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The new perfume from Phlur was released July 18, 2023. Upon launch, it was available for purchase from the Phlur website as well as Sephora and Selfridges.
Phlur Father Figure comes in the same sizes and prices as all the other Phlur perfumes:
So what does Phlur Father Figure smell like?
Phlur Father Figure is a warm, woody perfume, with key notes of Lush Fig, Jasmine Dew, Sandalwood.
As shown above, “FATHER FIGURE is a lush green fragrance. Unisex and sensual, it opens with a fleshy fig and dewy cassis, then folds into a creamy sandalwood, orris root and vanilla madagascar.”
Full Description:
A provacative, green fig fragrance.
Commanding yet tender at the same time. Rooted in lushness, FATHER FIGURE is a vivid green fragrance that captures the intimate feeling of cool. Opening with fleshy fig and dewy cassis, then folding into a creamy sandalwood, orris root, vanilla madagascar, FATHER FIGURE is layered and vibrant. Skin musks and sheer patchouli add intimacy and sensuality.
Phlur Father Figure Notes:
Top: Waterlily, Lush Fig, Cassis Buds
Heart: Orris Root, Iris Flower, Jasmine Dew
Base: Skin Musks, Vanilla Madagascar, Patchouli Leaf, Sandalwood
The name father figure is a play on the word “fig”, which is a key note in this perfume. Let’s take a deep dive look at the marketing of this fragrance, which features women in suits, hints of green (the color of the perfume bottle + money), and taglines like “be your own daddy”.
Below is the introduction video on Instagram:
The caption reads: “Be your own daddy. Commanding yet tender at the same time. Rooted in lushness, FATHER FIGURE is a vivid green fragrances that captures the intimate feeling of cool confidence. ”
The video then goes on to say:
Introducing Father Figure
Commanding Yet Tender
Bold Yet Refined
Confident And Chic
Genderless
….
I’ll be your daddy
Chriselle Lim’s TikToks:
The marketing of the Phlur’s Father Figure goes beyond just the brand’s accounts. Chriselle Lim, the woman who owns Phlur, also marketed the new perfume on her own socials.
Prior to the perfume release, she released a two-part video series on TikTok. Below are the images from the two tiktoks:
Episode 1:
Reads: Be your own daddy. Make your own money. One week they love me. Next week they hate me. Both weeks I got paid.
Episode 2:
Reads: The comeback is personal, it’s an apology to myself. She’s got the next level, never settle secure the bag, kinda vibe. I used to sit in a room and wonder if they liked me. Now I wonder if I like them.
Once released, Chriselle Lim posted another tiktok, in the schematics of a movie release. The text on the video reads: “I do not need a man to be happy, because I am the man. I can be mother and I can be father too.” At the end, the credits roll and says: Cast: Mother: Chriselle Lim, Father: Chriselle Lim
Fun Facts About the Marketing Videos:
The marketing videos shared on socials for Phlur’s Father Figure features some famous people. The backstory was shared via e-mail:
Consumers React to the Marketing of Phlur’s Father Figure:
There has been nothing but hype and positive feedback surrounding the marketing of Phlur’s Father Figure. The Instagram and TikTok videos are getting comments like “slay”, “boss” and “iconic”.
The Q&A section on Sephora is also filled with humorous commentary regarding the naming:
Will this fix my daddy issues?
Will this forget to call me on my birthday too?
Thoughts on the marketing of the Phlur Father Figure:
We love the messaging behind the marketing of Phlur’s Father Figure. It’s has an individualistic, empowering, and self-sufficient message.
“I do not need a man to be happy, because I am the man. I can be mother and I can be father too.” This saying signifies independence, self-sufficiency, and the ability to fulfill multiple roles traditionally divided among genders. The individual feels they have the strength and capacity to take care of themselves and others, irrespective of gender norms.
“The comeback is personal, it’s an apology to myself. She’s got the next level, never settle secure the bag, kinda vibe.” This saying stresses self-improvement, self-forgiveness, and ambition. It’s about overcoming personal setbacks and striving to reach new heights, always pushing oneself to the next level and never settling for less. “Secure the bag” typically means achieving financial security or success.
“I used to sit in a room and wonder if they liked me. Now I wonder if I like them.” This phrase represents a shift in perspective from seeking approval from others to focusing on one’s own feelings and preferences. It’s about prioritizing personal judgment over the need to be liked.
“Be your own daddy. Make your own money. One week they love me. Next week they hate me. Both weeks I got paid.” This statement conveys self-reliance and indifference to the fluctuating opinions of others. It implies that the individual is focused on their own success and stability, rather than relying on others for validation or support. Regardless of others’ love or hate, the speaker is still successful and financially independent.
Alot of the messaging is quite personal to the founder of Phlur, as she recently went through a divorce. Several of the images in the videos show divorce papers, and the aftermath of successs, showing you don’t need to rely on a man.
Phlur is one of our favorite perfume brands. Not only do they make perfumes that smell amazing, they are a company that uses clean ingredients (even though they stay away from the word “clean”). Phlur perfumes carry the “Clean at Sephora” label, meaning they don’t use harmful ingredients, like:
We are SO excited about the launch of Phlur’s Father Figure.
We hope to fall in love with the scent (haven’t actually smelled it yet), as we have already fallen in love with the name and messaging.
Phlur’s Father Figure gives an aura of strength, independence, and self-assured success. I
Its empowering message resonates deeply with those who wish to embody these characteristics, making it more than just a scent, but a declaration of intent. The narratives of self-reliance, determination, and personal fulfillment form an intoxicating blend that empowers you to face any situation with tenacity and confidence. Whether you are closing a crucial deal, grinding at work, or simply navigating your personal life, this perfume serves as a constant reminder of your capabilities. The scent doesn’t just make you smell good; it fortifies your resolve, making you feel ready to take on the world, secure your goals, and maintain your independence. It’s not just a perfume, it’s a statement of personal empowerment and resilience.
In a world where strength is currency, dear, A fragrance rises, bold and clear. “Father Figure” they’ve named this brew, A testament to the power in you.
More than a scent, a statement bold, For those who break the age-old mold. “No need for a man”, so goes the creed, “I am the man”, indeed, indeed.
And mother too, within your heart, Playing effortlessly, every part. Rising, falling, in between, A solo dance, a splendid scene.
“The comeback’s personal”, the scent implies, An apology to one’s own eyes. Secure the bag, and never settle, This perfume’s tune, a rebellious kettle.
Whispers in a room, once cared, Replaced by self-love, fully bared. A change in heart, a shift in sight, From their approval, to your own light.
“Be your own daddy”, the fragrance sings, In every note, empowerment rings. One week loved, the next week scorned, Regardless, success beautifully adorned.
So wear this scent, a tribute true, To the vibrant, independent you. Father Figure, a perfume rare, The essence of strength, beyond compare.
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