The royal perfume house of Amouage would be perfect for a fairy tale or Greek myth. It would be the story of King Midas, and all he touched would be perfume gold. It would have Ali Baba and a cave filled with treasures of scent and spice, incense and frankincense — not stolen by thieves but given freely by the Sultan with the order to create the most luxurious scent in all the land. Or, it would be the story of “Perfume” without serial killers and death, and with a happy ending.
As the renowned perfume critic, Luca Turin, said in a 2007 German magazine article:
The story of Amouage is remarkable. Twenty five years ago an Omani prince decided that his country, renowned since Egyptian times for the quality of its frankincense, home to the unique Green Mountain rose and on whose beaches half the world’s ambergris lands at random, needed a perfume firm that would take on the world’s greatest.
So, in 1983, His Highness Sayyid Hamad bin Hamoud al bu Said was ordered to do just that by His Majesty Sultan Qaboos bin Said, the ruler of the Sultanate of Oman. As the perfume store Aedes explains, they wanted “to tell the world about the ingredients particularly found in Oman – the rarest frankincense from Dhofar in the south of the country and the rarest rose of all, the rock rose harvested high up in the mountains of the Jebel Akhdar range towering over the Sultanate’s beautiful capital, Muscat.”
Consequently, Amouage tends to use very Middle Eastern ingredients such as oud or agarwood, rose, incense, resins like labdanum, and spices. It also hires some of the most famous “noses” in the perfume world to create its fragrances, supposedly with an unlimited budget. No expense spared. And the result is some of the most expensive perfumes in the world, even if no longer the most expensive. (It amuses me that the Amouage website describes its offerings as “The Gift of Kings” because it truly means that – both literally and figuratively.)
On its 25th anniversary in 2007, Amouage launched two celebratory eau de parfums under the guidance of its artistic director, Christopher Chong, and created by the famous orientalist nose, Bertrand Duchaufour. (“Orientalist” is Luca Turin’s description, not mine.) The men’s version was called Jubilation XXV and the women’s version was Jubilation 25. Both versions are eau de parfum concentration and both are essentially considered to be unisex fragrances. Certainly both genders seem to wear the different versions. I have both and plan to review Jubilation 25 tomorrow. For now, let’s focus on the men’s version.
Jubilation XXV is classified as an “Oriental Fougère” fragrance for men, which essentially means its a woody, aromatic oriental. (See the Glossary for a full explanation of the Fougère family of fragrances.) Fragrantica lists the notes as follows:
Top notes are orange, coriander, labdanum, tarragon, olibanum and blackberry;
middle notes are guaiac wood, cinnamon, bay leaf, honey, orchid, rose, clove and celery seeds;
base notes are opoponax, patchouli, myrrh, cedar, musk, oakmoss, ambergris, agarwood (oud) and immortelle.
Amouage describes the perfume’s evolution as follows:
With the grandeur of a great epic, Jubilation XXV opens majestically with notes of the finest frankincense from Oman.
At its heart are elegant notes of rose, orchid and smoky gaiac wood, evoking the philosophy of the enigmatic man carrying the essence of his sophistication across all eras and cultures.
Like the magic of a spellbinding epiphany, notes of musk, myrrh, cedarwood, ambegris, patchouli and immortelle resonate in the depth of the fragrance expressing his longing to travel far, across all continents, to find the ethereal unknown.
I don’t see it. Jubilation XXV opens with a massive bear hug of oud, concentrated honey, sweet myrrh, a touch of saffron, an almost imperceptible whisper of blackberry, and a strongly boozy amber accord — all under the strong auspices of balsam-heavy orange amber. It is incredibly reminiscent of Hermès’ Elixir de Merveilles, a fragrance I truly adore and which I reviewed here. It is all bitter Seville oranges which, just like in the Elixir, are wrapped in bitter black chocolate (compliments of the patchouli), salt, amber and woody balsam. I find barely any of the supposedly massive blackberry accord that a vast majority of the people have noted. There is a miniscule hint of it seconds into Jubilation’s opening, but it is mere seconds for me. The real fruit that I smell is, as noted, orange.
I was so astonished by the similarities that I tested it out a second time, late in the evening, with a different perfume on each arm. The only difference between the two openings is the touch of oud but — bar that — they were essentially identical. I’m extremely surprised that no-one else has noticed, but I suspect that most men don’t realise the Elixir is really unisex, and perhaps the average Elixir woman isn’t likely to try a seemingly “men’s” oud fragrance.
The oud note is extremely interesting in Jubilation’s opening hour. It is a fleeting, flickering thing; a darting ghost that pops up unexpectedly for a little while before vanishing from sight. Numerous commentators have said that Jubilation is a ghost as a whole: one minute it’s here, the next it’s gone, then it’s back again. They say the scent keeps disappearing, before reappearing. I haven’t had that experience with Jubilation as a whole, but I have had it with the oud element. Sometimes, it feels as though there is absolutely no oud in Jubilation and that I somehow accidentally sprayed on my Elixir. At other times, it appears with an almost mentholated note that cools down and cuts through the narcotic headiness of the warm, boozy resins, the rich heavy balsam-infused orange, and the peppery, smoky frankincense.
The oud in Jubilation is not the sharply screechy, metallic clang of the very synthetic-smelling Montale Aouds that I’ve tried. Nor is it the more medicinal oud of YSL‘s M7. It is slightly closer to the softer ouds in the By Killian Arabian Nights collection (though, at this early stage, not to Kilian’s Pure Oud). No, the oud in Jubilation is too tamed and softened by the smoky resins and the balsam-infused orange. That’s not necessarily a bad thing; it merely means that Jubilation’s first stage is not oud-dominant. (That comes later.)
Nonetheless, as a whole, Jubilation lacks the edge and hardness of some oud perfumes. It certainly lacks the more extreme aspect of oud scents like M7 (in its original formulation) which have resulted in descriptions like “dangerous.” Jubilation is a complex, nuanced, layered, very high quality and extremely expensive, rich scent. But it’s not dangerous, if that is what you’re looking for. And, dammit, it smells a lot like an oud version of Hermès Elixir for the first hour! It even has the latter’s unusual salty quality; a hint of the sea air mixed with saltwater taffy.
I checked to see how many of the same ingredients they share; both perfumes have cedar, orange, patchouli, resins, ambergris and incense. Jubilation has a ton more notes than the Elixir, but many of those separate notes come very close to replicating the accords in the Elixir. The myrrh, opoponax (sweet myrrh), labdanum (resin), olbanum (frankincense) and immortelle all have sweet, smoky, incense-y notes that parallel the Elixir’s patchouli, Siam resin, caramel, sandalwood, tonka bean and incense. Immortelle, in particular, has a maple-syrup, honey, caramel aspect that is definitely echoed in the Elixir. (See the Glossary for more details and definitions of these various notes and perfume ingredients.)
The real differences between the two scents begin after the first hour. Jubilation start to lose that sweet head, and the full roar of the woods start to appear. The lingering and final traces of orange are mentholated now, not caramelized. There is also far greater smoke. I smell hints of the Guaiac wood whose scent is described by Fragrantica as “smoky, tarmac notes” and which one Basenotes commentator finds to have a “rosy, honeyed-sweet and slightly smoky and waxy-oily slightly rubbery aroma. The Guaiac wood is subtle, especially under the much more overpowering oud notes, but it’s there. I don’t smell the coriander, orchid, bay leaf, tarragon or celery seeds listed in the notes. I cook extensively, and I know what all those herbs smell like. And they’re not appearing on me.
After a few hours, Jubilation turns into an intimate frankincense and oud party. The oud is much, much stronger now. It’s as though the top notes had muzzled it but now, it’s free to soar. The smell evokes a wintery outdoors, a large stone campfire among the dark, dry woods, with a brisk, chill in the air and the smell of burning leaves. There is stone-like coldness, with sharp black pepper and a definitely leather undercurrent to this oud. As such, it is very reminiscent of By Kilian’s Pure Oud. There is also that rubbery, almost plastic-y but medicinal aspect to the oud that calls to mind the pink plastic sides of a bandaid. That part evokes YSL’s M7. I wonder at times how much of this is the oud and how much is the Guaiac wood with its tarmac, rubber, pepper and smoke notes that others have found. Perhaps it really is just the oud itself combined with the incense, smoke, and biting pepper of the frankincense.
It doesn’t matter. The final result is that the two overarching smells alternate between a gentle waltz, an intimately fiery tango, and a loud cha-cha-cha. They weave in and out of the room. Sometimes, they are snuggling in the dark shadows of the alcoves – just out of sight. At other times, they tango back into the room and the rat-a-tat-tat of their heels stomp up my arm and to my nose. Then they vanish again. It’s bewildering. If I hadn’t read all those comments about the perfume’s on-again, off-again vanishing act, I would think I was hallucinating or that my nose had gone wonky.
The ghost act makes it hard for me to assess the sillage of Jubilation. Its projection for the first hour is as big as everyone says, but then it becomes much more difficult to ascertain. More than one person has wondered if Jubilation was just so strong at the start that their nose “got used to it” for large stretches of time. I will say that, on me, Jubilation does not have the massive longevity that most report — but that is hardly anything new. All in all, Jubilation lasted about 5.5 hours on me, with the last 3 being close to the skin.
All in all, I liked Jubilation XXV, but I’m hardly tempted to share in the mass genuflection and obeisance for the fragrance. Much of the adoring, worshipful praise seems — to me — to stem from those lovely opening notes that some have compared to spices and dates (the fruit) in a Turkish bazaar. Believe me, I know how utterly divine those notes can be; I raved about them extensively for Hermès’ Elixir de Merveilles. I suspect the Elixir is precisely why I’m not more overwhelmed and passionate about Jubilation; I’ve already had the experience. But, for one who hasn’t and who is seeking an oud fragrance on top of it, then I suspect Jubilation XXV will make you rather weak at the knees. It is not an overwhelming, crushing oud fragrance but a very luxurious one that feels expensive. Which is just as well, given that it is expensive.
Bloody expensive, in fact! The usual bottle is 3.4 fl.oz/100 ml and costs $290, £170.00 or around €210. There is a smaller 1.7 oz/50 ml version that costs £140.00, but a cursory review of a few US websites shows it is not available on any of the usual or big perfume sites. I found the smaller size only at Beauty Encounter where it retails for $245. It’s not a particularly good deal, given that double the quantity (or 3.4 oz) costs only $50 more. (As a side note, the women’s version of Jubilation is slightly more expensive in general: $300 for 3.4 oz, instead of $290.)
So, is Jubilation XXV worth getting? As always, that is a subjective and personal decision, but the cost of Jubilation makes it a bit more complicated than that equation usually is. Amouage may no longer make the most expensive perfume in the world — that was Gold in 1983 — but it’s still not a walk in the park. Yet, for a large number of people, Jubilation XXV is a scent without compare, one of their all-time favorites, and completely worth every golden penny. I would suggest testing it out via a sample. If it steals your heart, wonderful. If not, then perhaps you can always layer one of your existing ouds (particularly if you already own one from By Kilian) with the significantly cheaper, but always marvelous, Elixir de Merveilles.
I’m quite looking forward to smelling this one. But yes, the price is a bit steep, although perhaps for EDP concentration, it’s not horrible? Although when you consider you can get the Hermes you mention for <1/2 the price, it makes it hard to justify. It definitely seems a shame the Hermes is really marketed toward women, because yours is not the only account I've read where they said it was unisex and a really nice scent. I'll have to try that one next time!
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What is now the most expensive perfume?
Probably one of the Clive Christian fragrances. I’ve seen the No. 1 fragrance for men or women cost about $885 or so. That’s just for the basic version. Blinged-up bottles always cost more, but even so, that doesn’t quite explain one scent that is supposedly over $400,000! Check out the purported list here: http://www.bornrich.com/entry/fine-fragrances-world-s-most-expensive-perfumes/ That said, I have to wonder at the validity of those numbers since I know that that things like Eau d’Hadrian or 24 Faubourg don’t cost those amounts. Then again, both perfumes are on a 2nd blog list too, so who knows: http://www.coolthingsworld.com/top-10-most-expensive-perfumes-in-the-world/
And the 2012 list which repeats many of the ones on those earlier lists: http://www.kippreport.com/2012/05/smell-like-a-million-bucks-most-expensive-perfumes-in-the-world/
So, I guess the most expensive perfume is over $400,000, then there is one for over $200,000, and for regular stuff not in fancy bottles, cut crystal or limited edition amounts (like the Hermes 24 Faubourg in the special crystal bottle), then it all depends on cost per ounce. Generally, I’d say Clive Christian though, followed perhaps by Bond No. 9.
My decant of this arrived! I like it very much and I’d wear it for sure, and would undoubtedly wear it often, but I’m not sure I’d ever pay full price for it. 290 is quite high! I’m not sure how different it is from other ouds I’ve tried (though the opening is different, most assuredly). I’ll need to try it a few more times to totally gauge where this falls on my “full bottle worthy” list, though my gut reaction is that I have a few that are higher priority.
The price definitely brings one to a pause, doesn’t it? I’m glad you like it though, if only because it reminds me so much of the Hermès Elixir de Merveilles for the first stage. It’s nothing like M7, obviously, but the dry-down is lovely nonetheless, I think. Amouage’s men’s colognes seem to get the most praise (and also seem to be quite unisex for the most part), so I would definitely like to review more of the line. The thing is, with that price, is it worth reviewing since most people are not really going to be tempted to buy it?
Indeed, and *because* Amouage’s men’s offerings are so popular and revered, I rarely see the line’s stuff available for any meaningful discount (though it can be had for $265 on Amazon which is still steep, but more palatable), unfortunately for me. Though I’ll keep an eye peeled for a discounted price – I’d be lying if I said I wouldn’t love having this in my arsenal, but nearly $300 is a little bone-chilling to me! I think you’re right, it’s not like M7, but I do see some similarities in the dry-down, although this is a little tamer/more polite/versatile to me.
I’d say the line is worth reviewing, given how popular it seems to be (do people have access to a money tree I haven’t found yet?!). I’m not totally ruling out purchasing this at some point down the road, but it will have to wait for a bit!
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This is a very nice oud-based fragrance. Is it good enough to justify the price? I guess I don’t think so based on one try but I like it and I’ll use up the whole sample 🙂 I have a pure oud that is very similar to the oud used in Jubilation. In fact, it is my favorite oud overall, although it isn’t one of the hardcore heavy super expensive ouds. I used to wear it a lot so Jubilation isn’t all that unique to me. On the one hand it is definitely enhanced in a beautiful way by Bertrand, although on the other hand it is watered down compared to the pure oud. This seems to me to be the kind of fragrance that oud-lovers without budget restrictions might as well just blindbuy. It is really well done.
It’s very well done, and I really like it, but not enough to buy it for myself, so we definitely agree. lol. I’m curious, how long does Jubilation XXV last on your skin, Cohibadad? As for your pure oud, is it one that you got while you were in the Middle East? (I’ve gathered you spent some time there and have experience with some of their fragrances.)
It lasted a while, but the drydown was very odd. It was like a cheesy not unpleasant body odor type smell which is so familiar but I can’t place it. It was almost identical to another perfume I’ve tried. As for the oud, yes, a friend of mine was wearing it and I complemented him on it, which in the middle east seems to often result in them immediately taking you to the souk and buying it for you, which he did. Their generosity is embarrassing at times. And, of course, it is in a generic bottle with no name. But it is a very lovely oud.
I tried this again and I must say it is really growing on me. I had a few other Amouage samples and they are all quite lovely and unique. There is so much going on but they are blended so well that they don’t seem disjointed. I can see why Amouage is all the rage. They are in a league of their own.
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Just pass quickly to say that on my skin JXXV lasted short of six hours ( i tested several times…) it is a nice perfume, above all its opening but for this tag price, I was expecting something more in terms of longevity. Even discounted i would probably not buy it.