The art of perfume marketing: how fragrance is sold
A fragrance cannot be seen, touched, or displayed on a shelf like a dress. Yet it is sold by the mil...
In 2016, Lush introduced I'm Home — a fragrance that's hard to forget. By character, a unisex fragrance drawing from the east and gourmet families. By character, it falls into the wood, gourmet, and balsamic groups. A fragrance from the Gorilla Perfume collection, in eau de toilette.
The sillage is delicate — an intimate cloud that stays close to the skin. Longevity is on the low side — a good excuse to refresh it throughout the day. Made in the United Kingdom, backed by a long and proud tradition. I'm Home Lush — the choice of those who appreciate depth and character in every detail.
The fragrance has low persistence and lasts on the skin for about 2–3 hours, gradually fading and smoothly revealing its main notes
A subtle trail—just a hint of fragrance
The perfume has a rich aroma that will help you stand out from the crowd and create a memorable image
A light and elegant fragrance with harmonious richness—the perfect balance between the depth of eau de parfum and the freshness of cologne
Perfumes for the fall and winter seasons often contain notes of vanilla, spices, ambergris, wood, and other warm accords, creating a feeling of comfort and warmth during the cold months
The composition of I'm Home is built as a cohesive olfactory arc, where layers reveal themselves with precision and warmth. The style of Lush is recognizable in details that define the fragrance identity. Every decision feels deliberate, and the fragrance holds its character from opening to trail. Eau de toilette keeps the depth and body this composition needs.
When the pyramid is blended into one block the opening appears as one connected movement with a delicious creamy mood: Benzoin, Cocoa, Vanilla and Woody Accord.
The deeper layers are felt as a gradual shift without abrupt breaks, which keeps the fragrance coherent.
The olfactory framework is built around these accords: Gourmet, Wood and Spicy forming a compact and readable structure. The profile is unisex, which makes the scent profile easier to read. In longevity terms Low points to a sustained drydown presence.
At olfactory-group level the composition is built around Balsamic, Gourmet, Wood and Drinks. The palette also extends to Fairy.
Overall I'm Home holds a coherent structure — the opening sets direction, the central phase adds depth, and the base secures the trail. These are the scent structures best understood in wear.
| Gender | Unisex |
| Brand | Lush |
| Segment | Massmarket perfumery |
| Country | United Kingdom |
| Website | http://www.lush.com |
| Year of production | 2016 |
| Status | Produced |
| Concentration | Eau de toilette |
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