How the Perfume Market Game is Changing

 The drift into the corporate mainstream by some of the older niche brands always creates the risk of a possible (or rather probable?) diminishing of innovation and creativity as a result: Tom Ford, L'Artisan Parfumeur, Penhaligon's, Le Labo, Diptyque, you name it... We're therefore experiencing niche 2.0 with newer artisan and indie brands. Creed is the latest brand to be sold to a large luxury group, to Kering to be specific. 

Creed was a family business with a disputed past into fragrance making (the history of the Creed fragrance brand as examined for inconsistencies is laid bare in this piece I wrote). In short, Creed is a Paris-based perfume house renowned for its self-styled history and the unquenchable thirst for name-dropping. It has been possible to find and acquire in garage sales and collectors' catalogues perfumes created by Guerlain, Chanel, Caron, etc. worldwide. Yet it proved virtually impossible to find specimens of a Creed fragrance prior to the '70s.  

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In 2020 after decades of tight family management, the perfume house of Creed was sold to BlackRock Long Term Private Capital and Javier Ferrán, the Spanish businessman and chairman of Diageo. At the time, Olivier Creed said that Ferrán and BlackRock LTPC were “ideal partners for Creed, given their collaborative approach to working with their companies and their long-term orientation. I also look forward to continuing to work with all our staff, suppliers and distributors, and I know that they will continue to share in our success.” BlackRock is incidentally one of the biggest property management firms on the planet. It was around that time that Aventus for Men had become their ultimate best-seller, the best-seller to end all best-sellers, a Jean-Christian Herault composition with prominent fresh pineapple over notes of green apple, patchouli, birch and ambergris.  

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 Creed has now been bought up by a large luxury group that controls famous houses. Kering is a French multinational company specializing in luxury goods. It owns the brands Balenciaga, Bottega Veneta, Gucci, Alexander McQueen, and Yves Saint Laurent. It remains to be seen what will happen to Creed and to Aventus in particular, which latter subject has been under scrutiny for watering down by its many fans for a couple of years now... 

 

I guess we will see about that. The point is the perfume market game is changing and we'll see more developments soon. 

Thierry Mugler Angel Muse Eau de Toilette: fragrance review

In 2016, the house of Thierry Mugler opened a new chapter in the story of the famous gourmand galaxy of Angel fragrances - the "futuristic-gourmand" Angel Muse. The Muse Eau de Toilette version of this scent came out at the end of 2017. 

 

The sweetness of hazelnut cream at its heart, a repeat from the original Eau de Parfum version, is not overly foody, and it keeps the dignity that a sophisticated gourmand like the original Angel brings along (or I should say, used to bring along, before all the reformulations), with the Akigalawood™ base (a clear patchouli note) made dirtier with vetiver "borrowed from masculine perfumery." It is signed by perfumer Quentin Bisch of Givaudan.

 The great thing with Angel Muse Eau de Toilette is that it seems to have brought back that inexplicable playfulness that the original Angel version from the 1990s possessed and seemed to have lost during a sequence of reformulations in the intervening years. Becoming ever hollower, like cheekbones sucked in too hard and a fake pout posing for an Instagram selfie, the iconoclastic bestseller has slowly become a ghost of itself. An entire generation will never know what we have been talking about regarding its artistic value.

I remember the original formula quite well because what attracts me now in Angel Muse Eau de Toilette is what appalled me when I first smelled the original Angel in the 1990s (and I have written about my mysterious and troubled relationship with Angel before): the blackcurrant juiciness, which was so intense, so sour -and sweet too-  atop the maltol. To be honest, it instantly reminded me of The Body Shop Dewberry. Is this even possible? I wondered at the time, perplexed by the incongruity of a French designer borrowing this rather "cheap" effect for an innovative fragrance that would be his first on the market. I don't wonder anymore; I take things at face value.

In the words of Mugler officials, "Angel Eau de Parfum is the star, while Angel MUSE orbits around the star." (Christophe de Lataillade, Creative Director for MUGLER fragrances).

 The base of patchouli and vetiver, although advertised to sound masculine, as polar opposites to the femininity of the sweet heart notes, is not entirely rugged. It brings a counterpoint, like in a fugue, a motif that returns to underscore and chase the sweet gourmand and the sour-sweet top notes of citruses, and therefore renders it a love/hate for modern audiences who missed the great clashing compositions of the golden age of perfumery. Back then, vetiver violently clashed with vanilla in Habanita, or waxy-citrusy aldehydes were smeared with civet (but not quite!) in Chanel No.5 Eau de Cologne. Ah, what do we know, these scents have been lost on the younger generation. But there's still hope as long as small gems of unexpected pairings such as Angel Muse continue to get launched. If only they weren't chopped off the block so soon...

 

Hermes Eau de Basilic Pourpre: fragrance review

 Hermès launched another vegetal, light, and airy fragrance in its Cologne collection in July 2022. Eau de Basilic Pourpre represents a sunny and summery Mediterranean scent, inspired by basil at a farmer's market, a very common occurrence in open air spaces in the south of Europe and temperate climate Middle Eastern countries. 

 

The composition was created by in-house perfumer Christine Nagel, who describes it as an instant burst of pleasure and freshness. Rather than imitating the scent of basil itself, the perfumer relied on her memory of a smell she once experienced and the impression she remembers.

 The fragrance of Eau de Basilic Pourpre focuses on basil's invigorating and herbal scent, combined with light touches of bergamot from Calabria, geranium (in its geraniol rosy-green-minty facets), a hint of patchouli, and warm peppery-clovey spices. Purple basil is the main ingredient, as it takes center stage in the composition.

The spicy component in Eau de Basilic Pourpre is recognizable as soon as the bottle is sprayed. It's an invigorating scent that many people smelling it identify as mint, actually, but that is probably because they cannot pinpoint accurately, over-acclimatized as they are to functional scents from toothpaste and chewing gum. Which is strange in a way, because people around the Mediterranean are well accustomed with the scent of potted basil - but there you have the poetic interpretation we were talking about stirring Nagel's imagination and creativity. The variant used or the combination of spicy notes is not immediately a thought of a basil salad and that's what makes the scent very wearable. In fact it also bonds with the rest of the heritage in that it replicates elements of the dry-down of the original 1979 Eau d'Orange Verte, (also known as Eau de Cologne Hermes); that impression of a hesperidic peel being clawed on with a cruel fingernail. Nagel plays homage, clearly. 

 

After the initial spicy jolt the scent development of Eau de Basilic Pourpre calms into a chord that recalls the classic Cologne structure with clean musk and the distinction of a floral note; in this case that's geranium, making it perfectly unisex and to most women leaning unto masculine because of the distinct lack of sweetness overall.

Prada Paradoxe: fragrance review

 It was a full seven years since Prada introduced an entirely new perfume for either gender, exploiting its established lines all this time. To my disappointment, the new women's pillar fragrance, Prada Paradoxe, fell short. It's a women's fragrance, yes, like periods are womanly, and it's clean like we're supposed to smell, sanitized.

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But that's a pity, as it could be so much more. Especially from a pink colored bottle and box, one expects a touch of irreverence, as they did with the wonderful gourmand of Prada Candy - perfect from start to finish, the witty campaign most of all.

In her directorial debut, Emma Watson was said to embrace all her multiple dimensions – the artist, the activist, the actor, the woman – "in a dynamic, liberating film that captures the empowered spirit of Prada Paradoxe."

 

The usual suspect, Daniella Roche-Andrier, isn't behind this Prada creation. Three other perfumers are credited with creating Paradoxe. Usually, this fills me with trepidation. Surely one vision split in three, fixed here and there, means that rather than a collaboration of creativity, it is a project that needed multiple sessions in the drawing room to discuss faults and effects? I might be judging too harshly. The perfumers are certainly renowned and respected. I feel this is more of an odd corporate decision on the part of L'Oreal, who own the license for Prada fragrances, after taking over from Puig.

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The initial olfactory impression of Paradoxe by Prada is equal parts fruity and floral, nectarous with orange blossom, with a resemblance to both My Way and Libre by YSL, oddly enough.

It then breaks apart and becomes sweeter and somewhat muskier, without abanding the shampoo cleanliness of its core message. Its creamy musk with touches of soft suede is held on the skin for a long time, but the fruit dissipates. Yet with so many floral woody muskies on the market at the moment, what is the purpose of another one in Prada Paradoxe that becomes less than the sum of its parts?

Paco Rabanne La Nuit: fragrance review

 Naked Lady Godiva, Countess of Mercia, rides on her proud gray horse, with leather bridles and wet saddle, keeping her word as a personal wager against her husband, on the occasion of relief from her husband's excessive taxation to the residents of the county. A peeping Tom peeps despite the curfew of the residents. 

This is the image that gradually appears and disappears in my mind - and maybe Rabanne's own, as he was immersed in spirituality for the latter part of his life- as I smell this wonderful creation by Jean Guichard for Paco Rabanne, La Nuit de Paco Rabanne. 

 John Collier's famous painting of Lady Godiva

 

The glamorous image of the TV spots with the woman in an evening lamé dress and flowing long hair, coiffed in 80s style with lots of volume tell only half the tale... 

 

This bold leathery chypre is proud and daring. The green whiplash of artemisia is precious as it segues into honeyed notes, rich and lush. It's easy to get back because it's so horsey at this stage. The alliance of oakmoss with civet and leather in Rabanne's La Nuit raises it into the pantheon of cult classics, though and it remains an unparalleled gem in the collection by the great designer. It's a shame that this gem was discontinued so soon, yet it will always remind me of the great designer of the Space Age, of the 1960s and 1970s. It is at once so much in style with his boldness and at clash points with his overt futurism. 

La Nuit Paco Rabanne... Partout où est la nuit (Everywhere where it is nighttime).