Yell gets into perfume with Eau de Yellow Pages

Yell is developing a perfume called Eau de Yellow Pages.

Inspired by the scent of a fresh copy of the Yellow Pages, the fragrance is made up of notes of bergamot and lemon, along with cedar, musk and base notes of vanilla.

Set to launch later this year, the scent is being created to ‘transport the mind and the senses to a time when the iconic yellow book was a mainstay of homes up and down the country’. Five years after its final circulation, Yellow Pages still receives over 18,000 Google searches each month in the UK.

“The books are no longer a mainstay of our lives, but the Yellow Pages had an unmistakable smell that still conjures up cherished memories,” said Sarah O’Rafferty, Head of Public Relations at Yell.

“While the Yellow Pages have moved on, we knew we had to launch something to celebrate both its heritage and uniqueness. By creating the scent of the Yellow Pages, we can evoke the nostalgia of the iconic brand that has built the foundations for what Yell.com is today.”

Alongside the perfume, the Yellow Pages are returning for a limited three-month run, available to pick up at Selfridges stores in London, Manchester and Birmingham now.

The 72-page ‘fanzine’ shows off Selfridges’ latest collections and features content from the likes of Versace, Jil Sander and Martine Rose.