German luxury fashion house MCM has launched a new fragrance that embodies its heritage of sophisticated rebellion: MCM CRUSH. This scent is custom-tailored for the fearless rulebreakers and forward-thinking trailblazers who dare to shatter boundaries and create unforgettable memories.
Inspired by the magnetic energy that arises when women uplift and support each other, MCM CRUSH pays homage to the strength and playfulness of female friendships. Sabine Brunner, President of MCM stated, “MCM continues to pioneer new expressions of luxury for independent minds. After the success of Eau de Parfum and ONYX, we are proud to launch this new feminine fragrance dedicated to free spirited women, embarking on a journey of adventure, friendship and love. The MCM CRUSH fragrance is here to build unforgettable memories."
MCM CRUSH is a daring blend of effervescent blossoms and exquisite woods that delivers an enchanting experience. The scent bursts open with an invigorating explosion of apricot nectar and frozen fruits, followed by a profusion of hand-picked Rose de Mai, Magnolia, and White Peony at its heart. The base notes are anchored by a signature blend of Cedarwood, Ambrette, and Cashmere Wood, leaving a lasting impression of sophistication and allure.
Principal Perfumer Frank Voelkl of Firmenich, the architect behind MCM CRUSH said, “Through a contrast of hot and cold ingredients, I played with multifaceted fruits and ambers to craft a comforting transparency that feels familiar yet unexpected.”
MCM CRUSH is not only a captivating fragrance but also a responsibly created one. The formula is vegan and cruelty-free, composed of over 66% biodegradable ingredients, with more than 83% of its components crafted using green chemistry principles. Additionally, over 85% of its sustainably sourced Naturals Together™ ingredients contribute positively to local communities worldwide.
With the launch of MCM CRUSH, the luxury fashion house continues to pioneer new expressions of luxury for independent minds. This fragrance is a testament to MCM's commitment to creating products that not only capture the essence of sophistication and rebellion but also prioritize sustainability and social responsibility.
MCM CRUSH
Key ingredients include:
- Top Notes: Frozen Pear, Pink Pepper SFE, Black Currant, Apricot Nectar
- Middle Notes: Magnolia, Rose De Mai Absolute, White Peony Infusion
- Base Notes: Upcycled Cedarwood Virginia Naturals TogetherTM, Ambrette, Cashmere Wood
The award-winning bottle, inspired by the brands iconic backpack, is now featured in an edgy pink tone with rose gold hardware encapsulating this spirited new scent.
The MCM CRUSH ad campaign radiates the raw energy of getting ready for a girls’ night out that promises to be unforgettable. The visuals celebrate the unapologetic boldness of women who own their stories, celebrate, and inspire each other. Who’s your CRUSH?
"CRUSH is not merely a new chapter in fragrance," asserts Jean Madar, Chairman and CEO of Inter Parfums, Inc. "In collaboration with MCM, we've engineered not just a fragrance, but a cultural touchstone—a scent that resonates with the pulse of the urban spirit. This launch marks a bold stride forward in our narrative, a scent crafted for those who dare to disrupt the status quo."
MCM CRUSH will be available in MCM boutiques, on mcmworldwide.com as well as at select retailers globally starting April 2024.
