An aromatic chocolate mix: Paul A Young and Kiehl’s fine collaboration
Last night the streets of Bank’s Royal Exchange were lit with beautiful window displays as we delved in to an evening of awakening our senses. Paul A Young, an adored and award winning British chocolatier, has joined forces with Kiehl’s, the high quality skin care brand.
The collaboration came into being through the creation of Kiehl’s new Aromatic Blends range. Inspired by the exotic, travel and glamorous locations, this bore influence and afflatus to Paul A Young creating divine chocolates to compliment the aromatic blends.
Greeted in Kiehl’s with complimentary drinks, we were able to taste the chocolates whilst inhaling the aromatic scents. Paul, well known for his forward thinking and innovative creations, had created three flavours that coincided perfectly with the fragrances: fig leaf and sage, vanilla and cedarwood, and orange flower and lychee. Paul explained to us that in order to create the perfect combination, he sprayed the Kiehl’s scents and left them for several hours before smelling them again. By doing this, he could really get a sense of the aroma and therefore carefully decipher what elements to use in his products.
“It’s all about the little things and making sure our customers’ needs are met,” Paul exclaimed. He talked about the importance of being in your own environment, eating chocolates and pampering yourself and how modest things like this are what strengthen the genuine aspects of the collaboration. Seeing as both brands are renowned for their use of natural products and ingredients, inevitably the partnership was to be successful. It is often difficult to find a real connection and association between scent and taste, but the authenticity and understanding is what makes their collaboration work so well.
Paul then escorted us to his exquisitely majestic chocolate shop where we were overwhelmed by the chocolaty air. It was difficult not to eat everything in sight. With scent being the most primitive of senses, evoking memory and other attributes, it proved the relativity of how Paul really understands his consumer and the way in which the collaboration will improve these aspects. The importance of Paul A Young’s business is increasingly essential for independent businesses. Paul explained: “After the economic crisis, things weren’t good for anyone. But now we are back on our feet and it’s all about things being handmade.” Having remained such a success, with his sea-salted caramel recently awarded the best caramel in the world, it is important to engage with Paul’s comments. As the future of companies is constantly evolving, it seems the time for handcrafted, local and independent businesses is finally nigh.
Photos: Bethan Williams