{"id":16570,"date":"2019-05-02T16:05:01","date_gmt":"2019-05-02T14:05:01","guid":{"rendered":"https:\/\/www.licensingitalia.it\/?p=16570"},"modified":"2019-05-02T16:05:01","modified_gmt":"2019-05-02T14:05:01","slug":"electric-rhubarb-to-light-up-the-rhs-chelsea-flower-show-2019-new-rhs-floral-street-fragrance-to-launch-at-chelsea","status":"publish","type":"post","link":"https:\/\/www.licensingitalia.it\/en\/electric-rhubarb-to-light-up-the-rhs-chelsea-flower-show-2019-new-rhs-floral-street-fragrance-to-launch-at-chelsea\/","title":{"rendered":"Electric Rhubarb to light up the RHS Chelsea Flower Show 2019: new RHS\/Floral Street fragrance to launch at Chelsea"},"content":{"rendered":"<h3>The Royal Horticultural Society (RHS) has announced that a new RHS-inspired fine fragrance will be showcased at the RHS Chelsea Flower Show in May. Called Electric Rhubarb, the fragrance has been produced in partnership with Floral Street, an innovative British company producing contemporary floral fragrances.<\/h3>\n<p>Electric Rhubarb packaging will feature the Floral Street and RHS logos against the background of a flower mural created exclusively for Floral Street by leading London photographer Matthew Donaldson. The Electric Rhubarb packaging will include the words: \u201cFor the sparkling, luminous, fun-loving and charming\u201d. This fragrance is part of an extensive range of Floral Street fine fragrances.<\/p>\n<p><span lang=\"EN-GB\">During the RHS Chelsea Flower Show, both&nbsp;<\/span><span lang=\"EN-GB\">the <\/span><span lang=\"EN-GB\">50ml Electric Rhubarb bottle and the 10ml <\/span><span lang=\"EN-US\">eau de parfum&nbsp;<\/span><span lang=\"EN-GB\">bottle will be available to buy&nbsp;<\/span><span lang=\"EN-GB\">at the main RHS retail stand, where they will form the centre piece of a Floral Street display. The display will also include the entire Floral Street fragrance range. <\/span><span lang=\"EN-GB\">Samples will be offered to stand visitors throughout the six days of the show.<\/span><\/p>\n<p>But that\u2019s not all. At a special event, taking place in the Jardin Blanc restaurant at the flower show on Wednesday 22 May, Matthew Pottage, RHS Garden Wisley\u2019s Curator, and Floral Street Perfumer J\u00e9r\u00f4me Epinette, the \u2018nose\u2019 behind the creation of the new fragrance, will offer a short presentation discussing both the development of the new fragrance and the partnership between the RHS and Floral Street.<\/p>\n<p>The new RHS fragrance will also be prominently featured in Floral Street\u2019s Covent Garden boutique window display during May and June and will be available both from the Covent Garden flagship store and selected retailers, including John Lewis and Partners and the new retail space at RHS Garden Wisley. It will also be sold online at www.floralstreet.com. Both the new design concept and the RHS fragrance will be promoted through multiple media channels.<\/p>\n<p>Working collaboratively with the RHS to create this unique fragrance, Floral Street has combined beautiful white florals and soft powdery sandalwood with the scent of English rhubarb and an unexpected blast of salty sea air to make this an instant mood lifter. The key ingredients include rhubarb, Australian sandalwood, island gardenia, frangipani and jasmine sambac. Inspiration for both the fragrance and its name come from the heritage rhubarb collection found at RHS Garden Wisley, the flagship garden of the Royal Horticultural Society and one of the great gardens of the world.<\/p>\n<p>Founded in 2017 by beauty industry insider Michelle Feeney, Floral Street was devised as a collection of incredible fine floral fragrances for the modern and curious female,&nbsp;created by one of the best noses in the world, J\u00e9r\u00f4me Epinette \u2013 but also accessible and affordable. An incredible 20% perfume oil level makes these scents beautifully long lasting. Today Floral Streetfragrances can be found in selected retailers in England, Scotland, Ireland, Australia, Germany and Scandinavia, as well as the flagship Floral Streetstore in Covent Garden, London.<\/p>\n<p><strong>Michelle Feeney<\/strong>, <strong>founder of Floral Street<\/strong>, says: <em>\u201cAs a creator of fine floral fragrances for the modern female, who better to collaborate with than the RHS, the best-known and best-loved gardening charity in Britain? We are looking forward enormously to launching Electric Rhubarb, the incredible result of a wonderful collaboration, in our fabulous new packaging concept, at one of the world\u2019s most famous flower shows.\u201d<\/em><\/p>\n<p><strong>RHS Garden Wisley Curator, Matthew Pottage<\/strong> says: <em>\u201cIt is fantastic that Electric Rhubarb\u2019s exceptional fragrance takes inspiration from our National Collection of rhubarb held at Wisley. I\u2019m delighted to support its launch at the RHS Chelsea Flower Show.\u201d<\/em><\/p>\n<p><strong>Cathy Snow, Licensing Manager, RHS<\/strong>, says: <em>\u201cIn Floral Street we have found a brand that, in name and inspiration, as well as quality and innovation, is wonderfully suited to the RHS Licensing programme. We are thrilled to belaunching this exceptional new fragrance from Floral Street at the RHS Chelsea Flower Show.\u201d<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Royal Horticultural Society (RHS) has announced that a new RHS-inspired fine fragrance will be showcased at the RHS Chelsea Flower Show in May. Called Electric Rhubarb, the fragrance has been produced in partnership with Floral Street, an innovative British company producing contemporary floral fragrances. Electric Rhubarb packaging will feature the Floral Street and RHS [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":16583,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[],"tags":[522],"class_list":["post-16570","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-beauty"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Electric Rhubarb to light up the RHS Chelsea Flower Show 2019: new RHS\/Floral Street fragrance to launch at Chelsea - Licensing Italia<\/title>\n<meta name=\"description\" content=\"The Royal Horticultural Society (RHS) has announced that a new RHS-inspired fine fragrance will be showcased at the RHS Chelsea Flower Show in May.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.licensingitalia.it\/en\/electric-rhubarb-to-light-up-the-rhs-chelsea-flower-show-2019-new-rhs-floral-street-fragrance-to-launch-at-chelsea\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Electric Rhubarb to light up the RHS Chelsea Flower Show 2019: new RHS\/Floral Street fragrance to launch at Chelsea - 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