Suppose you were the artistic director of a very prominent perfume house, and there was only really one classic perfume from that house that you loved…
Would you make every launch a modern variation of that fragrance?
Suppose you decided, say, to launch a leather fragrance, but that you, personally, didn’t like leather fragrances.
Would you have a leather fragrance composed that you could wear, one that was suited to your particular tastes?
Yesterday, I was directed to a blog written by a major player of the industry. It’s been up for just over a year, it’s not frequently updated, and it only links to one perfume blog, where the brand’s launches are systematically praised – it’s all a matter of taste, of course… (Correction added after a reader's comments: the praise is *not* systematic. Sincere apologies to the author in question for the generalization.)
The blog in question includes a very hurriedly written history of perfumery, replete with mistakes (Dior’s New Look in the Roaring Twenties? Mary Quant and André Courrèges in the 70s?), a few addresses, a couple of articles on raw materials, some advice on choosing one’s fragrance (based on the idea that a woman must find hers and hang on to it – the author only has two favorites) and above all, most interestingly, a couple of posts on the genesis of two of the house’s fragrances.
These posts reflect the fact that the author has imposed her own, personal taste, which explains a lot about the current style of the brand. Very little is said about the house’s heritage: though it is showcased in the historical posts, it seems of little relevance in the selection of new fragrances.
Clearly, this sporadically updated blog represents a half-hearted attempt at penetrating the perfume blogosphere, but judging by the total absence of comments, it doesn’t seem to have reached many readers.
The blogger writes in her own name. See if you can find it…
Image: Pierre Molinier