I've been saying it a lot during the last couple of years (and initially articulated the thought back in 2010) but I have been accused of being cynical: Niche is (now) dead. Marketing is not a dirty word. Presenting an "updated" segmentation within a luxury brand is a plan to have your cake and eat too. When you hear too much art talk, you know something is fishy. Fragrance costs little to produce. Above all, think of what gives you pleasure, what is beautiful, and choose to support the ideas that matter to you and additionally not be swayed by fear-mongering. I suppose what I'm saying is "use your head". And we all know that the head is very purposefully elbowed out of the equation by the fragrance industry for decades, all that fluff talk about emotions, dreams, sentiments blah blah blah....
Let's re-iterate: Perfume aficionados form a very small, insignificant segment of the actual buying audience of perfume niche market. Expect the winners to be bought off by big brands, the struggling unoriginal ones to wither and die via survival of the fittest and the dedicated artisanal indies to continue to cater to a small, cottage-size industry. Consider where your buck flows carefully.
Bottom line, what bugs me most: The perfume aficionados have been USED as a stepping stone in order to build covetable brands that would bring back the investment by being sold off later on.
You call it business acumen. I call it exploitation. Let's agree to disagree.
NB. I was alerted to this news snippet originally via Basenotes.