724 Maison Francis Kurkdjian 2022 Eau de Parfum

MFK's marketing cowboys present this as a vibrant yet urban spirit. I dunno guys, but all I get is a traditional approach to Lily-of-the-valley. Kind of soapy and slightly reminding me of home sprays. Jasmin adds a bit of fluffiness, but not enough to take away that sharp cleansing product vibe.

This is closer to grandmother Diorissimo (1956) Eau de Toilette than it should be. MFK's interpretation falls way short of other contemporary Lily-of-the-valley, like "Lucky | Dior" , Cavatina and "Synthetic Jungle | Editions de Parfums Frédéric Malle" . A big miss. Pity.