Floral Street Fragrance Line Makes Debut With an Eco Angle

LONDON — Michelle Feeney is back in the beauty arena with a built-from-scratch fragrance brand created with a young audience in mind, a flagship set to open in Covent Garden in mid-November and a mission to educate a new generation, WWD has learned.
Floral Street launches at Harvey Nichols in London and online this week, offering eight floral scents created by the perfumer Jérôme Epinette and produced by Robertet. The collection plays in the premium space with prices that range from 12 pounds for a discovery set of eight fragrances to 55 pounds for a 50-ml. bottle.
“I realized there was this massive gap between Lush and Jo Malone, and I wanted to offer fine fragrance at an affordable price, in a different way, to a younger customer,” said Feeney, who’s clocked 30 years in the beauty business, working for companies including the Estée Lauder Cos. Inc. and PZ Cussons.
Surrounded by pebble-shaped bottles of the fragrances during an interview, Feeney said there may be many niche fragrances out there, “but their starting price point is really high. And then there are great bath and body things, but there was nobody who was speaking to a younger customer. Having a son who’s 24

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