Dominus

Dominus by Mirum is a Woody Aromatic fragrance for women and men. Dominus was launched in 2018. The nose behind this fragrance is Dominique Moellhausen. Top notes are Mint, Bergamot, Bitter Orange, Pink Pepper and Cassis; middle notes are Ylang-Ylang and Jasmine; base notes are Moss, Cedar, Patchouli, Amber and Nard Himalayan (Jatamansi). "Fantasia, the new line by Mirum est, marks a turning point in the brand concept. A collection of three fragrances, Fantasia originates from the cooperation of two distinct creativity: the olfactory expertise of Dominique Moellhausen and the imaginative inspiration of Fulvio Fronzoni. Dominique Moellhausen, following in the family footsteps and working at the renowned perfumery company, which bears her last name, elaborated the three jus of the collection. Fulvio Fronzoni, creator of the Re Profumo brand, inspired by the book he himself wrote, leveraged his keen attention to beauty and art, in addition to a long experience as commercial director in the perfumery sector, to conceive the iconic diamond decoration that distinguishes the Fantasia line. The fragrances names are: Dominus, Rubacuori, Spirito Libero. In accordance with the brand mood, they immediately refer to their content, and are true to their names – nomen omen as the ancient Latin recites. After removing the anti-historical gender barrier and, actually, overcoming this fragrance categorization, the perfumes by Mirum est can be defined unisex, i.e. created starting from considerations and spurs which do not take account of the gender stereotype, but of distinctive cues that nowadays are much more connotative: individuality, personality, attitude. This is why Dominus, a dominant and intense fragrance, is aimed at an Alpha audience, both female and male, because here is the propensity to power which finds its own expression, without any gender reference. Rubacuori likewise expresses the hunger for pleasure, the insatiable appetite for seduction of those who make of their charm a reason for living. For the same motivation, Spirito Libero reflects the unbridled soul of those who are only slaves of their freedom, who are unfit to submit themselves to constraints and compromises. There is no denying it, in today world these features belong to both genders. On those grounds, the Fantasia line by Mirum est —thanks to a consciously innovative path, attentive to the profound transformation underway in contemporary society, where gender fluidity is increasingly affirmed — eludes the past clichés, and presents the personality perfumes. The Fantasia line also inaugurates the new brand artistic path —Sinestesie — that envisages the collaboration of an artist of smell (a “nose”, to be clear) with a visual artist (a designer, a painter, a graphic designer). By doing so, two of the most important senses — smell and sight — directed by two different creativity, will be put in contact, in search of sensory balances where art, science, experience and passion can, from time to time, generate emotion and beauty. Mirum est then becomes a container of various voices, constantly renewed inspirations, where professionals and artists, belonging to the olfactory and visual fields, will dialogue in a duet. The dominant person is a life lover, not closed on oneself, always participating and promoting initiatives. This is the individual who is aware of own limits, is ambitious and knows to evaluate own pace, is admired for own desire to emerge and to show it on every occasion. The individual who has great confidence in own abilities, and is assertive in what he or she wants. The individual who is not afraid of conflicts, to expose oneself and get involved, and to face others with determination. A leader. The dominant person then expresses firmness, resistance to changes, consistency in viewpoints, and attributes great value to the Ego in all forms of possession and self-affirmation; ownership enhances esteem and self-confidence. The dominant person sensory perception is bitterness, while the affective content is pride. Tension acts as a barrier behind which excitement builds up. When tension is not relieved, the feeling of pride, of conscious superiority, power, domination over events – or at least the feeling of being able to lead and direct them – increase." - a note from the brand. Top notes: Bergamot, bitter orange, pink pepper, peppermint, cassis Heart notes: Ylang-ylang, jasmine Base notes: Cedar wood, patchouli, amber, moss, spikenard

Dominus

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