It’s not every day that you encounter a concept so thorough that it emanates through the very core of the product. I’m pleased to say that today is one of those days. From Italy comes four new unisex fragrances that have been designed to retrace the evolution of manhood through time, historical archives, stories and mutations conserved within the vital flushing of blood. Entitled the ‘Blood Concept’, the series of scents recreate the evolution of man through blood type, from type O to AB.

The human body is filled with a liquid vital rush that brings us what we more are most fond of: Life

Saturated with legends and meanings, blood is filled with mystery, fascination and respect: it’s the most tested and studied part of the human body. Blood hides the multitude of secrets that reveals our inner and unique way of being.

O – Carnal and Primitive.


Ideal: From the depths of the Earth.

Head:  Thyme, Raspberry
Middle: Cyperus, Esculentus, Rose hips
Base: Leather, Birch, Cedar Wood, Metallic Notes

A – Green and Aromatic.


Ideal: Reflects a symbiotic relationship with nature.

Head: Green Garden
Middle: Tomato Leaves, Basil
Base: Star Anise, Metallic Notes

Each fragrance ends with the same subtle and mysterious note: a vague metallic hint of blood.

B – Nomadic and Eclectic.


Ideal: A brave traveller keen to explore the unknown.

Head:  Red Apple, Black Cherry
Middle: Arthemisia, Pepper, Pomegranate, Black Tea
Base: Patchouli, Teck Wood, Metallic Notes

AB – Uninhibited and Visionary.


Ideal: A loner chemist stumbling upon unavoidable changes.

Head: Aldehydes, Aluminium, Slate
Middle:  Pebble, Aqua
Base:  Cedar Wood, Metallic Notes

Created by Antonio Zuddas and Giovanni Castelli in collaboration withof APF France, the concept doesn’t stop with the fragrances; each year the Blood Concept packaging will be made more precious with the contribution of artists from all over the world; an online contest will allow artists to their ideas with the best being chosen by the brand creators. The Blood Concept was not developed to be a brand dedicated only to fragrance: the range is set to grow in multiple directions including fashion, design, art and communication.

The Blood Concept fragrances is available in 40ml ‘Dropper’ Bottle (£115) and 60ml Spray Bottle (£98). For more stockist information contact Liberty on 020 7734 1234.