Who is a nomad?
Dictionary definition says that a nomad is a member of a group of people who have no fixed residence and move from place to place. Their travels usually happen seasonally within a prefixed territory. Historically speaking, the nomads shepherded goats, sheep, and cattle across the lands they’ve traveled. Nowadays, nomads roam the world, accompanied by their digital devices and 4G connection supplies. A modern nomad is aware of surrounding cultures, is driven by curiosity, and is not scared to change, to move, to explore and to learn more.
Jeroboam presents perfume extracts for urban nomads.
These fragrance juices are pressed, especially for the nomads of today to allow them to express the variety of their lifestyles and values. The language that has been chosen to communicate the scent concepts is Esperanto, a universal language that is part of literary modernism, and created to communicate across national borders and promote universal brotherhood, freedom of expression, and widespread literacy – “the whole of modern humanity”.
So as the language chosen, so the juices – the stories twirl around modernism and the now. Besides, considering the fact that the majority of modern perfumes have musky bases, Jeroboam fragrances are designed to be universal, and all maintain these lusty notes of musk. Musk is an ingredient that outbalances everything in the mix, allowing the resulting fragrance to last longer, and making it obvious why it is most commonly used in perfumery. Some sources say that women’s sensitivity to musk is 1,000 times greater than men’s.
A lifestyle that is enlivened by a unifying ingredient, language and a sign of the era put into the concept of nomadism – a norm and practice of today. Nina Simone once said that an artist has to reflect the times we live in. Jeroboam’s small art pieces capture and reflect it well. Many cultures have traditionally been nomadic, but nomadic behavior is becoming a norm within the representatives of the new economy and new modernist generation. We live in the times where the uniform values become invalid and uniformity is constructed around individuality and personal experience; the times where the social norms are everything and nothing; where the identity is vague; where there’s lack of faith, n overload of cynicism and new hedonism – that all is filtrated through worldwide nomadic diaspora and the desire for progress.
Jeroboam captures the notion of now and creates the potions for modern nomads, seducing and captivating scents of the times we live and we will be living in.
Article written by Julia Ahtijainen – The Frankly Speaking