LOOK: MCM unveils new fresh floral fragrance in its award-winning bottle
Introducing Crush, a bold new chapter in the brand’s fragrance legacy
Building on the success of its predecessors, MCM eau de parfum and Onyx, the iconic German brand MCM launches its latest fragrance, Crush. This new addition to the line focuses on fresh florals and sparkling fruits, presented in the brand’s signature award-winning bottle.
“Through a contrast of hot and cold ingredients, I played with multifaceted fruits and ambers to craft a comforting transparency that feels familiar yet unexpected,” said Frank Voelkl, principal perfumer at Firmenich and the creative force behind MCM Crush.
The fragrance opens with a burst of sweet freshness, featuring notes of apricot nectar, pear, and blackcurrant. As it settles, a floral fusion of Rose de Mai, white peony, and magnolia emerges, while ambrette and cashmere wood anchor the scent with a warm, ambery finish.
Beyond its captivating scent, MCM Crush is crafted with responsibility at its core. The fragrance is vegan and cruelty-free, composed of 66 percent biodegradable ingredients, and produced using green chemistry principles. Adhering to Firmenich’s Naturals Together initiative, the ingredients are sustainably sourced, supporting both the environment and the livelihoods of the farmers.
“Crush is not merely a new chapter in fragrance,” asserts Jean Madar, Chairman and CEO of Inter Parfums, Inc. “In collaboration with MCM, we’ve engineered not just a fragrance, but a cultural touchstone—a scent that resonates with the pulse of the urban spirit. This launch marks a bold stride forward in our narrative, a scent crafted for those who dare to disrupt the status quo.”
MCM Crush is now available at Rustan’s department stores.
