Marilyn Monroe famously said she wore it where she wanted to be kissed; Liv Tyler recently suggested putting it on your soles and in your tummy button so that it becomes part of you.

But the rest of us generally put our perfume on our pulse points. The Body Shop has just launched a new perfume called Love etc.

Katy Mason, The Body Shop’s senior category and innovations manager, said the inspiration behind the perfume was Anita Roddick, founder of the chain, who was filled with passion, drive and love.

“We wanted to create a perfume that resonated with 20-30 year-old women and captures their sense of emotional connection, the importance of their friends and their love of love and romance. Love etc is about being young, inspired and the wider power of love for friends, family and lovers,” says Katy.

The perfume was created by top Parisian perfumier, Dominique Ropion and has warm base notes of vanilla and musk, mid notes created by jasmine, the blossom hand-picked at sun rise by women in the Nile Deta and zingy top notes of bergamot, pear and neroli.

What is unique is that it’s the first perfume to use community-traded alcohol. The alcohol is distilled from organic sugar cane grown in Ecuador that’s cut by hand. The land is so unpolluted, apparently, that orchids grow amongst the cane.