New perfume APSU by Ulrich Lang New York

by: Elena Knezhevich

Ulrich Lang New York Fragrances, the first brand recognized for melding fine fragrance with contemporary photography (founded in 2002), will launch its new scent, APSU, in summer 2016. The visual for APSU (the work of New York-based photographer Matthew Porter) is a simple palm leaf showcasing the beauty of nature while the name APSU (in mythology used for “fresh water”) hints to the watery notes found in its composition. The fragrance was developed with the concept of uniting minimalism with freshness.

“APSU is more of a scent than a heavy, complex fragrance,” notes Lang. APSU’s scent is a nod to a simpler lifestyle — a contrast to today’s complex world. APSU grabs your attention instantly with its bright blend of lush green notes drenched in clear water".

The top notes consist of crunchy greens mixed with sunny bergamot to capture the lush and vibrant spirit of nature and water in warmer climates. The middle notes consist of white tea, dewy jasmine and iris making the scent sophisticated, clean and inviting. Rounding out the scent is a smooth sensual blend of white musk, frankincense and amber-like woods that creates warmth and adheres to skin.
 

APSU   TOP:   Crunchy Greens, Cilantro, Violet Leaves, Bergamot    HEART:   White Tea, Dewy Jasmine Petals, Water Lily, Pimento Berries, Iris   BASE:   White Musk, Cedar Wood, Amber, Frankincense     APSU Ulrich Lang NYC – 3.4oz / 100ml Eau de Toilette $125.00

APSU, a unisex fragrance, will be available in selective distribution starting June 2016. The fragrance will make its online debut on ulrichlangnewyork.com in May 2016 and will be exclusively introduced at the new Barneys Downtown in New York the same month.

ABOUT ULRICH LANG NYC

ULRICH LANG NEW YORK FRAGRANCES was created in 2002 when former L’Oréal Executive, Ulrich Lang partnered with longtime friend Britt Biegelsen. Contemporary photography has inspired the development and packaging of each fragrance in Ulrich Lang New York’s product line. Each fragrance is composed of eclectic notes that artfully balance simplicity with sophistication. The line has been in selective distribution since 2003, including Barneys New York, Liberty London, Nose Paris, Skins Amsterdam and Quartier 206 Berlin.

ABOUT THE PHOTOGRAPHER, MATTHEW PORTER

MATTHEW PORTER’s work often features historical mash-ups, collapsing disparate events and cultural references within single frames, or spreading them out over a series of tightly edited photographs. Porter has been profiled in The New York Times, and his work is in the permanent collection of The Metropolitan Museum of Art, among others. He is represented by M+B Gallery in Los Angeles, and Invisible Exports in New York. His first monograph, Archipelago, was published by Mack Books in 2015. Porter lives and works in Brooklyn, New York.

Source: Ulrich Lang NYC Press Release