A new MFK launch is always exciting and with the news circulating for months, we are finally able to see the actual product itself! The news first circulated on the Facebook community in May-Jul and people had speculated that the launch will happen around Aug-Sep 2022. The creator/founder himself had also given a preview of the photoshoots below (without the labels) to excite his fans by hinting that the launch is on the way.
Now, we are able to see the finalized version available on the official website which the perfume is on sale as well.
‘724’ is the Parisan version of 24-7.
It is said that this is the sister of the original 754, where the scents and ideas behind it are similar – fresh and clean city scent. The ‘754’ scent was an “exclusive creation” (limited edition) that “honors the elegance of Bergdorf Goodman, the mythical 5th Avenue store”. Since it was receiving a tremendous amount of adoration and demand, the ‘724’ was born for the purpose to continue the celebration as a permanent scent option to the MFK regulars and those who were not able to get their hands on ‘754’.
INSPIRATION: In the light of a pure sky rising over the city ascends the elegant silhouette of 724. Urban landscapes and their surrounding architecture overtly influenced the graphic aesthetic of this musky floral eau de parfum. Luminous, vibrant and comfortably addictive, 724 invites you to feel the city rhythm. In the top notes, a fresh, urban accord is perceived. It is the sensation of clean, energizing freshness, formed of bergamot from Italy and the verticality of aldehydes with sophisticated, slightly metallic, effervescent facets. At the heart of this fragrance lies an airy aura conveyed by a bouquet of flowers structured by jasmine absolute from Egypt, sweet pea and mock orange. In the base notes, this universe of whiteness surrenders to an enveloping, comforting sensation thanks to a sandalwood and white musk accord.
Some said that the employees of MFK have already started their training on this product and that it should be launched on Sept 1st, 2022. Some said that the notes are similar to Aqua Vitae Forte but drier, some said that it is very rich and citrusy. There was also a netizen who had discovered the trademark of 724 that was submitted by the MFK team. With the confirmed information from the official website, it is safe to say that the product will definitely be available for a long, long time.
Below are the notes available from the official website:
Indian White Sandalwood, Aldehydes, Bergamot from Calabria, Bouquet of fresh white flowers, Jasmine from Egypt, and Musk.
This Indian wood is considered to be sacred. It is mentioned in many Sanskrit texts and is still burned in Asia during religious celebrations. For perfumers, the Santalum album growing in India, China and Indonesia is the reference, even if there are now two other varieties cultivated in Australia and New Caledonia. The Indian quality is often referred to as Mysore because it is the historical region in the south of the peninsula that produces the largest amount. The oil distilled from the ten-meter tree is rare and expensive, because it takes more than 50 years to obtain a tree that can be used in perfumery. Its low volatility makes it a very persistent base note. Its fragrance is woody, milky, slightly spicy, round, soft and enveloping.
Aldehydes are synthetic compounds that have been used in perfumery since the beginning of the 20th century, and they have very different olfactory characteristics from one another. They can alternately evoke citrus smells (orange, tangerine), soapy smells or metallic smells reminiscent of a hot iron (steam from the laundry, etc.). Often associated with floral notes, they introduce an effervescent, sophisticated freshness as well as undeniable volume and they also linger for longer.
Known for its fruity edge in Earl Grey tea, Citrus Bergamia is widely used in perfumery because its fresh, sparkling top notes bring a kind of “smile” to the perfume. Its oil is obtained by cold expression of the fruit’s peel. Southern Italy specializes in the cultivation of this citrus fruit, used in the composition of eau de Cologne and of many women’s and men’s fragrances, with fresh, floral and aromatic facets unfolding and stretching all the way into the heart of the perfume.
It is a bouquet of aerial flowers, just picked and barely open, imagined by Francis Kurkdjian. To do this, he reconstituted a seringa, also called the poets’ jasmine, with a scent oscillating between orange blossom and fresh jasmine. Then he reproduced the effects of two other mute flowers, the luminous freesia and lily of the valley, and blended them together. The green lily of the valley note magnifies citrus fragrances and leaves an airy floral sensation.
Known by its Latin name as jasminum grandiflorum, the jasmine used in perfumery is surprisingly potent and multi-faceted, ranging from orangey-floral, solar, fruity (banana, strawberry, apricot), to animalic and spicy. Jasmine has an astonishingly complex structure for such a fragile flower that needs to be harvested very early in the morning before the sun spoils its fragrance. Its scent can only be extracted with volatile solvents and is very expensive due to its low yield of essential oil. Its kaleidoscope of nuances blends perfectly with other flowers as well as woods or ambery accords.
Initially extracted from Tibetan musk deers, natural musk has been banned in perfumery since 1973. Synthetic molecules designed to replace it appeared at the end of the 19th century, so today there is a wide selection of musky notes with an olfactory palette ranging from fruity, to woody to animal facets. Musks are very persistent and relatively non-volatile base notes. They have been extensively used in detergents and fabric softeners, and are commonly referred to as white musks because they evoke the scent of soft, fluffy clean linen, and conjure up a feeling of tenderness and comfort suitable for all kinds of fragrances. With their inimitable mellowness highly appreciated by the general public, today musky notes are present in the vast majority of women’s and men’s perfumes.
ALCOHOL; PARFUM (FRAGRANCE); AQUA (WATER); LIMONENE; BENZYL SALICYLATE; CITRONELLOL; GERANIOL; TRIETHYL CITRATE; LINALOOL; BUTYL METHOXYDIBENZOYLMETHANE; PENTAERYTHRITYL TETRA-DI-T-BUTYL HYDROXY-HYDRO CINNAMATE; CITRAL; BENZYL BENZOATE; BENZYL ALCOHOL
There isn’t any news on whether Malaysia’s sole import-distributor, Bakhache Luxuries, will be selling the perfume on the same launch date but we are definitely excited for it to come! In the meantime, do visit the official website for international shopping (just reservation for the moment).
Update 5th Sept: Bakhache has now included the latest addition of 724 into their website! You can now purchase from their online shop and their offline (official) MFK boutique in Pavilion KL!