Beauty
May 11, 2015
Truefitt and Hill | Monitor Report | Maki Yoshida (M.Y. LABEL Creative Director) _ Vol.2
Truefitt & Hill Monitor Report
Maki Yoshida (M.Y.LABEL Creative Director)_Vol.2
A Straightforward Charm, Like a Young Single Malt
Truefitt & Hill offers a complete range of products in the same fragrance, from shaving cream and eau de cologne to aftershave balm, bath & shower gel, and even hand & body soap. Maki Yoshida was captivated by its allure. We spoke with Mr. Yoshida, Creative Director of M.Y.LABEL, about the fragrances and bottle designs of Truefitt & Hill.
A Pride and Integrity Unlike Any Other, From a Historic House
—What are your thoughts on the touch, or rather, the characteristics of Truefitt & Hill's fragrances?
YoshidaI chose "West Indian Lime," but all of their scents truly evoke the aroma of a historic British house. They possess a certain ruggedness, a touch of roughness. What I appreciate most is that the scents themselves aren't overly manipulated. In terms of whisky, they're like single malts. Not just any single malt, but from a traditional maker, and yet not overly aged—they're young.
—What do you mean by that?
YoshidaI'm a fan of single malts, and there was a time when I happily drank 20-year-old aged ones. They were certainly delicious, but as they aged too much, I felt like I was losing sight of what they originally were. Then one day, it struck me: "This is pointless." After that, the straightforward taste and aroma of relatively young single malts, not overly aged, began to appeal to me.
—Indeed, Truefitt & Hill's fragrances, while classic, have a certain masculinity, a lack of pretense, wouldn't you say?
A shaving cream bowl recovered from the Titanic, which sank in 1912.
What's more, multiple bowls were recovered. Such a rich history is unique to this brand.
YoshidaI believe many men's fragrances exist to please the person next to the man wearing them—in other words, women. But Truefitt & Hill's fragrances feel like they are strictly for adult men.
—Meaning that a gentleman knows his place, is considerate of those around him more than anyone else, but never lets it show. The virtue lies in maintaining a discreet demeanor.
YoshidaWhen the concept of marketing to drive sales comes into play, and you try to manipulate things to appeal to people beyond the original target audience, you might achieve momentary novelty, but the original charm is lost. The edges become rounded, so to speak.
As a result, things tend to become similar to everything else, but Truefitt & Hill lacks that entirely. You can feel the pride and integrity of a historic house.
The Social Meaning of "Wearing a Fragrance"
—What are your thoughts on the bottle and packaging design?
The glass containers for the eau de cologne and aftershave also feature this kind of
embossing on the back. A design that truly speaks of a historic British house.
YoshidaI believe it's a classic design, born from the history and culture of a long-established house. It's a complete design in itself. Therefore, there's no need to alter it clumsily.
—Indeed, there's nothing frivolous about it. It's a fragrance and design for adults.
YoshidaWhen I visit Europe, I sometimes feel that society is entirely built for adults. In luxury hotels and restaurants, it seems only those who belong in such places are present.
—There's a sense that the kind of ego or defiance that says, "I'm paying, so I can do whatever I want," doesn't fly there.
YoshidaAt the very least, one doesn't disrupt the atmosphere of the space they enter. On the contrary, there seems to be a societal premise where people naturally practice dressing and behaving in a way that enhances the ambiance, showing consideration for others. It's a matter of pride, perhaps. It's similar to fashion; if something stands out excessively, it's not considered stylish. Wearing a fragrance as the finishing touch to grooming is likely the same principle.
—Thank you very much.
(End)