BMW And Mavive Launch First Signature Fragrance Line – Amberness and Bergamood

BMW and Venetian fragrance company Mavive have introduced the first-ever BMW-branded fragrances – Bergamood and Amberness, in a bold step that brings together automotive excellence with olfactory innovation. With the partnership producing a groundbreaking scent experience based on applied neuroscience, its launch is the first milestone in a licensing arrangement inked in 2023.

Freude, the key BMW value that means joy or delight, is the focus of this launch rather than just aroma. By using fragrance as a means of evoking feelings and elevating ordinary situations, Mavive and BMW aimed to capture this philosophy through an immersive sensory experience. The brands emphasised the scents’ function as a sensory extension of BMW’s identity in a joint announcement, saying, “Freude is the joy we carry in our hearts that propels us into the future.”

 

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Mavive used the knowledge of DSM Firmenich, the global leader in scent innovation, and its unique Emotiwaves technology to realise this idea. Using natural substances, Emotiwaves leverages the sense of smell to impact and magnify pleasant emotional reactions, based on confirmed neuroscience research. This innovative idea pushes scent into the field of wellness that improves mood.

“Developing Amberness and Bergamood was an exciting challenge,” said Marco Vidal, CEO of Mavive. “We are proud to have translated this synergy into a unique sensory experience—a call for freedom of expression.” Founded in 1986, Mavive is a spin-off of the historic Vidal Profumi company and is renowned for its blend of tradition and forward-thinking innovation.

 

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Renowned perfumers Frank Voelkl and Alexandra Monet created Bergamood and Amberness, which were intended to be genderless scents. Beginning with vibrant notes of pink pepper, mandarin, and Italian bergamot, Bergamood develops into a heart of Paraguayan petitgrain, helvetolide, and lavender before settling into a warm base of ambrox and anthamber. In contrast, Amberness is a fragrant blend of French Clary sage, Italian bergamot, and Guatemalan cardamom at the top; Egyptian geranium, Haitian vetiver, and Madagascan vanilla at the centre; and Australian sandalwood and ambrox at the base.

The fragrances themselves are just as elegant as the flacons. The cylindrical bottles, which have a minimalistic style, are made of transparent glass and have a black cap with the BMW insignia engraved on it. In a subtle homage to the brand’s architectural history, the shape is modelled after the famous BMW Headquarters tower in Munich. The packaging’s clean lines and contemporary design carry on the elegance concept.

Priced at €62 for a 50 ml bottle and €85 for the 100 ml version, the perfumes are designed to be worn individually or layered, offering consumers a customizable scent experience.

Available from May 2025, the fragrances are being sold at select perfumeries, BMW dealerships, and the BMW Lifestyle Online Shop, allowing fans of the brand to connect with BMW on a new, sensory level.

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For BMW, the move into fragrance represents a natural extension of its lifestyle branding, adding a layer of emotional resonance to its already powerful identity. As a global automotive giant with a presence in over 140 countries and sales exceeding 2.45 million passenger vehicles in 2024 alone, BMW’s leap into olfactory luxury signals a future where lifestyle, emotion, and performance are seamlessly intertwined.

With Bergamood and Amberness, BMW and Mavive have not only created scents—they’ve crafted a new dimension of luxury.