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I hadn't heard of Loewe Loco or even the house of Loewe prior to spotting this fragrance listed on a cut price perfumes e-tailer's website but the description appealed to me and at the price I paid it was worth a try.
Loewe is a Spanish fashion line which I understand specialises in leather wear (strictly day attire I believe); they also make a number of fragrances. From what I can glean the fragrance I am reviewing was initially called Loewe Loco Aire. I've seen pictures of both bottles and they are identical; research on fragrance forums suggests that the two scents are identical too.
The scent comes in an unusual glass bottle which is essentially the shape of a bar of Pears Soap, but with a twist in it. It fits more comfortably in the hand that you might think. The lid is a metallic gold with a slight green tinge to it and the liquid in the bottle is a vibrant green. Visually at least this looks like it will be a fresh and zingy fragrance.
The initial aroma is harsh and artificial, more like a cheap air freshener or cleaning product than anything you might want to actually wear. Fortunately this settles very quickly and within a minute I was pleased with the distinctive scent of bergamot which marks this out as a citrusy scent. For the first thirty minutes I find that the scent is quite masculine with that Earl Grey bergamot meeting head on with pink peppercorns; it makes me think of a cool cologne more than a complex perfume. Loewe mention magnolia as a top note but I didn't get that at all.
After half an hour I find that the zesty notes give way to a more relaxed but still fresh floral combination with just a little hint of fruit. Now it becomes more feminine, though overall I think Loewe should have marketed this as a unisex fragrance because in spite of the distinctive floral notes, this doesn't come across as an overtly floral scent. Sambac jasmine (a particular favourite) and freesia (another favourite) stand out among the middle notes. I can also detect whiffs of orange blossom which I like very much; it is a really natural aroma of orange blossom and with that slight spiciness of the pink peppercorns still just about detectable this combination reminds me of Jo Malone's Orange Blossom cologne.
Unfortunately this fragrance performs poorly in terms of longevity and never really gets the chance to reveal the base notes which are listed as Virginian cedar and patchouli. If I apply the perfume as I'm dressing for work I can be pretty sure that by lunchtime there's almost nothing left of it other than a mild woody fragrance and the remnants of a long gone slightly powdery floral. This is disappointing from an eau de parfum and makes me wonder whether it might be more cost effective to purchase the Eau de toilette and feel less guilty about more frequent application of the scent.
There are elements of Loewe Loco that I really love, in particular the way that slightly oily but zesty bergamot gives way so smoothly to the freesia and jasmine; in a way it's like getting to enjoy two great fragrances one after the other. I find that the fresh cologne like opening fragrance is ideal to get my day off to a lively start but I wouldn't want that intensely energetic scent with me all day so the change to a fresh but warmer floral is really welcome.
I paid about £18 for a 50ml Eau de Parfum which I consider a fair price for what I've got; however this was a time limited offer and is no longer available. If Loewe Loco offered more staying power I'd say this was an absolute steal. Loewe Loco (Aire) sells through Amazon at a shade under £40 for 50ml. The high prices may be due to the fact that this fragrance is discontinued; I have searched high and low but have not been able to establish with any certainty that this is the case.
It's not the most complex or clever perfume but it's an original and contemporary combination of classic notes. I won't rush out to buy more when it's finished, purely because of the issues with longevity, or lack of it, but I'll probably be a little sad.