Jimmy Choo — I Want Choo Forever
Essence
I Want Choo Forever is the evening-leaning first flanker to Jimmy Choo’s 2020 hit I Want Choo, launched in October 2022 and created by Sonia Constant and Louise Turner. Where the original was a bright peach-and-lily fruity floral, Forever swaps in a boozy black-cherry-liqueur-and-almond accord over a quasi-chypre base, repositioning the line for fall and winter. It is a competent, affordable designer take on the cherry note that Tom Ford made luxurious, and its central question is how close it comes to several pricier rivals.
Scent Profile
The heart is cherry liqueur and bitter almond, and that pairing drives the whole experience. The pyramid runs bitter almond and rose on top; cherry, jasmine and vetiver in the middle; vanilla, tonka bean, amber and oakmoss in the base — a fruitier reading of the original, with black cherry liqueur and rose over a chypre foundation. The opening is a juicy, slightly tart rose dusted with pink pepper and a nutty almond-oil facet; within minutes the black cherry takes over, described variously as sweet and jammy, boozy, and by detractors as sickly and syrupy.
What keeps it from collapsing into pure candy is the base: oakmoss and vetiver lend a token chypre earthiness, while vanilla and tonka round the drydown into something cozy. A consistent minority finds the cherry too sticky and wishes the almond read more boozy, like amaretto. Skin chemistry swings it hard — some wearers amp the vetiver and oakmoss into a spicy, woody turn most others never report. At its most legible it reads like cherry-cordial chocolate and marzipan over a thin smear of damp moss, with vanilla closing it like the cream on a Black Forest cake.
Performance
Reports diverge sharply, which usually signals real skin-chemistry sensitivity. One reviewer pegged lasting power at around 6 hours worn close to the skin; many wearers report a solid 5-6 hours with strong tenacity for their chemistry, while a vocal minority find it wears soft with lackluster longevity. Aggregate sentiment skews toward a strong scent best suited for night. Call it moderate-to-good longevity with moderate projection — a fragrance that announces itself for the first hour, then hugs close rather than filling a room.
Wearing Context
Built for cool weather and evening. The brand frames the Forever woman as fearless, seductive, and a bit unexpected, and the smoky-grey-and-gold flacon signals night-out glamour. Consensus follows: fall and winter, date night, and cozy seductive occasions, with several wearers noting it is sweet enough that hot weather pushes it toward cloying. It can be dialed down for daytime or the office with a light hand, but its native habitat is after dark in the cold.
Comparisons & DNA
- Carolina Herrera Very Good Girl and Very Good Girl Glam are the dominant comparison — some wearers find Forever nearly indistinguishable from that cherry-almond axis.
- Tom Ford Lost Cherry (2018) is the progenitor of the trend Forever rides; Forever is the affordable designer entry against that niche benchmark.
- Among cherry rivals from Kayali, YSL, and Guerlain, consensus places Forever in the middle — ahead of cheaper celebrity cherries but trailing the Tom Ford and Kayali tier.
- A recurring budget comparison is Avon Far Away Beyond Intense, cited as a surprisingly close, lower-cost stand-in.
Reception
Forever is warmly received as a value play and frequent compliment-getter, with a meaningful skeptic faction. Fans call it the best of the I Want Choo line, praise the cherry-almond-vanilla blend, and note it punches above its affordable price. The most common criticisms are derivativeness — even a self-described Sonia Constant admirer dismissed it as another indistinct, perfumey scent and sold both this and the original — and the syrupy cherry. No major critic appears to have reviewed it; its footprint is concentrated in popular and influencer channels, itself a signal of its mass-market, trend-riding positioning rather than critical ambition.
Versions & Reformulation
This is a flanker, not a reformulation. It is the first flanker of I Want Choo (2020), followed in the line by I Want Choo Le Parfum and others. The original was Sonia Constant solo; Forever adds Louise Turner. The flacon reprises the original’s dress-shaped bottle in smoky grey with gold accents. No reformulation of Forever itself is documented as of this writing.
Acquisition Notes
Forever is widely available and one of the most heavily discounted designer feminines on the market, routinely found well below retail in sizes from small minis up to a 3.3 oz bottle, with an MSRP around 140 USD for 100 ml. Given how polarizing the cherry-almond accord is on individual skin — longevity and the spicy-vetiver effect vary widely — this is a strong sample-before-bottle candidate, and decants are cheap and plentiful. It is frequently bundled in gift sets with matching body lotion.
Notable Facts & Lore
- The I Want Choo sub-line marked a deliberate visual break for the house: all Jimmy Choo bottles were round or square until 2020, when the original introduced the tall, capless, dress-shaped flacon.
- Forever is the first flanker of I Want Choo, arriving in October 2022.
- Co-perfumer Sonia Constant is among the more decorated noses in mainstream perfumery, with Tom Ford Ombré Leather and Noir Extrême and Narciso Rodriguez Pur Musc among her credits.
- It belongs to the post-2018 cherry-gourmand wave that Tom Ford Lost Cherry kicked off.