Be bold with your signature scent this summer. Why choose an obscure fragrance that merely "evokes a pleasant BBQ grilling scene" when you can straight-up smell like smoke? Eau de Grill is a "dignified" blend of outdoor smells including "burning coals" and "smoky air." Maybe charred hamburgers don't feel highbrow to you, but that bottle definitely says sophistication.
The perfume is the collaborative effort of Finnish grocery chain Lidl and Scandinavian perfume company Max Perttula.
Lidl was looking to smoke the competition with an ad campaign that focused on something other than families with plastic smiles standing around grilling in a yard. Their follow-your-nose strategy was timed perfectly with the arrival of Finland's grilling season and came with accompanying promo videos.
Watch below as Max Perrtula takes us on the olfactory experience that resulted in Eau de Grill. Apparently nothing stokes his creative fires like setting meat aflame. The video suggests there's actual essence of hotdog somewhere in the fragrance formula, which is reason enough to be excited about it.
More good news: Eau de Grill comes in 'pour homme' and 'pour femme," so you can gift it for the male and female grill masters in your life. No word yet on the cost, but if you're hoping for a summer romance it may be worth purchasing some for yourself. If a fellow food lover gets a whiff of perfectly smoked meat at sunset, something delicious might start cooking.
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