A NEW STORY INSPIRED TO ATKINSONS FOUNDATION

A NEW STORY INSPIRED TO ATKINSONS FOUNDATION
A new chapter opens up inside the Atkinsons family: JAMES, the first fragrance launched by EuroItalia and inspired to the brand’s founder.
The new eau de parfum by Atkinsons captures the spirit of those who dare to pursue their passions and open new paths. Like James Atkinson, who came to London and, although an outsider, became the toast of the town, by virtue of his talent, flair and originality.

James is a fragrance with strong character, charming, elegant, and powerful. Full of richness and composed with some of the most noble ingredients in perfumery, it’s scented trail masterfully blends woody ambery notes with spicy facets.

A charming, contemporary scent created by Olivier Pescheux and Yann Vasnier (Givaudan), where the explosive fresh start embraces a warm ambery-floral heart and rests on a classy woody dry-down of elegant vetiver and patchouli.

In details, the top notes are made by Bergamot oil Italy SSV (Sourcing @Origin), Finger Lime, Pink Peppercorn CO2 Orpur, Clary Sage Absolute France OrPur. The heart of the fragrance presents Elemi Oil Philippines, White flowers accord, and Violet Leaves. Whereas the dry-down ingredients are Vetiver oil Haiti OrPur SSV (Sourcing @Origin), Patchouli oil Ironfree OrPur SSV (Sourcing @Origin), Musk (Moxalone & Cosmone), Akigalawood (Upcycled).

It’s a fragrance with 67,12% biodegradable ingredients and 30% natural derived ingredients. 

James is composed with exceptional raw materials masterfully selected or created by Givaudan, the so called Orpur®, also called Top of the crops or crème de la crème. Orpur® was established in 2000, with the aim of unlocking the potential of iconic natural raw materials in perfumery. It means ‘pure gold’ in French, and this exceptional collection is just as beautiful and sought after as the precious metal.

Its rich scent is exalted by the “London smoke grey” matt bottle, enriched with a glossy label engraved in silver. James stands out in orange, Atkinsons’ iconic colour.

James is available as Eau de Parfum 100 ml.

OLFACTIVE PYRAMID
WOODY AMBER SPICY
A charming, contemporary scent where the explosive fresh start
embraces a warm ambery-floral heart and rests on an classy woody
dry-down of elegant vetiver and patchouli.
TOP
Bergamot oil Italy SSV
(Sourcing @Origin)
Finger Lime
Pink Peppercorn CO2 Orpur
Clary Sage Absolute France OrPur
MIDDLE
Elemi Oil Philippines
White flowers accord
Violet Leaves
DRY-DOWN
Vetiver oil Haiti OrPur SSV
(Sourcing @Origin)
Patchouli oil Ironfree OrPur SSV
(Sourcing @Origin)
Musk (Moxalone & Cosmone)
Akigalawood (Upcycled)
67,12% BIODEGRADABLE - 30% NATURAL DERIVED INGREDIENTS - VEGAN

ATKINSONS HISTORY
Atkinsons has been creating cosmetics and fragrances since 1799. It all began in
England when Regency fashion favoured lace, sumptuous silk and the Empire
waist dresses. It was a stimulating and culturally vibrant period in which the
aristocracy imitated King George IV’s fondness for opulence, the novels of Jane
Austen were avidly devoured by young romantics and the poetry of William
Blake and John Keats tripped off the tongues of dandies as they gathered in the
salons of London’s most illustrious residences.
Ostentatious displays of elegant attire and gracious manners were accompanied
by a somewhat haphazard attention to grooming and it was in this context that
the first toiletry product to make a splash was a rose-scented pomade made
from precious essential oils extracted from Persian flowers. The name of the
pomade was Otto of Rose, and it was produced by a young and enterprising
perfumer called James Atkinson.
His entrepreneurial spirit was never in doubt. At the age of just seventeen, he
left the rugged Cumberland countryside and set off to London in search of
fortune where he set up shop in Bloomsbury. Before long, business took off
to such an extent that he moved with his brother Edward to premises at 44
Gerrard Street in Soho.
The popularity of James Atkinson and his products exploded in 1826 when King
George IV himself fell in love with his Eau de Cologne. This bold, heady
fragrance based on woody and spicy notes was a far cry from the citrussy Italian
and French colognes of the day and chimed perfectly with the flamboyance and
splendour of the times.
Suddenly, Atkinsons’ Eau de Cologne became the must-have fragrance for
anyone who was anyone in English society. When Atkinsons was proclaimed the
Official Perfumer to the Royal Court of England, fame spread further afield as
kings and queens, princes, heads of state and artists all clamoured
to purchase it.
Clients included Queen Victoria, the famous dandy Beau Brummel, the Duke
of Wellington and his arch-rival Napoleon, along with a host of European royal
personages including Queen Margherita of Savoy. The Atkinsons archives still
contain bespoke labels of its creations for a host of famous customers and the
Tsarskoye Selo Palace Museum in Saint Petersburg is home to the
custom-created bottle of White Rose perfume which once belonged to the
Tsarina of Russia.

GROWTH AND ROYAL SEALS OF APPROVAL
In 1831, Edward Atkinson, James’ brother, became a partner and introduced a
series of strategies to grow the business. These included changing the name to
J. & E. Atkinsons and moving to the prestigious Mayfair address of 24 Old Bond
Street. The premises were designed to accommodate offices, a laboratory and
of course a large boutique with the finest cosmetics and fragrances on display.
These included exotic scents, colognes, perfumed face powders, soaps, face
creams, hair lotions, toothpaste and depilatory creams for both ladies
and gentlemen.
Success continued when the baton was passed on to Edward’s son, named
James after his uncle, and his manager Eugene Barrett. However, it was not
until 1896 that J. & E. Atkinsons saw a vast increase in capital, in the form of
200,000 pounds, a veritable fortune at the time. Under the leadership of
CEO Horace Barrett, the brand and the products went global, winning over
discerning noses throughout America, Europe and Asia.
The fame of the House of Atkinsons showed no sign of letting up, as it garnered
awards, including the gold medal at the Universal Exposition in Paris in 1878 and
again in 1889, which also happened to be the year of the Eiffel Tower. In 1900 it
scooped the Grand Prix, and the following year received another royal warrant,
bestowed this time by King Edward VII.
Atkinsons continues to garner royal seals of approval and, in the official book
celebrating Queen Elizabeth II’s Platinum Jubilee, it appears as one of just 70
distinctly British brands recognised for their contribution to business, society
and culture in Great Britain.