Why Snif’s Strawberry Moon fragrance keeps selling out

Beauty

If you’ve been scrolling through the astrology-obsessed corners of Instagram and TikTok (aka #AstrologyTok) this week, then you probably know that a rare Strawberry Supermoon is on the horizon. If you’re like us, you might even take inspiration from the celestial body – and our current scent obsession is, um, pretty on the nose.

Fragrance brand Snif has teamed up with The Goodtime Hotel – co-owned by David Grutman and musician, artist and Humanrace founder Pharrell Williams – and in-house pool club Strawberry Moon (named after the lunar event) to create an all-too-perfect scent for a long weekend under the moon. Strawberry Moon captures that distinctive olfactory blend of sun, sand and the luxurious shorelines of Miami Beach.

I’ve been scrolling through a large number of astrology recently and Fragrance fans rave about it on TikTok. “It smells like The Good Place encapsulated in a bottle, but make it mid-century retro-modern,” said TikTok user @thegreyordinary, while @savannahsniffs described it as “the Miami nightlife after you’ve just got yours.” spent a day in the sun”. After trying (and loving) the scent myself, I reached out to Snif co-founder Bryan Edwards for more information.

“Miami has an incredible energy that you can’t find anywhere else – we wanted to combine that energy with a fragrance experience that’s bright and vibrant,” recalls Edwards. The layering of livelier notes (like pink peppercorns and bergamot zest) on elegant elements (like jasmine and leather) was intended to “strike the perfect balance between playful and classic.”

From the first spritz I got just that: a clean yet glamorous scent you might see wafting through the vents of a glittering hotel lobby. Saffron and amberwood add a sunny warmth to the formula and give me the serotonin boost that only a day at the beach can normally provide.

As I kept returning to the scent on my wrist throughout the day, it reminded me of the complete five-star experience: lying in a shaded cabana with a fruity cocktail with a warm, fresh towel under my damp bikini, the thanks slowly dries to a floral breeze that wafts across the pristine swimming pool. And according to Edwards, the perfume’s packaging is as design-conscious as the extravagant resort that inspired it.

sniff

“It was an interesting creative challenge for us,” admits Edwards. “When designing the bottle for the fragrance, our focus was a return to the aesthetic of the hotel and the pool area.” A clever example: the top of the bottle is a nod to the pastel-colored parasols that line Strawberry Moon’s pool.

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