Van Cleef & Arpels Launches New Perfume with Surlyn Cap
"So First" celebrates 40 years of the brand’s perfume.
To celebrate the 40th birthday of its perfume "First,” famous fine jeweler Van Cleef & Arpels launches “So First.” The cap made by Axilone is a real aesthetical performance resulting of a very specific know how in injection of DuPont's Surlyn.
Back in the 70’s, Pierre Arpels came up with a completely new idea: to create the first fine jeweler’s perfume. “First” was born in 1976. Forty years later, Van Cleef & Arpels is bringing back to life the myth of “First” by creating “So First,” a modern interpretation of the legendary perfume.