On Sweets And Scents
If you are among what we imagine to be a very large subsection of people who love both ice cream and beauty products, do we have some cross-promotional branding news for you: To celebrate the launch of its new Mint Verbena scent, a summery update on its well-loved Verbena line, L’Occitane has teamed up with artisanal ice cream purveyor Van Leeuwen to create a limited-edition, custom-blended frozen treat. The Provence-based brand’s classic green-citrus scent has been spiked with spearmint, peppermint, lime, grapefruit, white wood, and musk in honor of the warmer weather and, in addition to the creamy dessert that has been churned in its honor, will be available as an eau de toilette in July. To create even more synergy, a $25 ice cream purchase will earn you one complimentary 10ml flacon of the original Verbena eau de toilette. The start of summer has never been sweeter.