STYLE

The Perfume That Smells Of Nothing

14/08/2014 16:37 | Updated 22 May 2015

From a sweet-scented bouquet to the vibrant smell of freshly cut grass, the choice of perfumes is endless. So - would you buy a bottle of fragrance (for £38) that smelt of nothing?

helvetica-the-perfume

Er, it's hard to justify. Yet Helvetica The Perfume, inspired by Max Miedinger and Eduard Hoffmann's Modernist typeface, is exactly that - a bottle of nothing.

Helvetica is "a scent distilled down to only the purest and most essential elements," says the brand's website. And what are these elements exactly? "Air. Water. You."

It's not just a bottle of water, though. The brand reminds us that there's 24k gold printing on the bottle (in Helvetica font of course) and the fragrances are limited edition.

So - aside from being a design junkie's dream, what's the point? Megan Paradise, the person behind the product, told The New York Times that Helvetica is about "a larger idea."

"Modernism and the origin of typeface originated in the idea that content, not font or typography, is important," said Paradise. "Our product is a comment on the perfume industry and water, and its commercialization."

A perfume bottle with a meaning? Yes, this is it - but it won't leave you smelling of roses.

Love fragrance? Shop 10 sweet scents below:

More:

Beauty
Suggest a correction