Amis <3

The Amis line was launched in early 2015 and sought to reach a very youthful target audience, focusing on young teenagers connected and on the friendship relationships established and reinforced by the virtual environment. For this reason, the name of this perfume is Amis <3, which is written exactly like this, with an emoticon forming a heart and a loving name, as girls usually call themselves when referring to their friends (Amigas, in Portuguese). However, it became commercially known as Amis Floral. So, organizing some boxes here in the collection, I came across the fragrances that I won on the day of the launching event, and that had not yet entered on my blog. And although they are no longer in production, they can still be found for sale on the internet. Amis Floral brings notes of mandarin, nectarine, and pear, on the output. The body of the fragrance comes with violet, lily of the valley, and orchid. Finally, the base carries notes of cedar, sandalwood, and musk. It was created by Verônica Kato in partnership with Christelle Laprade, responsible for the floral path, and Honorine Blanc, responsible for the fruity path. On the skin, however, it is not as floral as the name implies. In fact, the fruity output is quite rich and remains present for a long time. The notes of pear and nectarine stand out, evolving to an orchid body and a creamy sandalwood base. For a product aimed at teen audiences, it seems to me adult enough, with the aspect of those perfumes sold by Victoria’s Secret. The performance is very satisfactory, taking into account the concept and cost (at the time of the launch it was sold for R$ 45 - 60ml). Visually, the products in the line were very successful, bringing packages produced with PET material, making them lighter, more resistant, and with excellent finishing. Honestly, Natura could have relaunched this line now, since the global pandemic forced everyone to connect virtually, including those who were never adept at social networks and/or messaging apps. Thinking about it, even though only five years have passed, I can imagine a much clearer and understandable communication nowadays, by the brand’s consultants, when explaining the concept and the names of the fragrances to the customers.