A Big Legacy in a New Era

By Jake Gloth

Would you like to smell like a car? Your answer is most likely “No.” Well, what if the question was “Do you want to smell like a Jaguar?” No, we are not talking about the animal; we are talking about the car. Suddenly, this proposition is more interesting. Jaguars aren’t just any cars; they are powerful machines that have represented sporting luxury and elegance for years. From machines to scents, Jaguar represents a big legacy in this new era.  

In 1922, William Lyons and William Walmsley founded the Swallow Sidecar Company, the predecessor to Jaguar. This early British sports car manufacturer began producing high-quality cars based on their slogan “value for money,” meaning the high price tag equates to a luxurious vehicle.

While this motto has been changed several times, the original catchphrase still follows the company as they continue to produce distinct and luxurious vehicles.

In fact, the name has become synonymous with excellence and exceptionality, which is exactly what William Lyons was thinking when he changed the name in 1945: “Jaguar is distinctive and cannot be connected or confused with any similar foreign name.” 

This unique, big, and powerful persona is something that Jaguar Fragrance tries to embody in its new scent: Era. To create this aroma, a citrusy medley of bergamot, lemon, and mandarin sits on top. This punchy yet sweet smell helps showcase the strength and sophistication that comes from an automobile titan. 

This scent is a new step for this ever-evolving luxury brand. It has a fresh, younger feel, hence its name Era.

In the heart of this concoction is a spicy fruit cocktail of pineapple, mojito fusion, pepper fusion, geranium, lavender, cardamom, and aniseed. This zesty combination helps accentuate the individualistic nature of the cars while creating a strong, charming aroma.

The base is layed by strong Virginia cedarwood, soft cedar leaf, patchouli cedar fusion, sandalwood, amber, and musk. This compounds to manufacture an intense and powerful scent that reflects the big presence and legacy of Jaguar. 

Similarly, the bottle reflects the car brand with its sleek design. The sheer glass is tinted black but fades to transparency at the base. It is inspired by the vigorous, traditional Jaguar design. Furthermore, the silver reflective cap shares the same logo used on the round surfaces of Jaguar cars.

Interestingly, the bottle was manufactured in Italy by sustainable glassmaker Bormioli Luigi. The container is 100% recyclable and the production method prevents the wasting of glass or the use of non-green materials. This approach to design similarly reflects the motorized side of the business, which recently announced plans to only produce electric cars by 2025. 

Even in this new age that we are entering, Jaguar represents a strong legacy. From its historical roots in 20th-century Coventry to its international standing today, Jaguar has shown its style, now in a viable way with a sustainable smell. So, do you want to smell like a car?

If you are interested in the new Era scent by Jaguar Fragrances, you can find it in stores at £29 for 60ml and £45 for 100ml. 

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