Rachel, Dynamite’s muse, has arrived. A popular avenue that many retailers are taking is delving into the enchanting world of fragrances. There’s something incredibly powerful about completing the sensory experience of a store. When you step into any store, you’re immediately overwhelmed with visuals, items to graze, music to listen to, not often taste (but hey, sometimes when we’re lucky), and now smell.

Unfortunately, I wasn’t able to make it to the Rachel launch event, but from the looks of it, it launched with a bang (and bang). The product is available in three deliveries – 50ml spray ($29.90), a 10ml rollerball ($14.90), and a body cream in 125ml ($15.90). Astounding price points, and I do have to say that it’s a striking fragrance (top notes – lemon verbena and apple leaves, mid notes – white cedar, jasmine, and freesia, low notes – blonde woods, palissander, clear amber). My only commentary about the packaging is that the rollerball is strikingly like the Stella McCartney perfume rollerball. But I have to say, that this refreshing scent trumps the wildly musky one of the Stella offering.

Also have to shed love to the fact that Rachel is on Twitter – twitter.com/rachel_dynamite. I’m big on the personification of brands, and this is definitely an appealing way to do it.

> images from press kit