Three Case Studies from 2021 Mapping the Way into 2022: Fragrance Market Cues

 Apart from the pandemic, which made 2021 a very hard year to test out fragrances in physical stores, since testers were removed, there were three significant signposts that pertain to the fragrance market at large and which dictate how 2022 and the coming years will flow. 

 

DIOR & SAUVAGE: Ads and Representation

When the ads for the men's Sauvage Parfum with Johnny Depp first hit the scnreen with images of the wild American countryside, and descendants of Native Americans dancing ritualistically in late 2019, I remember thinking "the only thing worthwhile about this synthetic swirl whichpasses for perfume is its advertisement ”. Being a true harbinger of failure, the ad was harshly hailed as cultural appropriation.

Having no shares in Dior, or in the monstrous behemoth of LVMH to which it belongs, I find that it is one of the few times that the audience proved to be less informed than the house. The counselors of the house had done a thorough research, in order to be completely respectful of the context towards the minorities of the natives. They even named the native people who participated in the project. However, the French connection of sauvage with silk fabrics with a weave anomaly, the most "irreconcilable", was completely lost in the Anglo-Saxon language. Thus in the collective unconscious, as is often the case, the conflation of the name sauvage (= savage) with the depiction of Native Americans, was the strike of death… Advertising was withdrawn in 2020. 

 

Dior exhibited quick reflexes for the main face of the campaign. Johnny Depp's cancellation apropos his trial with his ex wife, Amber Heard, was completed in 2021. And while the lawsuit, which Depp lost, concerned his own lawsuit against the British media for libel, in the public consciousness it was as if every charge against him had been proved. Acting as Pontius Pilate, Dior froze every ad with the old protagonist in 2021. Just 3 weeks ago Dior announced the replacement of the main person in the Sauvage campaigns with the French footballer Kylian Mbappé.

 

How the American public, which is targeted by designer brands, will identify with a person so French and especially with a footballer (a sport that is much less popular in the US than in the rest of the world) is an issue that obviously did not concern them. And the reason is simple. Sauvage sells itself, since its release in 2015, with the intensive promotion that has been given to it so far in stores. In other words, LVMH only cares to be considered politically correct, so as not to risk a second John Galliano controversy… For those who do not remember, Galliano was also (justifiably) fired by Dior when he had an unacceptable anti-Semitic outburst in a Parisian restaurant, which was broadcast extensively.

 

 

Billie Eilish's breasts and the vanilla of her dreams 

 

To say that the American pop singer is the pop phenomenon of the last 2-3 years is an understatement. Billie wrecks havoc on the Net, with her body image disorders, her exposure to porn from the age of 9, her loose clothes that seem to swallow her, and the viral photo shoot for Vogue with corsets. So she released her first perfume , like any self-respecting celebrity. Eilish by Billie Eilish, currently available in the US.

 

 The choice on the one hand of the scent, and on the other hand of the bottle for Eilish, arouses the interest of any student of pop culture. Regarding the actual scent, while one would expect a fragrance as subversive as the image of the young singer - a breath of fresh air in a hyper-sexualized environment that visually projects pop stars as concubines at the very least - is a predictable vanilla. The launch was accompanied by the usual claims that "Billie was dreaming of the vanilla she could not find and decided to make her own". (I swear, I've been hearing this exact tag line ever since Donna Karan introduced her own fashion house at the close of the 1980s-early 1990s). 

 

As for the perfume bottle, it represents a bust of her body, with her breasts overemphasized. The official version claims she personally chose this mold because she is very proud of this segment of her anatomy. Cool I'd say, self-emancipation! Only there's the catch that the company that oversees the perfume project, that is Parlux (who released the perfumes of Paris Hilton among others) probably wanted to compete on an equal footing with the independent brand of the Kardashian sisters, KKW (Kim Kardashian West, from when Kim was still married to Kanye). Said independent company released some very successful commercial perfumes under the KKW umbrella in the last 2-3 years, with bottle-molds made out of the trunk and infamous hips of Kim Kardashian…

 

100 Years of Solitude for Chanel No.5 

 

It sounds like an oxymoron, but it's really not. The most famous perfume of all time does abysmally in blind tests. Typically, when we give it to modern audiences to smell and evaluate it, without telling them what they smell, it is rated much lower than it's really worth. The perfume continues to be produced and sold, but not actually worn! Gifted, symbolically, totemically, but safe-kept… 

 

The Ψηανελ company, however, is very careful in maintaining the legend of Chanel No.5. With various screenings, revealing "reports" about his bottles on the nightstand of Marilyn Monroe (its most famous customer), and snippets in the history of its creation. 

Ernest Beaux, the perfumer of Chanel, actually envisioned his original formula one night in the Arctic Circle, in the ports of the soon-to-be Soviet Union. The generation of millennials and generation Z no longer finds contact points with it. 

 

 A friend, a critic and acclaimed author had said about it, “Chanel N ° 5 remained more wearable than most old perfumes, but it shows its age again. This is not an argument against him. In fact it is just the opposite. There is a royal correctness in N ° 5 that you will not find in a perfume of Comme des Garçons, and an extreme or boldness in Comme that you do not find in N ° 5. As long as you understand what you are communicating with either one or the other.”  

Modern audiences are familiar with vanilla (see Billie Eilish above) in thousands of variations and the soapy sophisticated profile of No.5 looks heavy, formal - and oh mon dieu "old lady"! (age racism for perfumes is the last bastion) This year's 100th anniversary for Chanel No.5 was therefore celebrated with a series of "collectible" body products and items (such as a water bottle and stickers!) called FACTORY NO.5 at stratospheric prices for what they offered… The highlight was Chanel's Advent Calendar, offered at a steep price, with some flimsy products (there were stickers again...), key chains and other such trinkets. The influencers were rampant with calling out Chanel on Tik Tok. And rightly so. For half the  price you could have gotten the advent calendars by Dior or YSL with normal useful products.

 

So corporate hypocrisy got a big churn during 2021. Fragrant market please beware of such phenomena in 2022. 

Balade Sauvage for New Dior Sauvage Fragrance: Selling America to Americans

It is no secret that the newest Dior fragrance for men is called Sauvage and is fronted by Johnny Depp. Taking its cue from the famous (and revered) classic Eau Sauvage, but going of course to a whole different direction, I found the following commercial clip mighty interesting for the following reasons, brought to my attention thanks to my dear reader Cacio.

First of all, we've seen perfumers talk before in press clips, but never before, if memory serves me right, in such a scale. This is a mega production that uses a whole panoply of cues: the materials of the fragrance, the link between scent and memory, director shots of parts of the commercial we might never see in the cinema and online, and a...voice over.

Francois Demachy, the Dior perfumer behind this creation, is given the veneer of an American movie-goer's memory of a memory: of the voice overs of movies to follow, of trailers. In constant anticipation of what will follow, not what is in front of you. Trailers have this paradox into them, you see. Watching a trailer, especially nowadays, is like having seen the movie, or at the very least the very best parts of the movie. It aims to catch your attention, to make you exclaim "wow, that looks like an excellent movie" and make you seek it out and pay the ticket to watch it in full, but at the same time it also leaves you with the partial satiation of having actually experienced the movie (at least they do to me). Possibly this commercial clip is doing the same for the fragrance. In constant anticipation for the smell to come it sort of gives away the clues into what it smells like. It delivers before it actually hits the nostrils. Maybe I'm too critical, that could be. Maybe I prefer a little bit of mystery.

The other thing is that this clip, and the official commercial as well, tries to sell very American things to -I suppose predominantly- Americans. Which is funny, if you think about it, since Christian Dior is one of the Frenchiest brands and the official commercial is directed by that most French of French directors, Jean Baptiste Mondino, responsible for some of the most iconic images in advertising ever.

The semiotics reads like a lexicon of symbols: The desert, the wide open space, the open road, the deserted fairgrounds, the light that glimmers at the end of the road, both an effect of heat and distance and the cinematic familiarity of the camera lens showing you the experience instead of you actually experiencing it. Laundromats and wild horses, and most of all heavy Mustangs or similar cars traveling outside the urban landscape. Francois Demachy the perfumer stands atop the skyscraper of offices and dreams of the anticipation of open space, or the memory of it, it is not clear. Johnny Depp on the other hand buries his past in the dirt of the desert to divest himself of memory.

In the end, Sauvage stands as an invitation to fondly recall what we already know (the images and the ingredients of the perfumes, even those openly admitted to be synthesized, which is a nice touch) or to explore something that lies ahead and we don't? It all depends on the audience that views it, their experiences, their associations, their familiarity with what is being shown.

What do you think?

What fragrance would these Oscar winners wear?

You do realise this is a post from the storehouse, don't you! What I mean: Oscar weekend came and went by the time you'll be reading this and I have no idea what fragrances the Oscar winners and nominees for 2008 chose to wear and if they were their favourites, but it had seemed a great idea to me last week. The Yahoo movie page must be filled with all the details about the winners by now (hope my pics did them justice) and the world will be abuzz with the fashion choices of the celebrities. Perfume Shrine couldn't ignore this little bonfire of the vanities...

In a way it's become unglamorous. Like Julie Christie exclaimed:

"It's product placement now. 'Who are you wearing, from where have you borrowed your jewels?' I don't know where the 'glamour' is in admitting you've borrowed your jewelry, or you've been put together by a stylist. How about not wearing jewels? Would that be so terrible? And what's wrong with fakes? They glitter, that's the point, isn't it?"

Herself she proudly wears two antique rings of unidentified make.


I have to admit she does have a point! For someone who is so level-headed about it, despite her enormous body of work and being a 60s icon, I was always curious to find out what fragrance she wears. This is one of the most famous and popular Perfume Shrine projects. Alas, she has never divulged. And so we are left to our own devices to choose one for her!
It's rather interesting that a famous Dior commercial, J'adore ~with Charlize Theron dropping her clothes one by one entering that mansion~ is directly inspired by a famous Julie Christie scene in the film "Darling". But this is not the fragrance I would imagine Julie to revel in. For her very feminine personality I imagine her in something sensuous, deeply floral loaded with reminiscences, like Estee Lauder Private Collection Tuberose Gardenia. Or Boucheron Femme.

Marion Cotillard is such a cute gamine face that I bet one of those petulant but nice, perky fragrances with a little twist, would suit her to a T.
I propose to you (and her!) Passage d'enfer, an incense executed in watercolours, the savoury/sweet Pleasures Delight or the ultra-cosy Amber Splash by Marc Jacobs. Her own favourite however is Après l'Ondée, which is so wonderful melancholic...
However her role in La Vie en Rose would demand at least some identification with the character of Edith Piaf or -am I very unimaginative in suggesting this?- some rosiness. For her ethereal physique and sprity spirit I would love to propose Un Zest de Rose by Les Parfums de Rosine as a fitting scent.

When it comes to Cate Blanchett, one is spoilt for choice as she has expressed fondness for a whole array of perfumes from the enigmatically mossy Aromatics Elixir to crowd pleaser gourmand Burberry Brit, to the more individual Mure et Musc by L'artisan and Kisu by Tann Roka.

Ellen Page and Laura Linney on the other hand are entities unknown to the demystifying of their fragrance choices world. The former is very new in the game, while the latter is probably not much in the celebrity watch radar to register as an endorser of perfumes. But she did grace the Donna Karan Gold party launch and I would think that she grabbed a goody bag or two. Which might serve her rather well: What do you think?

Men nominees and winners are even more difficult to assign fragrances to. Basically because, despite their outstanding thespian qualities, three out of five are either too unglamorous for such concepts (Tommy Lee Jones) or too immersed into their own little indie universe (Daniel Day Lewis, Viggo Mortensen). However, there are some established favourites for two of them: Zino by Davidoff for Johnny Depp whereas George Clooney has admitted to a predilection for Io Carthusia and Green Irish Tweed.
Which is rather fun.

I don't know if these tidbits of info add or detract from these Oscar actors' and actresses' allure, but you're free to suggest what they should wear in your opinion! I am looking forward to reading your views and comments on Oscars' night.


Hold the press (just saw this!): please take a minute to check The Non-Blonde for witty and pithy commentary on the Oscars.

Pic of Daniel Day Lewis courtesy of Moviemarket. Pics of Julie Christie and Mario Cottilard originally uploaded on MUA. Pic of Johhny Depp sent to me by email unnacredited.