Marley Fragrance has arrived in Bermuda for its debut outside North America. Creators said it goes beyond the typical perception of the legendary reggae musician with a sophisticated, luxury scent collection that goes far beyond the typical T-shirt and poster.

“Almost every person, when you hear about Marley, you think one thing,” explained Itay Mizrahi, a representative of IMH Fragrances, the company that partnered with Brown & Co, the local department store. “Then you’re introduced to the brand, and it’s actually a lifestyle. It’s a way of living. It’s a way of thought.”

He told The Royal Gazette that the Bermuda launch will precede the Jamaica release because after IMH visited the island, it “saw how Bermuda connected to the story of Marley and that it’s all about peace, love and unity ... yeah, basically make it a perfect match”.

The collection breaks new ground by understating Marley’s iconic image. Instead, it focuses on his profound message through six carefully crafted fragrances. “We want to highlight who he is as a person and what he did through his music,” IHG notes.

The luxury positioning is intentional.

Mr Mizrahi explained: “Before they give us the rights for the licence, they wanted someone who would take it more boutique, more prestige and really bring the message of what Bob Marley changed in this world.”

Nicole Warren, general manager of Brown & Co, emphasised the appeal: “Bob’s message is universal. It could be a 20-year-old, could be an 80-year-old. It’s really about how your personality resonates with the message.”

Priced at more than $100 and crafted as perfumes — not simple eau de toilette — the collection represents a metamorphosis of the Marley brand.

Crafted by world-renowned perfumers at Givaudan and Firmenich, each fragrance uses mood-enhancing scent technology.

“Each scent evokes a unique emotion, from the calm of peace to the brightness of the sun, featuring island notes like mango, basil, hibiscus and cinnamon,” said Cedella Marley, daughter of Bob Marley, who oversaw the creative direction of the line.

The perfumers incorporated ingredients either native to or inspired by Jamaica. Each fragrance is named after a Marley song, with some surprising twists. “Place of Peace”, Mr Mizrahi’s personal favourite, is named after an unreleased Marley track.

The fragrances are divided into three thematic categories: love, peace and unity. Each category includes one scent traditionally marketed for women and one for men, although all are designed to be inclusive.

The “love” category promotes warmth and intimacy. “Satisfy My Soul”, inspired by one of Marley’s most beloved ballads, combines sea salt, ambrette and vanilla. “Lights Down Low”, its masculine counterpart, is deeper, with pomelo and clove leaf opening into a smooth, amber finish. “Warm musks and spices mimic the passion of falling in love,” said Hanan Malul, the chief executive of IMH and Michael Malul. “That’s exactly what we tried to capture here.”

Under “peace”, “Place of Peace” offers a blend of linden flower, agave and Earl Grey tea, and its counterpart, “Mellow Mood”, contains cédrat, ginger zest and cedarwood.

Finally, the “unity” category is meant to bring energy and joy. “Soul Rebel” bursts with mango nectar, hibiscus and sandalwood. “Simmer Down” blends star apple, cardamom and amberwood. “Bob Marley’s messages of love, peace and unity are all feelings that are easily evoked through scent,” added Mr Malul.

• To mark the Bermuda launch, Marley Fragrance hosted an invite-only launch event yesterday at Queen Elizabeth II Park. The celebration continues this weekend with an in-store activation at Brown & Co, featuring expert fragrance consultations, gift-with-purchase offers, complimentary bottle engraving and live music from a local DJ