New | Purpose 50

An unwavering totem of strength and assertiveness, the original Purpose Eau de Parfum employed the ageless power of Frankincense to convey a sense of feeling at peace, of finding one’s roots, of being complete. Now in the form of an Exceptional Extrait, dosed at an astonishing 50% concentration, Purpose 50 delves deeper into the base of the scent. Joining the Frankincense, the Papyrus and the Sand Vetiver from the Eau de Parfum are an authoritative Sandalwood accord – lending the whole a unique, creamy-woody earthiness – as well as a Vanillin note, which creates a more intimate bond with the wearer’s skin. Purpose 50 is a profoundly moving connection to the earth itself – with its ancient soul , its endless patience and its timeless wisdom.

What makes Purpose 50 an "Exceptional Extrait"?

Usually, a higher perfume oil concentration means an increased performance of the fragrance (particularly longer-lasting scent), but the impact of oil concentration is much more complex and varies depending on each formula.

• Eau de Cologne (EDC) 3% - 10% oils
• Eau de Toilette (EDT) 5% - 15% oils
• Eau de Parfum (EDP) 15% - 20% oils
• Parfum / Extrait 20% - 30% oils
• Amouage Purpose 50 - 50% exceptional oils

50% oil concentration, 4 weeks ageing: 2 weeks maceration, 2 weeks maturation

A fragrance is usually a mix of a concentrate (containing fragrant oils) and an alcoholic base. Some fragrances can also contain a bit of water and additives like liquid UV filters, stabilizers, or colourants. Therefore, fragrances with a higher fragrance concentration contain more perfume oils and less alcohol, and vice-versa.