Roja Dove reaches Apex with new men's fragrance

This month sees Roja Parfums launch a new masculine fragrance, named Apex. Roja Dove says that "With Apex, we are looking at things inherent in us, animal instincts we didn’t know were there. We’ve been using scent for millions of years to catch food, escape danger, and to find a mate - and these are the primal instincts that inspired me to create Apex”.

The company adds:

The citrus opening of the fragrance represents the start of reaching your Apex, with a bright blend of Bergamot, Lemon, Mandarin and Pineapple. Moving up to the Apex, Roja Dove captures the scent of earth, with base notes of Patchouli and Fir Balsam, which evoke the feeling of being surrounded by nature. Connecting to our primal energies, the animalic notes of leather add warmth and sensuality. The use of sacred materials such as Sandalwood and Frankincense have been selected as a homage to ancient ingredients the earth has given us.​

Each bottle of Apex is triple-polished by hand, a technique usually reserved for crystal, for uncompromised quality and attention to detail. The palette of black transitioning into green alludes to the feeling of depth and being in-touch with nature. Inside the box is a collector’s card - one of twelve available which celebrate the animals that inspired Roja to create this fragrance: Owl, Crocodile, Ocra, Bear, King Cobra, Eagle, Wolf, Cheetah, Tiger, Lion, Jaguar and Ghost Bear, each "representing intelligence, strength, resilience and power at the very pinnacle of life".

Apex is available as 100ml from March 2022.
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Grant
Grant is the founder and owner of Basenotes and lives by the sea.

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This is one I will try as it becomes available in my area. It sounds interesting and like the combination of notes also.
 
I mean I used to be a huge fan of Roja but what is this? I dare anyone to read that whole description without snorting or rolling your eyes. And that packaging? I admit the box is cool, reminds me of Harry Potter or magic the gathering, but that bottle… bargain bin stuff…
 
So much could be said. So much will be said. In the meantime… the notes in pyramid form and price.

£265 for 100 ml

Top Notes: Lemon, Bergamot, Mandarin, Orange

Heart Notes: Jasmine, Cistus, Pineapple

Base Notes: Galbanum, Elemi, Patchouli, Oakmoss, Rum, Tobacco, Cypress, Fir Balsam, Juniper Berry, Casmir Wood, Sandalwood, Benzoin, Amber, Frankincense, Labdanum, Leather, Ambergris, Musk
 
An example on how one bad design choice can make a fragrance look worth no more than $20.

Before I even got down to the comments, I thought to myself, "as usual, a beautiful bottle, but that font for Apex is horrifying." I used to do some graphic design for print news. Just a bad choice there. When you have a word that is as inherently strong as "Apex", meaning the pinnacle of strength or power, you could (and should) actually use a very minimal font, something in line with the Roja font itself. I'd even have gone lower case with it.

Their garish choice screams exactly as you say - a $20 fragrance.

Good thing they're a well-established brand. I'm sure the scent is fantastic. But that Apex font is a mistake.
 
Personally the font and it’s similarity with the body deodorant brand do not bother me at all. I just received mine and spritzed it before bed. It’s nice. Certainly an Italian Cypress scent profile and very masculine. The bottle is high gloss and great quality. The cap is not cheesy and solid and the finish won’t peel unless abused and flipped on Facebook fifty times. The gradient is not as pronounced as say Spice bomb, very subtle. It got really cold suddenly I’ll wait until temps moderate for a full wearing so I can properly judge it. Oh, and the presentation is spectacular and solid built. It’s okay if Roja sways away from the norm with all the bling.

C
 
So much could be said. So much will be said. In the meantime… the notes in pyramid form and price.

£265 for 100 ml

Top Notes: Lemon, Bergamot, Mandarin, Orange

Heart Notes: Jasmine, Cistus, Pineapple

Base Notes: Galbanum, Elemi, Patchouli, Oakmoss, Rum, Tobacco, Cypress, Fir Balsam, Juniper Berry, Casmir Wood, Sandalwood, Benzoin, Amber, Frankincense, Labdanum, Leather, Ambergris, Musk
Aventus clone??? ;)
 
Test it twice, a common smell with an weird evolution on skin (me and a friend, same result) a joke for this price.
You ve smelled this before in many others. After the fails with the last colle tion and cheap packing, this one is by far the ugliest of all. The bottle is ridiculous.
After the left of genius director of this brand, Amouage became less and less creative and the quality collapsed. This example is the best.
The "triple polished" bottle bla bla does not interest anyone in front if this fragrance. No thanks
 
Test it twice, a common smell with an weird evolution on skin (me and a friend, same result) a joke for this price.
You ve smelled this before in many others. After the fails with the last colle tion and cheap packing, this one is by far the ugliest of all. The bottle is ridiculous.
After the left of genius director of this brand, Amouage became less and less creative and the quality collapsed. This example is the best.
The "triple polished" bottle bla bla does not interest anyone in front if this fragrance. No thanks

What, what now?
 
I’ve never ventured into this house I heard they make solid works of art but prices are above what I’m willing to spend. This fragrance might be solid but the design is laughable and has no class. I wish houses would stop bowing to the masses and just deliver a quality product in a quality looking presentation. At the end of the day it’s about sales and profit but you still need to uphold a standard of class at these prices.
 
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