however, might find she's more of a "Lithuania" customer.
Lithuania Launches National Perfume [Independent]
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