Icelandic markets in everything

A new line of perfume is about to explode onto the Icelandic market, made of melt water from a glacier sitting on top of the Eyjafjoell volcano that erupted in April, spreading ash and flight chaos across Europe.

"When Eyjafjoell started erupting I suddenly got the idea to bring the power of Icelandic nature into people's homes," Icelandic designer Sigrun Lilja Gudjonsdottir, head of company Gydja Collection, explained Tuesday.


The citrus-smelling perfume, which will be produced in Grasse in southern France and will be sold in square bottles with a lava rock attached, has been named EFJ Eyjafjallajoekull.

The letters EFJ are there "so that non-Icelanders can pronounce the name of their perfume," Gudjonsdottir explained, adding however that the full name of the glacier on top of Eyjafjoell also needed to be on the bottle since "I wanted the perfume to represent the strength of Icelandic nature."

The article is here and I thank Daniel Lippman for the pointer.


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