Yardley London is one of those names that everyone knows. It isn’t ever at the forefront of your thoughts when you are thinking of what to buy your best friend for Christmas, or your girlfriend for an anniversary, but it is something of a pillar of the beauty community – it’s up there with silk scarves and Duchy Originals as far as traditional purchases go, and historically, something you might buy your mum – after all, it has Her Majesty’s stamp of approval.
Their Polaire eau de toilette however, is making steps to entice a new generation of loyal followers. Still with the traditional floral notes that the brand is known for, it is that little bit younger, featuring subtle design on the simple bottle that channels the art deco/1920s/Great Gatsby-eque style of their new ad campaign – Carey Mulligan would pull it off very effectively combined with a drop-waisted dress and some T-bar shoes.
This isn’t about the cutting edge of fashion, or something that’s going to set Twitter alight with a seasonal hashtag … the beauty of Polaire is that it’s completely classic, terribly pretty, and reassuringly timeless.
On which note, I’m off to invest in a flapper dress and a clôche hat that even Anita Loos would be proud of!
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