Virtual Lily is Tru Fragrance's HipNote for Spring 2013

Tru Fragrance announced Virtual Lily as the seasonal HipNote for spring 2013. Inspired by the blossoming TechNature trend, defined by the marriage of technology and nature, the note is a modern take on the traditional spring blooming flower, lily of the valley. Also known in perfumery as muguet, the flower signifies happiness and is recognized in parts of the world as a symbol to welcome and celebrate spring.

A representation of femininity and chastity, the lily of the valley flower is highly delicate. Its gentle nature means that oil cannot be extracted from the flower and therefore all muguet fragrance notes are synthetic. Long a classic and important note in the world of fragrance, muguet provides a clean floralcy while its earthy base exudes a sexy edge.

“New technology is everywhere we turn, and Virtual Lily celebrates the union of technology and nature within the beauty space,” said Ann Colville Somma, director of product development for Tru Fragrance. “This spring’s HipNote is a fresh and contemporary take on one of the fragrance world’s most traditional and well known notes.”

The Virtual Lily trend will take center stage in spring fragrances including Narciso Rodriguez L'Eau For Her, Shanghai Lily by Tom Ford, Roberto Cavalli Acqua and DKNY City for Men. The fragrance experts at Tru anticipate that the spring will welcome various TechNature trends on the fashion runways as well as in the design and home décor spaces.

The Virtual Lily HipNote was created by senior perfumer Christian Truc of fragrance house Ungerer & Company. Featuring top notes of bright ozone, nova grapefruit and green apple skin, HipNote Virtual Lily offers various lily and floral notes as well as blonde woods, sheer amber and skin musk for a light and sensual scent to welcome spring.

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