Sounds like an office friendly crowd pleaser! Perhaps this is supposed to be the scent we‘re supposed to be heading into the unmasked urban crowd with. We haven’t been smelling much of other people through this pandemic, after all, and don’t want to offend with some sort of statement perfume. 😉 At least that’s my interpretation. Not for me! Heading over to your video about vintage treasures now. Good to have you back, Mr P!
I have compared 754 from the bottle I own with the carded sample of 724 I got from my local department store and they are indeed the same fragrance. Whatever “tweaking” that’s been done (if any!) is very very subtle. 754 was exclusive to the Bergdorf Goodman department store (which is located at 754, Fifth Avenue - that’s how the fragrance got its original name).
754 was a Bergdoff Goodman exclusive from about a decades ago and I guess this is a rerelease with a new name. It doesn’t sound like one that I would bother with but I wouldn’t mind trying it. I just don’t have a particular need for many ‘office safe’ type scents apart from the 8 or 9 I already own. I haven’t found anything from MFK that I particularly jive with the exception of Ciel de Gum. If he is doing some rereleases of a few of the old exclusives…that is one I would really reeeeeeaally like to see come back!
I went to the nearest MFK boutique this afternoon, looking for a fragrance suited for summer. I agree with what you said about the 'duplicity' of their scents; I had a very hard time choosing between the Aquas and this one. I think I understand the placement of A La Rose Pour Homme in their catalogue; it's a fresh rosy scent but it just isn't my dig. (I'd like rose on thicker, heavier scents). I only bought 724 due to a discount and because they don't have a stock of what I really liked the most--Aqua Celestia Forte. Good thing that the saleslady gave me a free sample of the latter.
I haven't bought a single bottle from Kurkdjian's namesake brand. I enjoy his works for other houses much more, so I always look forward to his new releases. Thank you for the review, I won't even bother smelling this on a blotter.
Same. I really want to because of its longevity and performance but I just can’t find anything I really want to spend my money on and love (except maybe grand soir). I will spend more and get Frederic Malle. Those are something else entirely.
I agree I don't need another fresh fragrance, I love Mr. Kurkdjian creations and doubt that this one smells bad, but they discontinued Ciel de Gum that was fantastic fragrance IMO, and release another fresh one, that's sad. I love BR540 Extrait, here where I live it's not as popular and I use it very sparingly so no problem. Thanks for the review Dariush!!! I really hope that the brand release something with more character in the near future.
I am surprised no one else feels that way but to me this smells similar to Petit Matin - with PM having little more nuance, a calming clean coriander kind of dimension. Back to 724 - this didn’t make sense to me until I heard you mention BR success. Now I can see the genuine of this. It is sort of like Ying to BR’s yang. It is like a white soapy ultra clean crystal that doesn’t smell like too much and yet projects like a beast. I can see this being a no-brainer choice for someone (particularly men) who makes tons of money but has no time to slow down and smell the flowers. Someone who wants to smell unique without taking any risks. Someone who goes to boardroom meetings and wants to look confident but also seeks approval from everyone in that room. Now this comment looks like a rambling essay 😂 but it’s hard not to get excited over MFK releases. Hate it or love it but can’t ignore it. To summarise my rambling - it’s sad that this one might not get as much attention as it could have if they hadn’t already done almost a dozen freshies with similar vibe… but you never know, they are doing really aggressive marketing for this so it might just become new BR 540 🤷🏻♀️
I agree with how you visualized 724. And about it being redundant with the Aquas. I haven't smelled BR540 yet tho because I'm not in the look for something different yet.
754 was launched in 2012 so this fragrance is now a decade old. The original 754 can no longer be found anywhere on any retail site, I suspect that it was reissued as 724 to incorporate some regulatory compliance that was necessary. There was about a two year gap between the last bottle of 754 being sold through the MFK website and this launch.
Captain Kurk has done some incredible fragrances (Eau Noire, Le Mâle and his Ouds......wow!!!!), but I have never fallen for his lighter fragrances. Aqua Universalis, Aqua Celestia, that lot. 724 sounds like another one of those....nice enough, well made, but nothing special..... Thank you for this review!
Persolaise, another great video. I agree with everything that you mentioned about Maison Francis Kurkdjian 724. I wish that he put out something more exciting like a leather or sandalwood fragrance for the upcoming fall/winter seasons.
I like 724 and also I agree with your comment. MFK released 9 Aqua fragrances, Petit Matin and now 724. If 724 had had some kind of unique texture like Cologne Blanche or Aqua Celestia forte, then it would have been more chic... Anyway if you fall love in FK's approach to fresh fragrances, you will love it in the end.
Definitely a cousin to Acqua Universalis but the amped up florals make it a bit more interesting to me. A little boring but Kurkdjian does clean white musks like no other. But I agree if I had any of the other Acqua fragrances I would find this redundant. I hope the next releases take a new direction.
Very polarizing this scent is! To me that makes it interesting. I tested aqua universalis compared it to this and choose this over it. I do enjoy it a lot probably cause I’ve yet to pick up a mfk freshie. But more than that it exhilarates and makes me feel nice and relaxed at the same time. It’s not supposed to be seductive. It’s friendly and almost aroma therapeutic. I love it for what it does. Great review!!!!
There was a time when I thought I had to like what everyone said was likable., and it was at this point, I was confused. Why, because it didn't make sense to me. I felt dismayed with my purchases and didn't relate to what people were referring to. A deep woods or a pristine spring. To me it smelled like the other bottle I was sampling at the perfume counter. For me, MFK falls into this catagory. I have a couple offerings, a roll-on set and a travel sprayer set and when I got them, they were at a deep discount, it was unfulfilling, empty. That was also the same time period when I sampled fille en Aiguilles. I finally felt connected. I could relate. It didn't matter if it was likable, because I understood it, and it transcended me to a place of reference. It conveyed what it set out to. I understand Bel Ami. I understand Rive Guache. I understand Tuscan Leather, Ambre Fetchie, just a few decants in front of me. I don't understand MFK. I've tried. I've tried, enough.
I have 754. Very nice and clean scent but really overpriced. I haven’t tried 724 yet but rumor said this is a revamped 754. I would really like to hear your opinion on this.
This is one I wish I had watched live to see the comments. 😅 There are people I love and respect who love the MFK brand. I think my annoyance with the perfumes from this line is they are overpriced for the safe fresh laundry-like creations I find them to be. Por le Soie being one of the exceptions.
Thanks for this review Dariush! To be honest, I think this release is totally out of time and divisive in the sense that it is completely against human progress in a large sense. Yes, it smells very similar to 754, an edition exclusively made for NY a decade ago. Pleasant, non offensive (olfactory speaking) and...useless, to be slightly harsh. With all what happened these last years, one could hope that mankind would evolve. Even in the perfume world. ;-) Why create a perfume celebrating skyscrapers, frenetic business life, superficial urban lifestyle...basically social Burn Out and a polluted planet?! To me this is so last century (or should be at least!). The goal should be to learn living in harmony with nature and not the city! This kind of release feels like a slap in the face of progress (the real kind where human beings start to live a more conscious and less narcissistic life).
We didn’t need the cologne forte collection. We dont need the 724. He is indeed the king of freshies, but is too much now. Lets recap: petit matin, gentle fluidity silver, aqua vitae, aqua celestia, aqua universalis, all the forte, all the cologne forte and now the 724. Too much IMO.
Sprayed this on my hand the other day. Smells like a urinal cake. I was mortified and was nervous people thought I had an accident on myself, had to wash it off.
I own Baccarat Rouge 540 which I think is okay but I rarely ever wear it. I also have lots of MFK’s original perfumes which I wore mainly because they were the only inoffensive perfumes I could wear to work where everyone seems to hate perfumes and always negatively commented about perfume. I recently went to Italy for several weeks and once of the many times I had to go through customs, there was a young woman in front of me whose perfume was quite noticeable. When I asked her what it was, she replied that it was MFK’s newest perfume release. I was curious because it smelled like something I had smelled before but not an MFK. When I returned from my trip, I picked up my bottle of Francesca Bianchi’s release of a different line of perfume, which she called Hedonik Divine Perversion. I may be completely wrong, but Divine Perversion reminded me of what I smelled on that woman who told me she was wearing MFK’s newest perfume.
Amazing video! You have a very different style than other fragrance TH-camrs-I’m not sure how it’s different but it sets you apart in an amazing way
That’s very kind - thank you.
Sounds like an office friendly crowd pleaser! Perhaps this is supposed to be the scent we‘re supposed to be heading into the unmasked urban crowd with. We haven’t been smelling much of other people through this pandemic, after all, and don’t want to offend with some sort of statement perfume. 😉 At least that’s my interpretation. Not for me!
Heading over to your video about vintage treasures now. Good to have you back, Mr P!
A good point -- we all need to smell clean and safe again!
Thanks for watching.
I have compared 754 from the bottle I own with the carded sample of 724 I got from my local department store and they are indeed the same fragrance. Whatever “tweaking” that’s been done (if any!) is very very subtle. 754 was exclusive to the Bergdorf Goodman department store (which is located at 754, Fifth Avenue - that’s how the fragrance got its original name).
Ah, fascinating. Thanks for this.
Very interesting! Good to know. Thank you for clarifying 😊
Love that story
754 was a Bergdoff Goodman exclusive from about a decades ago and I guess this is a rerelease with a new name. It doesn’t sound like one that I would bother with but I wouldn’t mind trying it. I just don’t have a particular need for many ‘office safe’ type scents apart from the 8 or 9 I already own. I haven’t found anything from MFK that I particularly jive with the exception of Ciel de Gum. If he is doing some rereleases of a few of the old exclusives…that is one I would really reeeeeeaally like to see come back!
Well, the similarity in the names certainly suggests a connection with 754.
Thanks very much for writing.
I asked the Kurkdjian rep at Bergdorf about this, she said it is indeed based on 754 but she said it is slightly different, fresher and more floral.
MFK used to have two great fragrances: Absolue pour le Soir and Lummier Noir Homme
I went to the nearest MFK boutique this afternoon, looking for a fragrance suited for summer. I agree with what you said about the 'duplicity' of their scents; I had a very hard time choosing between the Aquas and this one. I think I understand the placement of A La Rose Pour Homme in their catalogue; it's a fresh rosy scent but it just isn't my dig. (I'd like rose on thicker, heavier scents).
I only bought 724 due to a discount and because they don't have a stock of what I really liked the most--Aqua Celestia Forte. Good thing that the saleslady gave me a free sample of the latter.
Excellent - enjoy your purchase.
I haven't bought a single bottle from Kurkdjian's namesake brand. I enjoy his works for other houses much more, so I always look forward to his new releases. Thank you for the review, I won't even bother smelling this on a blotter.
Well, everything is worth a brief sniff, I’d say 😉
Thanks for watching.
Same. I really want to because of its longevity and performance but I just can’t find anything I really want to spend my money on and love (except maybe grand soir). I will spend more and get Frederic Malle. Those are something else entirely.
A great analysis as usual.
Thanks very much indeed.
I absolutely adore this perfume!
Good to know 👍
I agree I don't need another fresh fragrance, I love Mr. Kurkdjian creations and doubt that this one smells bad, but they discontinued Ciel de Gum that was fantastic fragrance IMO, and release another fresh one, that's sad. I love BR540 Extrait, here where I live it's not as popular and I use it very sparingly so no problem. Thanks for the review Dariush!!! I really hope that the brand release something with more character in the near future.
Thanks very much, Carlos. I don’t think I ever got a chance to try Ciel De Gum.
@@Persolaise If you can find it I would really like to hear your take on it!
I am surprised no one else feels that way but to me this smells similar to Petit Matin - with PM having little more nuance, a calming clean coriander kind of dimension. Back to 724 - this didn’t make sense to me until I heard you mention BR success. Now I can see the genuine of this. It is sort of like Ying to BR’s yang. It is like a white soapy ultra clean crystal that doesn’t smell like too much and yet projects like a beast. I can see this being a no-brainer choice for someone (particularly men) who makes tons of money but has no time to slow down and smell the flowers. Someone who wants to smell unique without taking any risks. Someone who goes to boardroom meetings and wants to look confident but also seeks approval from everyone in that room. Now this comment looks like a rambling essay 😂 but it’s hard not to get excited over MFK releases. Hate it or love it but can’t ignore it. To summarise my rambling - it’s sad that this one might not get as much attention as it could have if they hadn’t already done almost a dozen freshies with similar vibe… but you never know, they are doing really aggressive marketing for this so it might just become new BR 540 🤷🏻♀️
I think you nailed it. Captain Kirk is a gifted artist who seems to turn into a shrewd businessman with his own line.
Well, we can’t blame him for wanting to make a profit. And yes, the advertising does seem quite pervasive.
@@Persolaise of course not - and it is a pretty good composition as well.
I agree with how you visualized 724. And about it being redundant with the Aquas. I haven't smelled BR540 yet tho because I'm not in the look for something different yet.
754 was launched in 2012 so this fragrance is now a decade old. The original 754 can no longer be found anywhere on any retail site, I suspect that it was reissued as 724 to incorporate some regulatory compliance that was necessary. There was about a two year gap between the last bottle of 754 being sold through the MFK website and this launch.
Interesting. There may well be something in this.
Thanks for taking the time to write.
This fragrance layered with baccarat is heaven. Pure heaven ❤ I also enjoy it on its own in warm weather.
Thanks very much for watching.
Captain Kurk has done some incredible fragrances (Eau Noire, Le Mâle and his Ouds......wow!!!!), but I have never fallen for his lighter fragrances. Aqua Universalis, Aqua Celestia, that lot. 724 sounds like another one of those....nice enough, well made, but nothing special.....
Thank you for this review!
Thank YOU for watching.
Persolaise, another great video. I agree with everything that you mentioned about Maison Francis Kurkdjian 724. I wish that he put out something more exciting like a leather or sandalwood fragrance for the upcoming fall/winter seasons.
I guess he’s not in that sort of zone at the moment.
Thanks for watching.
I bought this today and absolutely love it ☺️
Good to know 😊
I like 724 and also I agree with your comment. MFK released 9 Aqua fragrances, Petit Matin and now 724. If 724 had had some kind of unique texture like Cologne Blanche or Aqua Celestia forte, then it would have been more chic... Anyway if you fall love in FK's approach to fresh fragrances, you will love it in the end.
I suspect you’re right.
Thanks very much for watching.
Definitely a cousin to Acqua Universalis but the amped up florals make it a bit more interesting to me. A little boring but Kurkdjian does clean white musks like no other. But I agree if I had any of the other Acqua fragrances I would find this redundant. I hope the next releases take a new direction.
Yes, I know what you mean.
Thanks for watching.
Very polarizing this scent is! To me that makes it interesting. I tested aqua universalis compared it to this and choose this over it. I do enjoy it a lot probably cause I’ve yet to pick up a mfk freshie. But more than that it exhilarates and makes me feel nice and relaxed at the same time. It’s not supposed to be seductive. It’s friendly and almost aroma therapeutic. I love it for what it does. Great review!!!!
I'm glad you like it. Thanks for watching.
On my third bottle. Love it !
Oh wow. That’s good to know.
There was a time when I thought I had to like what everyone said was likable., and it was at this point, I was confused.
Why, because it didn't make sense to me. I felt dismayed with my purchases and didn't relate to what people
were referring to. A deep woods or a pristine spring. To me it smelled like the other bottle I was sampling at the
perfume counter. For me, MFK falls into this catagory. I have a couple offerings, a roll-on set and a travel sprayer set
and when I got them, they were at a deep discount, it was unfulfilling, empty.
That was also the same time period when I sampled fille en Aiguilles. I finally felt connected. I could relate.
It didn't matter if it was likable, because I understood it, and it transcended me to a place of reference.
It conveyed what it set out to.
I understand Bel Ami. I understand Rive Guache. I understand Tuscan Leather, Ambre Fetchie, just a few decants
in front of me.
I don't understand MFK. I've tried. I've tried, enough.
Thank you so much for this. You must continue to be lead by your nose and your heart - and keep finding the scents with which you genuinely connect.
It definitely would have been nice to have seen a more exciting release from MFK. There so many similar style scents within the brand.
I guess he wanted something that would work for as wide a range of tastes and occasions as possible.
I have 754. Very nice and clean scent but really overpriced. I haven’t tried 724 yet but rumor said this is a revamped 754. I would really like to hear your opinion on this.
I never tried 754, so I don’t think I’ll be able to comment.
This is one I wish I had watched live to see the comments. 😅 There are people I love and respect who love the MFK brand. I think my annoyance with the perfumes from this line is they are overpriced for the safe fresh laundry-like creations I find them to be. Por le Soie being one of the exceptions.
They do all follow a certain style.
Thanks for watching, Lia.
Get rid of Absolue/Cologne pour le Soir and Ciel de Gum and bring this in?!
A valid question 😉
The perfume 754 must be freshness 54 hours a day, 7 days a week then
Ha! Possibly...
thanks for the review. tried 754 which smelled a lot like Aqua Universalis but not as nice. and was never big on AU to start with. hard pass.
Thanks for taking the time to write 😊
The only reasoning behind MFK release this now when he has handful of similar fragrances is "Money"
Well, I’m sure that’s *one* of the reasons.
Thanks for watching.
I tried a carded sample of this last week in Harrods and instantly thought of MFK Aqua Celestia…..
Ah, there you go.
Thanks for watching.
i living in turkey. There is a cheap cologne "rebul ice cologne". it's nearly same and it's just 2 dollars.
Aha! Thanks for this.
Thanks for this review Dariush! To be honest, I think this release is totally out of time and divisive in the sense that it is completely against human progress in a large sense. Yes, it smells very similar to 754, an edition exclusively made for NY a decade ago. Pleasant, non offensive (olfactory speaking) and...useless, to be slightly harsh. With all what happened these last years, one could hope that mankind would evolve. Even in the perfume world. ;-) Why create a perfume celebrating skyscrapers, frenetic business life, superficial urban lifestyle...basically social Burn Out and a polluted planet?! To me this is so last century (or should be at least!). The goal should be to learn living in harmony with nature and not the city! This kind of release feels like a slap in the face of progress (the real kind where human beings start to live a more conscious and less narcissistic life).
I appreciate your viewpoint. It’ll be interesting to see how the release fares.
Personally I really like fresh and clean scents all year round but there are so many out there and this one doesn’t stand out for the price
Yes, there’s certainly no shortage of them.
Many thanks for watching.
We didn’t need the cologne forte collection. We dont need the 724. He is indeed the king of freshies, but is too much now. Lets recap: petit matin, gentle fluidity silver, aqua vitae, aqua celestia, aqua universalis, all the forte, all the cologne forte and now the 724. Too much IMO.
Perhaps he really likes working within that style.
Thanks for watching.
Captain Kurk? Lol! 😂🤣😂 Do people call him that? 😂
I think some of us have for years 😂
Sounds a bit underwhelming even though the notes seem nice enough but yes an odd time to release it
Yes. I wonder how it'll do.
The snob sharks who seem to always know better than someone as talented as FK were certainly chomping at the bit to comment on this release.
Oh dear, were they?
Thanks for watching.
@@Persolaise 🤔
Sprayed this on my hand the other day. Smells like a urinal cake. I was mortified and was nervous people thought I had an accident on myself, had to wash it off.
Oh no! I can’t say I got that particular smell myself.
@@Persolaise the best clean smell that I get non-stop compliments on is Orpheon by Diptyque. Spectacular.
A little bit “meh” for me. Nice, and good quality, but nothing really new or interesting.
Fair enough.
Thank you for watching.
@@Persolaise when’s the next live stream?
I own Baccarat Rouge 540 which I think is okay but I rarely ever wear it. I also have lots of MFK’s original perfumes which I wore mainly because they were the only inoffensive perfumes I could wear to work where everyone seems to hate perfumes and always negatively commented about perfume. I recently went to Italy for several weeks and once of the many times I had to go through customs, there was a young woman in front of me whose perfume was quite noticeable. When I asked her what it was, she replied that it was MFK’s newest perfume release. I was curious because it smelled like something I had smelled before but not an MFK. When I returned from my trip, I picked up my bottle of Francesca Bianchi’s release of a different line of perfume, which she called Hedonik Divine Perversion. I may be completely wrong, but Divine Perversion reminded me of what I smelled on that woman who told me she was wearing MFK’s newest perfume.
Ah, fascinating. Thanks for sharing that.