Davina McCall among celebrities in race to get her hands on £ 72 luxury fragrance without perfume
CELEBRITIES rush to get their hands on a luxury fragrance that has no odor.
Molecule 01 is flying off the shelves thanks to the support of influencers and stars such as television’s Davina McCall.
Dubbed the Emperor’s New Scent, it is based on the Iso E Super synthetic aroma, which enhances odors.
By coming into contact with the body’s chemistry of the skin, it creates an individual scent for that person that only those around them notice.
This means that often the person spraying themselves does not smell anything.
The eau de toilette, priced at Â£ 72 per 100ml, is the best-selling fragrance of all time in the Harvey Nichols department store.
Daniel Rinaldi, former boss of the luxury chain, admitted that when she first tried a sample she didn’t smell anything at all, but when she got home people told her that the smell was unbelievable”.
She said, “I went to the office the next morning and placed the biggest order they could handle.”
Masked Singer star Davina, 53, said: “People tell me all the time, ‘You smell amazing’ – but I can’t feel it on myself.”
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