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Anger is Enchanting
So, you virtuous folks and poor sinners! I don’t have much to say about this fragrance. If you’re only interested in the scent itself, you can save some time and scroll right to the end. Mainly, I’m using Era as an excuse for some infotainment nonsense.
For a while now, I’ve had the idea that if I ever started my own label, I would launch fourteen signature scents and name them after the seven cardinal virtues and the seven deadly sins. But, nothing new under the sun, and in a Stanislaw Lem-esque pseudo-plagiarism, Memoize had the same idea at the same time and executed it before me. One must acknowledge that without envy (!). However, as far as I can see, the execution has been rather bumpy. What a shame. A good idea wasted.
Memoize is a rather hip and relatively expensive (177 British pounds for the 100 ml bottle) London label founded by Holly Hitchinson with the goal of getting rich..., uh, sorry, with the aim of combining the ideas of wearability and practicality with a touch of nobility, elegance, and uniqueness while strictly adhering to responsibility for our planet through sustainability... Well, you know the drill. The work is done by a specially "curated team of highly experienced British perfumers," whose names are not disclosed. The Memoize fragrances are anonymous works.
In addition to some standalone scents that don’t fit into either of the two lines, there is a black line with the seven deadly sins and a white one with the, hmm, well, somewhat virtues, as only two of the classic Aristotelian-Christian seven cardinal virtues are included: caritas (charity) and temperantia (moderation). Prudentia, iustitia, fortitudo, spes, and fides have been replaced by the brand’s own virtues (which are also important) industria, patientia, humilitas, and humanitas.
Regarding the seven deadly sins (which theologically speaking are not really deadly sins but rather capital vices or root sins), the black series has adhered to the program established since Pope Gregory the Great (around 600 AD). The fragrances are named:
Superbia (Pride, Arrogance)
Avaritia (Greed, Avarice)
Luxuria (Lust, Desire)
Ira (Anger, Revenge)
Gula (Gluttony, Selfishness)
Invidia (Envy, Jealousy)
Tristitia (Sorrow).
That’s all well and good theologically, except that in the classics, tristitia is usually referred to as acedia (sloth, laziness, spiritual apathy). And, what’s even stranger is that for Anger and Revenge (ira), that is, this fragrance here, the word is misspelled. The fragrance is called Era with an E. However, that word doesn’t exist, except in pre-classical Latin, where it means "mistress." The promotional text, however, indicates that anger is meant. Personally, I suspect Memoize took the liberty because the British buying public would otherwise associate the scent with the "Irish Republican Army" and would have called the police instead of pulling out their credit cards.
I find it ethically somewhat problematic that in the advertising slogans, these vices and sins have been (of course) twisted into something positive, along the lines of "Arrogance is great, Anger is enchanting, Greed is cool." For this angry fragrance, it says, for example: "The essence of passion, provocation, and power. Lose control of your emotions with this powerful fragrance...". Well. That could have been phrased even less elegantly by Rumpelstiltskin.
I find the fragrance itself neither wrathful nor provocative, but rather a bit boring, although it is certainly not bad. At first, you have to struggle through an irritating hairspray synthetic. Once that settles, a dry, simply oudy wood hammer emerges, dancing a waltz with a smacking, ripe fruity leather counterpart. Floyd’s raspberry associations are understandable, and with that (wood, leather, raspberry), we are, of course, right in familiar, if not to say worn-out, territories.
I don’t notice the floral splendor indicated in the heart note; it may be that in combination with the saffron, it contributes to the overly soft, almost slimy vibes that I perceive as fruit velvet. Eventually, everything fades into a rather pleasant, dry-sweet general base.
All in all, I perceive this fragrance neither as particularly sinful nor virtuous; rather, it comes to my mind:
In perfume and scent matters
the middle way brings death.