Top-20 Best-selling Fragrances for women in the USA (2011)

By popular demand, after the Top-20 Best-selling Fragrances for women in France for 2011, which many readers mailed me to say was an eye-opener, I decided to post what the popular choices (based on bulk of sales) during the year 2011 in the American market are. A sort of two-faces-of Janus project, if you wish.

I had prefaced my French post by saying that people with an interest in perfumes imagine the French to be wildly sophisticated when it comes to fragrances; perhaps it comes with the territory, having so many options, though to be honest the US market is by far more populated. And yet, it's more of a form of branding, a subject on which the French have excelled while Americans have languished. As one of my friends in marketing says "USA branded itself as star& stripes, hamburgers, NBA, Hollywood and big-tit tanned blondes from California". Not exactly premium, you'd argue. And yet, this is exactly why we love to dump down on American culture, even Americans themselves. The USA as an uber-democratic, nascent nation decidedly branded itself as catering to the mass, with their Walmarts and their Costcos and For All Humanity jeans, in constrast to the largely still medieval-farmer/bourgeois mentality of the French with their small boutiques. Both societies have their elites, socio-economic as well as intellectual, but whereas one of them is proud of it, the other is self-effacing, almost embarassed to see it mentioned. See where I'm getting?

Robert Redford & Jane Fonda in Barefoor in the Park (1967) via Mary Lou Cinnamon

The Americans also routinely receive flack from perfumefreaks because they're supposed to like "clean" perfumes, i.e. shampoo & laundry detergent smelling stuff we turn our noses on. (I assure you that that is better than smelling the bad breath of a typical Gitannes-smoking French, but that's fodder for another discussion). And yet, I can't erase from my mind Sarah Jessica Parker's comment, while explaining her layering technique of perfumes and how she envisioned her first perfume in her own name, Lovely. It was in Chandler Burr's The Perfect Scent, where Parker revealed that she loved the smell of body odor, strong sweet musk, and general all-around dirtiness and concluded that "Americans, we love our body odour"; she was already brainstorming for her "B.O scent for everywoman" (which turned out to be the quirky Covet).

To revert to perfumes in the real market perspective, as my reader Victoria commented: "I still think this [French] list is a bit fancier than the top 20 American scents would be. I'd imagine that list would be filled with Britney Spears, JLo, Pink Sugar, and other generic fragrances." But as Mals from Muse in Wooden Shoes says "Chances are, these are the things that your college roommate, your bank teller, your Aunt Becky, and the cashier at your grocery store are wearing, and they don’t smell so bad…"
So come with me, dear readers, to see which 20 perfumes really make America tilt (in no particular order). And if you want to contrast it with what happened an only two short years ago, check this 2009 fragrance best-sellers (US and France) list out.



Chanel Coco Mademoiselle (this tops the list, predictably as it was the US Chanel headquarters who insisted on its creation and is topping the list for some years now)
Burberry Body
Calvin Klein Euphoria
Chanel No.5
Chanel Chance 
Chanel Chance Eau Fraiche
Christian Dior J'Adore 
Clinique Aromatics Elixir
Clinique Happy
D&G Light Blue
Donna Karan Cashmere Mist
Estee Lauder Beautiful
Estee Lauder Knowing
Estee Lauder Sensuous Nude
Estee Lauder Pleasures 
Fendi Fan di Fendi
Justin Bieber Someday
Prada Candy
Taylor Swift Wonderstruck
Thierry Mugler Angel

thanks to Laure Philips for info

What we consider that should be popular in the USA presents its own interest, nevertheless. In that spirit, if you hadn't caught it when I first posted it back in 2009, please read Stars & Stripes: 10 Quintessentially American Fragrances.

But more importantly and I'm interested in opinions, rather than hard facts:  
What do YOU consider American-smelling? And why?

Related reading on Perfume Shrine: Top 20 Best-selling Fragrances for women in France for 2011, Top Selling Fragrances for Men 2011 (USA), Top 10 Best-selling Masculine Fragrances in France , Past ascribed gender: Best masculine fragrances for women, best feminine fragrances for men

Les Nez Turtle Vetiver Front: fragrance review & draw

An anarchic perfume? Why not?

an outlaw perfume
that doesn't recognize any rules or regulations
it hasn't been tested on animals
but one Turtle with his kind consent

Matthew Stoned for Dazed & Confused Oct.2011

Thus is Turtle Vetiver Front, the second installment in the limited edition series that began in 2009 with Turtle Vetiver Exercise No. 1, being introduced to us by Swiss niche line Les Nez, uncompromising in its catering for individuality and art-concepts. The new fragrance is part of the Turtle Salon (if you don't know about it, here's your chance to discover), hence the Turtle referenced, and was composed by ISIPCA teacher and perfumer Isabelle Doyen.

According to the blurb "For Turtle Vetiver Front, the smoky and flinty facets of vetiver are brought to the fore, with carbon paper and freshly printed newspaper effects; an unexpected coconut note softens this austere blend and makes this iteration more easily wearable than the first, while preserving its raw power".

Indeed the new Les Nez fragrance opens intensely, with the swamp-like qualities of vetiver grass oil, which recall vast expanses of muddy waters where crocodiles might lurk, rather than techno-age associations; Creature of the Swamp more than 9 to 5 with its carbon papers, even though there is a hint of inkiness possibly due to quite a bit of oakmoss in the formula and a 3D quality thanks to a drop of natural ambergris. Les Nez doesn't really have to be IFRA compliant, nor is it cost-effective bound. The effect is overall flinty, inky, swampy, even phenolic from a certain angle when sprayed. Almost immediately Turtle Vetiver Front takes on a very discernible fig leaf facet with cedar wood, sweetened with the milky note that is inherent in the fruit's sack: the whiteish, coconutty-laced note we have come to get introduced to from Premier Figuier and really now find in Santal Massoia (Hermès) and Santal Blush by Tom Ford  (as well as in a woody butch iteration in Santal 33 by Le Labo). Coconut has a reputation to scare the horses, as it's been played to death by aroma-care companies that churn it out in devilish cones lurking at the back of Ukranian-driven taxis and overdoses that can turn rotten-sweet in suntan lotions and Pina Colada cocktails, but if those are your associations you need not worry: This is a new development in the industry we will be seeing more of, using coconut lactone to soften woody compositions and with the usual refinement of both Les Nez and Doyen the coconut facet is both subtle and delightful, merely giving a caress. If you liked that element in Santal Massoia, you will most definitely like it here too.

Compared to Turtle Vetiver Exercise 1 (the first edition), the original was rawer, more robust, with a pronounced salty true aspect to the vetiver, iodine-like and sea-reminiscent, with that "briny/marine" tonality in Goutal's Vetiver, also composed by Doyen; unique, delightfully bracing, for hard-core vetiver fans! In Turtle Vetiver Front, the greener and milky elements are that of the shore which solaces the wounded under the shadow of the fig trees, providing a softer turn which would make it very wearable for men and women alike.The inky top notes reminiscent of Lalique's Encre Noire swirl back and forth between rawness and the softness of fig/coconut, producing a lasting vetiver fragrance that will get discussed (and which I personally liked a lot). NB. When stocks run out, the third iteration, Turtle Vetiver Back will challenge us more with an edgier interpretation!

Notes for Les Nez Turtle Vetiver Front: vetiver, coconut lactone (synthetic coconut note), moss and ambergris.

LesNez Turtle Vetiver Front is available in Eau de Parfum, 50ml/1.7oz for $120 on the official Les Nez site. Profits are given to Turtle and there are only 90 splash bottles available. There are also samples available for purchase.

I have a deluxe sample atomiser for one lucky reader.
Please say what you like or not like in vetiver & coconut fragrances in the comments to enter. Draw remains open till Sunday midnight.

Related reading on Perfume Shrine: Vetiver Series, Les Nez fragrances.

In the interests of disclosure, I was sent 2 samples in the mail. 

Electron Rants: Niche Perfumes Quantum Mechanics

Not a day goes by that I don't get an offer of some sampling opportunity in the mail and in all fairness most don't create any bleep on the pond, audible, visible or otherwise. I suppose you're guessing that anyway. Considering that so much effort goes into producing a perfume in this industry, with months ahead of brain storming into how to present it, how to market it, and of course how to compose it -and I should know because I worked in launching a couple of things myself- it's perhaps no surprise that people come up with things more surprising than they truly are. I sympathise. You don't come across genius every day. But from genius to lackluster down to b-o-r-i-n-g, now there's a huge leap. And I'm surprised that perfume releases with no business being in the running in the first place are getting released at all, just because the fragrance market in niche and prestige is cannonballing along something fierce. To use a physics analogy, it's a sort of "Dirac sea", an infinite sea of particles with negative energy.

Read the NPD Group's findings, an acclaimed market monitoring tool:

"For prestige fragrances, the segment experienced the strongest dollar and unit performance in 15 years, coming in at $2.8 billion, which marked growth of 11%, while units grew 7%. Juices grew 14% for both women and men, driving overall fragrance performance of 11% growth for women and 12% for men. Fragrance juices priced at a premium of $100 and above helped to propel growth for the category with unit gains of 45% versus a year ago, and fragrance launches were up 21% percent overall, driven by women’s launches, which grew by 33%. Celebrity brands, specifically women’s, were the winners in 2011 with gains of 57%".

In short, don't expect fragrance prices to lower any time soon; as long as people buy these things at those exorbitant prices, upstarts and more established players will continue to think that we're just buying an aspirational thing; even if it has to do with the aspiration of connoisseurship and snob appeal.

A brand that has released other fragrances in elaborate, niche, graphic designed packaging with claims of novel effects and dubfounding results, and which will remain unnamed for reasons of courtesy (the Poirot types amongst you will deduce with accuracy I'm sure), has released the most generic clean rose fragrance possible, only it doesn't even contain one trace of rose essence in it I'm sure. Not only the real thing in terms of absolute, attar, pomade or essential oil is missing entirely, a fairly trained nose can't detect more than just a screechingly synthetic freesia accord that stands for "floral" and that dreaded aqueous/green tea/empty air perfumer's base that passes as "clean" or "fresh" whenever you hear about fragrant releases for spring and summer wear. This "electrically-charged" rose is cropping up with an alarming frequency: I recall Givenchy issuing one for their Very Irresistible franchise, so who knows what else might include it in the not too distant future.

The fact that this brand has been sitting on a table display at some exhibition alongside Serge Lutens and By Kilian is probably an infuriating testament to the reality that you can claim anything and then get treated as such, even by professionals in the field! (Are those professionals so jaded they don't give a sniff anymore, just nod their heads and grant royal rights? Are they so anxious to please everyone they feature just about anything? Are they just paid to act how they act? Who knows.).

My senses aren't shocked by this random new release. My intellect is. Houston, we've got a problem.

painting Woman with Claws by Paul Outerbridge via tumblr

Dark Passage: A New Fragrance Inspired by Film Noir

Andy Tauer and Brian Pera have announced another film-inspired fragrance, as part of their kickstarter campaign for the next film in the "Woman's Picture" series, Only Child. I remind you that their collaboration has brought such delightful fruits before such as the great aldehydic floral Miriam from their Tableau de Parfums brand. The new fragrance, Dark Passage, is the first in a new series in the Tableau de Parfums/Woman's Picture project: Snapshots.

The Snapshots fragrances will be packaged in 7 ml enamel atomizers and available as limited editions. Designed to be smaller in scale, this format offers Tauer and Pera the opportunity to experiment with new ideas. Miriam (and Loretta, which will launch later this year) are viewed "as portraits which capture the breadth of a life lived in full. The snapshot fragrances are handheld, and preserve fleeting moments in time."

Dark Passage is inspired by the Film Noir aesthetic, and is composed of bold contrasts that echo the shadowy black-and-white cinematography of these films. Tauer chose a patchouli that is earthy but refined, and which is further moved in interesting directions by the juxtaposition of birch tar and cacao.
The list of notes for Dark Passage includes: patchouli, cocoa, birch tar, vetiver, tobacco, and beeswax, but of course there's more in there that's hush hush like in the best film noirs!
The film, featuring Grace Zabriskie and Amy La Vere has a teaser uploaded on this link.

Designed as a unisex scent—"both femme fatale and private eye"—the fragrance "[evokes] the open road and the small town diner, steaming cups of coffee on a formica countertop, bright sun coming in parallel lines through window blinds, crisscrossing a dim room with their highly-keyed stripes."

The fragrance is available as a limited edition scent and only for the next few weeks, as part of the Kickstarter campaign for Only Child, the next film in the "Woman's Picture" series and a continued exploration of perfume as a central theme. Please visit the evelynavenue.com site for further details of the film. The Dark Passage fragrance is offered in limited quantities in return for a pledge on the pair's Kickstarter page.

In addition to the fragrance, Andy Tauer is also offering one of his handmade soaps (you know how good those are, don't you?) in return for a Kickstarter pledge. The scent of the soap, according to Tauer is floral-fruity with hints of his popular ambergris background: "The notes that I worked with are rose, a clean and almost citrusy geranium, Orange blossom, Tuberose, a hint of ripe fruits (plum), and a clean line of powdery and velvet like fruity ambergris."

Expect a review soon!

info via Andy Tauer

Perfumery Material: Cypriol /Nagarmotha

I never cease to be amazed by the rich variety that both the natural world and the labs delving in organic chemistry produce for our olfactory delight. The nuances of some exotic materials feels eerily familiar, yet at the same time foreign, exciting, enigmatic, especially when encountered in a list of perfume notes in a given composition. Such is the case of Nargamotha/cypriol (Cyperus scariosus).

Nagarmotha/Cypriol (also "nut grass" in English) is a plant of the Cyperaceae family, alternatively called Nagar Mustaka, which grows wild in the Madhya Pradesh region of India. It belongs in the papyrus family (Cyperus papyrus is the one used during the apex of Ancient Egypt) and grows in damp places in Bengal, Sundarbans, and Utter Pradesh, but also in Australia.

Highly-prized for its rhizomes, much like iris, cyperus scariosus is often used in compounding perfumes (especially since it acts as a fixative and is quite economical), in the manufacturing of soaps and incense sticks, as an insect repellent and for medicinal purposes. Associated with milkweed, Indian nard, jatamansi and fekhand, it appears in the spells of Vashikarana: It's said that a man applying it to his forehead is assured of a long series of successful love affairs!

Steam distillation of the tubers of cypriol yields 0.075-0.080% of an essential oil, the principal content of which is cyperine. The smell of nagarmotha is woody, earthy and quite lingering; it mostly conjures a hybrid between cedar, vetiver and patchouli, with fleeting touches of cinnamon and frankincense giving a churchy feel.

Tom Ford for Men was claimed to be the first to use cypriol: "that slightly dirty, sensual, sexy smell...It's not the same as natural musk used to be, but it has a bit of something that some people would think slightly dirty...I think it's warm and sensual." And yet Xeryus, a floral woody semi-oriental masculine by Givenchy, developped by Firmenich, launched in 1986! And if I am not too mistaken cypriol is contained in Eau d'Issey pour Homme too in as early as 1994.

Cypriol is featured in rather limited perfumes, but with the propensity to expand into more: There is a product by Innospec also called "cypriol" that gives the natural raw material a run for its money. According to Innospec itself (2008), Cypriol base hals a spicy floral fragrance and it was presented in a linden blossom room spray and peach base during the British Society of Perfumery symposium at Towcester, where it confered the rich, natural aroma of real flowers. "As well as offering good odour of its own, Cypriol [product] has a substantial floralising effect on any fragrance".Additionally, a new terpenoid extracted from the leaves of cyperus sclariosus promises new uses as well.

List of fragrances featuring cypriol/cypriol mimicking synthetics:

Amouage Library Collection Opus VI
Annick Goutal  Musc Nomade
By Kilian Beyond Love
Lancôme Magnifique
L'Artisan Parfumeur Dzongha
L'Artisan Parfumeur Timbuktu 
Parfums de Rosine Rose Kashmirie
Tom Ford Tom Ford For Men

pic via http://indianflowersandherbs.blogspot.com