Bespoke perfumery, your own urine, bears and honey, and tobacco sweetness. Those are some of the elements at the heart of Peety, a fragrance that I’d argue is actually much less edgy, revolutionary, or weird than you’d think. I think it is a very rich, rather classical fragrance that plays with French animalic traditions in a swirl of honeyed tobacco that can be quite addictive.
Peety is a fragrance released in 2013 by O’Driù (henceforth spelled simply as “O’Driu” without the accent). It is a small Italian niche company founded in 2010 as part of a project by the Pleasure Factory, a specialty communications company. All of O’Driu creations are made by Angelo Orazio Pregoni, and several involve a “su misura” approach, or a “sur mesure,” bespoke touch. In the case of Peety (which was originally called “Secration“), the result is extremely clever and creative marketing which has certainly increased the company’s profile.
You see, you’re supposed to “personalize” Peety with your own urine. The 50 ml bottle comes with 49 ml of fragrance, and you’re supposed to fill the rest with your own … er… liquid. No, I am not joking, and, no, I myself have not tried it. (Nor am I planning to, by the way. This is one area where my normally limitless curiosity comes to an abrupt, withering halt. So, obviously, this review of Peety is for the unadorned, more universal version.) However, others have “personalized” their Peety, and a few claim that, yes, their urine actually does make a difference in making the fragrance bloom. A small difference, but a difference nonetheless. I’ll take their word for it, because I like Peety a lot just as it is. Continue reading