A set of numbered exclusive artisan fragrances was first offered by prada at their boutiques and select department stores in 2003. Each scent focused on a single note—iris, orange flower, tuberose, violet, etc. Additions to this line were made again in 2007 and 2010. Prada's first mass market fragrance offering, prada eau de parfum, was released in 2004. The prada ephemeral infusion line, which highlighted some of the notes from the prada exclusive line and featured more costly ingredients, was introduced in 2007 with infusion d'iris. A prada fashion show is always a revelation, an utterly unique collection, composed of seemingly contradictory elements, designed to provoke a vivid reaction, at once intellectual and emotional. A prada perfume is the manifestation of that singular methodology. Start with something an idea, a technique, an exquisite ingredient then turn it over, play it backwards, break it into pieces, mix it with something unexpected.