With Marian Bendeth, a conjurer of fragrances, who with sleight of hand and knowledgable intelligence guides us through the opaque landscapes of perfumery into the light of a moment of Eureka. She reveals her associations with different fragrances for Perfume Shrine, like a puzzle of synaesthetic pieces which fall perfectly into place.
"For me, each and every scent that my nose encounters may be envisioned either as a piece of art, music, gemstone, style of dance, graphic, setting, country, fabric, shape, colour, person, character or environment. It is not easy to put in words, because it is instinctive to me but I will try to give a few examples: (I may not wear some of these particular scents but this is where they take me…)
Climat by Lancome is a Matisse water colour of a sedate Wedgewood-blue sea and sky.
Lonestar Memories by Andy Tauer is a Sioux Tribe camped out at the foot of the Grand Canyon, using hickory smoke to BBQ that day’s hunt.
Rossy de Palma by Etat Libre d’Orange is a Diva’s darkened dressing room filled to the brim with hundreds of long-stemmed red roses and amber candles to light and lift the aroma, like a garland into the air.
Sycomore by Chanel is a perforated flat wooden cedar block with holes where Walnuts and long grasses protrude through. Growing on the base of the block are warm mosses and wet earth.
Chloe is a round yellow powder puff with feathers.
Un Jardin apres la Mousson by Hermes, is an Indian immigrant fondly remembering their home by a silty brown river on a hot day, now living in a cold climate.
Lime Basil and Mandarin is a stick that splinters at the top.
First by Van Cleef and Arpels - a Mozart symphony performed in St. Petersberg.
Bois de Paradis, Del Rae is Gauguin in Tahiti at dusk.
Ralph Rocks is 60’s tangerine, red and purple psychedelic drugs.
24 Faubourg, Hermes is Beige kid leather gloves with a small brass belt clasp.
Vent Vert, Balmain is a Willow tree built on top of wet reeds. Lemons are scattered about. A rose garden is in bloom beyond as a hot wind blows through.
Mark Birley is brown, stony and equine, circa 1910.
Cruel Intentions, By Kilian are the black shadows in a Romanian forest.
Flowerbomb, Victor and Rolf is Mexican Fiestaware.
Eternity for Her is an aluminium monolith.
Chanel No. 22 is Swan Lake.
Femme by Rochas is a fur stole.
Chrome is the boardwalk in Almalfi against the Meditteranean.
Le Baiser du Dragon is an ancient Persian red and black carpet with black laquer accents".
Marian Bendeth Global Fragrance Expert Sixth Scents
And you, what are your associations with your own memorable fragrances?
Artwork by Henri Matisse Polynesia,The Sea (1946) Gouache on paper cut-out, courtesy of abcgallery. Pic of Grand Canyon courtesy of nps.gov Pucci square scarf courtesy of style.com
Clip of Pas d'action between Odette & Siegfried from Swan Lake -my most favourite part in the ballet- played by Gillian Murphy & Angel Corella with the American Ballet Theatre, originally uploaded by MyDiorella on Youtube.
Valentine's Day might seem rather corny to you (and to me): after all, isn't the point in celebrating love every day? But the pleasure-factor of watching a romantic film hand in hand with your loved one, silently hunched onto each other in a dark theater or at the abode of one's home and enjoying an accompanying fragrance shouldn't be shunned due to such esthete concepts as mentioned above. It gives us a wonderful excuse to indulge into a little cinematic game, of which Perfume Shrine never tires. Hopefully, neither have you, dear readers.
So, without further ado, here is what I came up with for today: Let's pick some trully romantic movies, watch the clips I selected and match the mood they exude with a perfume to wear. Shall we?
One might as well begin with the sacred cow that is Casablanca: not because of its screenplay and acting so much (although they too are wonderful), but due to its superb direction and editing, it should be taught in every film school. And it is. The final shots of Ilsa boarding the plane should be taught in every fashion school as well, but I digress. The story is eternal, the repercussions of such decisions echo in eternity and any other ending would be colosally less brilliant.
(uploaded by kayjae)
There is really nothing that can be worn lightly in view of such a torrid affair as the drumroll of war is marching on. Perhaps the introspection and melancholy of Après L'ondée by Guerlain suits the mood more than other scents. Another choice would be the suave 31 Rue Cambon from Chanel Les Exclusifs with its inherent veil of elegance over human warmth and tenderness or the white, heartbreaking beauty of Un Lys by Serge Lutens. All trully Parisian scents, the Paris they will forever cherish in their hearts.
One of the lighter, funnier romantic comedies I have been enjoying every chance I get has been Down with Love with Renee Zellwegger and Ewan McGregor from 2003: a superb homage to the Doris Day-Rock Hudson movies. In a very accurate (down to the last detail!) retro early-60s-style it tells the story of Barbara Novak. A feminist advice author, she shuns love only to get caught under the spell of Catcher Block, a playboy who, disappointed when no longer able to pursue his affairs due to her book's success, goes undercover in an attempt to "break" her and prove the falacy of her axiom. I will leave the end for you to discover if you haven't yet. Pure unadulterated, unapologetic fun and with the usual amazing singing by Ewan, who could be an excellent singer any day.
(uploaded by catalinadarling)
Since this is about the eternal battle of the sexes and so firmly set in the 60s I suggest you watch it with a good swooooosh of nearly unisex Eau Sauvage by Christian Dior. This light, citrusy spell with a fresh whiff of jasmine aroma will have you longing for spring days of love. Or you could go for Parfumerie Generale Eau de Circe, a potion for a light-hearted hip seductress and Pillow of Flowers by Parfums Armando Martinez which is as luminous as a string of pearls over a colourful, tailored shift dress.
The way we were (1973) by Sydney Pollack is arguably one of the better known tearjerkers in cinematic history as we all feel a pang of silent pain as we watch the determined heroine unexpectedly meet the object of her younger days adoration in the arms of another woman years later, simply stating: "Your girl is lovely, Hubbell". Their separation due to different goals in life holds a moral tale: Jewish Katie with her leftish views doesn't quite fit on the arm of WASP Hubbell who is a promising writer who ultimately compromises his talent. But as her personality shines through in the duration of the film, his own shortcomings, despite the smashing looks, become poignently apparent. However I chose not to show you a clip of the film in question, but off the beaten track rather go for a glorious reference of it in pop culture: from the finale of season 2 of Sex and the City , in which Carrie identifies with the heroine. Be sure to watch this in its entirety, it is trully funny and sensitive.
(uploaded by denysa25)
If you want to pop in the DVD and watch it (again or for the first time), might I suggest you bring out the quite good scent by Sarah Jessica Parker herself, Lovely: musky but refined, it doesn't quite fit the last lines, but it is very pretty. As much as Sarah Jessica's gown with all those blonde curls are in the final scene. If you are after the wild mood suggested by the final line however, you should choose Vero Profumo Onda: a beast of a scent that is trully untamed!
Romantic tales couldn't be left without one of the most lyrical films in the history of cinema: Elvira Madigan (1967), a Swedish film of the doomed affair of a circus acrobat and a married lieutenant with kids. Set to the ethereal 1st movement of Mozart's piano concerto No.21 it utilizes the beauty of swedish midsummer nature as the backdrop of its beautiful heroes.
Dzing! would be the obvious choice if you want to evoke the atmosphere of the circus, yet somehow the scenery is too beautiful for such a quirky (albeit fabulous) scent. The hay stacks, the summer skies, the youthfulness of both protagonists' features call for Extrait de Songe/L'ete en douce (the name it has recirculated under) by L'artisan Parfumeur. Perhaps the tragic tale behind Fleur de Narcisse, the limited edition of L'artisan from 2006 is even better suited to the fateful end of the two lovers.
Sometimes, romance comes with the feeling of a well-worn slipper. What I mean: Sometimes, love is under our own nose and is someone we're taking for granted. Just like Harry and Sally and their meeting. Or rather series of meetings which culminate into genuine friendship. And then romance. And then... But surely, you have watched this modern classic about relationships!
(uploaded by agizemk)
And there is even a perfume reference in the very end: "I love that after I spend the day with you, I can still smell your perfume on my clothes". What other declaration of true love could you ask for? A fragrance that can be worn casually, with conviction and flair, secure in the knowledge it suits you like your favourite sweater, then. Like Marc Jacobs Amber Splash. Or Tauer's Reverie au Jardin, the softly envelopping of fresh lavender by velvety musk, which can be shared between you two.
Last but certainly not least, my own favourite: the fourth story in the Greek classic film The counterfeit sovereign (Kalpiki lira) from 1955 by Yiorgos Javellas/ In four chapters a counterfeit sovereign is made by an honest engraver guiled by a dishonest seductress to fall into the hands of a beggar and a prostitute and then to a wealthy miser. In the final chapter, with a gut wrenching performance by Elli Lambeti and Dimitris Horn, a young struggling artist falls in love with a rich girl when they meet at said miser's New Year Eve's dinner when they win a gold sovereign while cutting the traditional lucky pie of the day: upon it they pledge their love, never to sell it and decide to marry. He paints her portrait when he is inspired by her casual "I love you" one day. But hardships come their way and they split, for her to remarry in line with her social class this time. We can feel the bitterness as the former husband says in the gallery: "Unlike the model that posed for it, this is not for sale! This is all mine." Years later they meet again: -"The sovereign on which we pledged our love was..... -Counterfeit. -Counterfeit...But our love was true, Paul."
(uploaded by elliniki kardia)It never fails to move me...The yearning and poignancy remind me of the delicate silk faille of Pontevecchio W by Nobile 1942...and of course the eternal Mitsouko.
What fragrance would you choose to match the mood of these or your own favourite romantic films? I'd love to hear.
Love is in the air and the perennial question on what constitutes a romantically attractive fragrance and just how scents are perceived by the opposite sex. The February 08 issue of Allure comes to the rescue, centering on fragrance and romance, as is usual in publications when St.Valentine's is around the corner. An article by Judy Bachrach, titled "Romance in a bottle", draws interesting opinions on the subject from famous people; two of which happen to be perfumers themselves: Sophia Grojsman and Chris Sheldrake. Their replies were so...what is the word I am searching for...that they merited their own commentary. Today we focus on the former.
I have never put great faith in the method via which Sophia Grojsman approaches femininity in perfume. I admit it in all honesty. Her creations from the bombastically pervading Tresor and the equally potent Eternity, to the luminous Paris, on to the oriental jam of Jaipur are so intense and extroverted sides of femininity that they register as caricatures in my mind: accentuating the characteristic traits that differentiate male from female in our perceived consious: The lush rose, the velvety peach, the intense floral sweetness...
Therefore when she suggests using baby-powder-smelling fragrances before jumping into bed (assuming it is with someone other than just your humble self!)as a nod to our subconsious limbic memory of getting our bottoms puffed with the stuff as babies and presumably associating the feeling of being loved and cared for with the aroma of baby powder, I am going a little "huh?" First of all, because although this exact association is indeed tender but potentially anti-climatic in an amorous occassion (unless...let's not go there!). And secondly, because it has me wondering about how powder, and specifically baby powder registers in the mind of people in general and whether Grojsman is aware of this.
One of the most common complaints in the perfume arena of online discussion and reviewing boards, such as the hugely popular one in MakeupAlley, is that something smells of baby powder ~or baby wipes and similar products in general; clean ones it is assumed, mind you. The perceived image is uniformely unsexy. Still, there is a sinister trail of thought that goes into work here.
There is concern among some women who do have babies that it connotates tasks that remind them of burdening responsibilities and a period in their life when they felt unattractive. Therefore they would not associate those moments with a sexy afterthought. Understandable.
There is also the more sinister syllogism that babies and infants are off limits sexually (not that I disagree, of course), therefore finding an aroma associated with babies sexy is reminiscent of perverted pedophiles. Now being seen as a perverted pedophile -even in the context of merely favourite smells- is a stigma. You want to avoid that by all means. This train of thought however takes one thing as a foregone conclusion: that perfume is first and foremost supposed to be sexually attractive and thus seen only in a sexually mature context (which is why lots of people object to kids donning fragrance). Ergo, if perfume is to be taken seriously, it must not smell of babies, or it is "sick".
To that opinion one might radically disagree, especially if one has a keen interest in olfaction in general. And this is also one of the great divides between American and European sensibilities, as European advertisements do not hesitate to present talcum-scented products in appealing ways that suggest some tinge of sensuous allure. Whether that has to do with widespread pedophile circuits and infantilism, well...let's not go there. A can of worms that can't be opened with impunity. Suffice to say that for Americans the baby powder connotation is smelling of Johnson & Johnson's citrusy, lightly floral vanilla, while for Europeans it is the orage blossom-and-light-musk of Mustela and Nenuco, as evidenced by the experience of Jean Claude Ellena.
However in typical paranoia and irony some baby powdery scents have proven to be huge bestsellers, eclipsing other scents that launched tagged as sexy. Examples of talcum-laced scents are Flower by Kenzo or Cashmere Mist by Donna Karan. Others have proclaimed their baby pedigree unashamedly, like Petits et Mamans by Bvlgari. And still some have become cult classics with their vat-of-talc odour, like Teint de Neige and Keiko Mecheri's Loukhoum. The choice is yours...
What is your opinion on this subject? I would be interested in reading your comments on this.
We have been saying it among ourselves -and hearing it discussed in perfume circles- constantly recently: there are just too many launches. Enough!
So it came as a mild surprise upon reading Le Parfum by Jean Claude Ellena in French (on which more commentary later on) that it might have always been so, actually... In the span of Les Années Folles (the 20s) and a little later, the surgence of couturiers/fashion designers gave rise to the marketability of perfume as a means to consolidate the image of the designer, the unique positioning of each house. And thus it might have inadvertedly inaugurated the modern commerce of fragrance as a commodity to indulge as a final step in creating a "look".
Paul Poiret was on the vanguard: a true "dandy" of the Belle Époque who realised that it was vital to imbue everything produced under the umbrella of his name with his unique spirit and image. His line Les Parfums de Rosine is celebrated for the quality, although he commited the romantic error of not signing with his own commercially established name but with his daughter's; which might have cost it in the marketability stakes. Poiret was the first designer to hire a professional perfumer-chemist, Maurice Shaller. Between him and Henri Alméras, la maison Poiret produced 50 original perfumes between 1910 and 1925. It bears repeating: 50 different perfumes in 15 years. The number is impressive, to say the least! Surely not that different than what most major houses do these days: one launch for autumn-winter and another in the summer (often a flanker of the previous one) and perhaps a male counterpart to satisfy that portion of the market as well.
The Callot sisters, couturiers themselves, also imitated the move and decided to create a fragrance line of numerous offerings that would be circulated exclusively for their esteemed clients. The evocative names range from Mariage d'Amour (=marriage out of love) to La fille de roi (=the king's daughter) to Bel Oiseau Bleu (=beautiful blue bird) and we are led to believe they were catering to the ever expanding desires of the bourgeoisie who were frequenting their boutique.
During 1925-1950 French couturier Lucien Lelong was ever prolific, producing 40 fragrances in a short span of years, before retiring in 1952. The first ones bore the cryptic symbols-more-than-names A,B,C,J, and N. The number of launches though is impressive: almost 1 new fragrance every 7-8 months! Think about it. The Guerlain catalogue is also rich in numerous launches, often in the same year. Case in point the multiple fragrances created within 1828, 1834, 1873, 1890, 1895 and 1922, to name but a few ~although they do have the difference that they were commissioned by patrons. But still, this shows that fragrance houses were prolific even back then.
In light of the above it is perhaps not entirely correct to accuse houses of producing too many products. What is more accurate is to realise that there are simply astoundingly more perfume companies, designers, niche perfumers, celebrities and various entities today, all tangled up in the dubious world of perfumery. Perhaps they have cottoned up to the fact that perfume is "the most indispensible superficiality", to quote Colette, and therefore have been producing fragrance as a quick means to make a point, consolidate a brand or simply to make a quick buck. But they have had illustrious paradigms to the practice: who can blame them, really?
Perfume Shrine loves to read. Loves to read all sorts of books. Especially those that have an inward afinity with what is not mentioned in everyday life. And when on a cold, cold night, there is a classic which is being re-read that mentions scent in poetic terms, there goes a little inward smile. Especially so when the language upon which it is written is not the author's own.
Here it is from Joseph Conrad's Lord Jim:
"The hospital stood on a hill, and a gentle breeze entering through the windows, always flung wider open, brought into the bare room the softness of the sky, the languor of the earth, the betwitching breath of Eastern waters. There were perfumes in it, suggestions of infinite repose, the gift of endless dreams".
Following posts will hold tantalising surprises for our readers and the continuation of the Leather Series. None of the run-of-the-mill holiday posts for us.
"Bob Rafelson's Black Widow with its good, flashy star-performances by Debra Winger and Theresa Russell, comes on with the seductiveness of an expensive perfume that inevitably evaporates before the night is over". When the New York Times critic gives you the opening line on a perfume review, you know it's one that has baggage attached. Black Widow ,the fragrance, has a name that might induce mirth, sarcasm or slight apprehension and would fit Halloween's fragrance choice to a T. A while ago I was contacted by a small brand, Small Wolrd LLC who generously provided a bottle of the fragrance for me to test. (Which was a first!) I assume they went the same route with other bloggers as well, regardless of whether it was inferred or not. I don't flatter myself that I was the only one; decency dictates mentioning it.
Black Widow came with zero expectations, exactly because I was oblivious to its existence. A look at their siterevealed a playful page full of catchy slogans, such as "What You Do With Your Prey is Your Business" or "At Least He Went With a Smile On His Face", which really made my evening. To me nevertheless it is Bob Rafelson's 80s neo-noir that came to mind in a Nescafe-dissolving-in-a-styrofoam-cup kind of way: that is, instantly!
"The villain [...] is Catherine (Theresa Russell), beautiful, charming and intelligent woman that seduces and marries a whole bunch of wealthy men only to have them mysteriously die few months later. After collecting inheritance money, she disappears, takes new identity and begins her deadly scheme all over again. Her modus operandi, however, brings the attention of Alexandra Barnes (Debra Winger), workaholic Justice Department investigator. After obsessively tracking down Catherine all over the country, Alexandra finally reaches her at Hawaii. Catherine there wants to pull the same stunt on Paul (Sami Frey), local tycoon. Knowing that she would have to catch Catherine red handed, Alexandra meets her and tries to strike a friendship, not knowing that Catherine has some suspicions too."
Forget the big shoulder-pads on bright-coloured garments and the at-times-bouffant hair, this was a seriously entertaining neo-noirwith a slightly hinted-at lesbian flair which differentiated it from most of the run of the mill productions. It even featured cult cameos by Dennis Hopper, Diane Ladd and Nicol Wiliamson! And if it missed by a shot, sumbitting to the mania for ethical endings, what the heck, it was a fun evening watch. In one memorable scene, Alex offers a wedding gift to Catherine: a black widow jeweled brooch. And we see Theresa Russell's face smirk both seductively and diabolically as she slowly says: "Black Widow; she mates and she kills. The question is: does she love? It's impossible to answer that unless you live in her world. {she pauses}. Such an intriguing gift..." And then, bang! all the homoeroticism that was latent manifests itself as she grabs Alex by the back of her neck and kisses her violently on the mouth.
Black Widow is a fragrance that could have been chosen by Catherine to prey on her wealthy victims as well as charm women who are on her pursuit. Saturated with spice, it opens up on an intense peppery accent that catches your attention like a razor blade touching your throat. It stays there poised for a while, mixed with a little hesperidic touch, until a cascade of rich, smoky clove weaves itself into the trap laid for the unsuspecting victim: you! Clove is such an underappreciated note, mostly because of associations with medical appointments involving root canals. But moi, who has never had the need for one, can appreciate it for its qualities beyond: those embryo seeds of Eugenia caryophyllata , full of natural eugenol and caryophylenne, that grows abundantly in Zanzibar are unctuous and lustful for moisture, with a tinge of the sweet in them. In food products, such as biscuits, the aroma is replicated by 1-Acetoxy-2-methoxy-4-propenyl benzene. Here, in Black Widow, you can appreciate the natural clove essence, as the fragrance is purpotedly made up by naturals, which comes nifty if one considers the aromatheurapeutical benefits of such aphrodisiac essences. It is this phenolic scent that dominates the heart of the perfume, alternating the sweet with the dry accents throughout as it marries with rich amber, sucking on it vampirically. Other spices such as cinnamon and nutmeg also surface, albeit less prominently, on hair that shines like spiderwebs; and they weave a sexy spell from which the soft, slightly powdery silk of the trully lasting drydown cannot escape unscathed.
The official information provided on the site runs thus:
Black Widow is made from all natural essential oils. Black Widow is a sweet and spicy oriental with a rich amber scent, top notes of citrus, and middle notes of musk and spice, including cinnamon, clove, and nutmeg. We realize it is hard to describe a perfume with words so we hope it helpsto say that Black Widow resembles a fresher updated version of Opium.
I believe that the comparison with Opium is perhaps unjust, as it places Black Widow on the shadow, not appreciated for what it is; especially given the fact that it lacks the orange-mandarin aspect of the former and its intense floral-woody accord, concentrating instead on the natural spices and the ambery base. However, if you like spicy orientals such as Black Widow is not a bad scent to start your seduction ploys with. And "Oh! what a tangled web you will weave". Until a Federal Investigator catches you, that is...
Black Widow comes as a lasting Cologne Spray in simple, round black bottles of 60ml/2oz in a black box nand can be ordered directly from the Black Widow site here and also from Henri Bendel NYC, Heebee Jeebees in Colorado Springs and the Pleasure Chest in West Hollywood (so you know it has something going on for it! *wink*)
Please note that shipping costs to Europe or overseas might be a little different than those stated for the US.
Since we have such an abundance of the fragrance at our disposal, I am offering samples to readers who comment and a lucky draw for a decant of it to one lucky winner!
Regular Perfume Shriners will be a little shocked by this undoubtedly vulgar display of bold title and accompanying advertising image, but not really surprised as they have come to expect some scathing commentary on fragrance advertising on numerous occassions in the past, recent and not so recent (Click here for part1, part2, part3, part4, part5). So the news is mr.Ford is issuing a masculine sidekick to his Black Orchid for women scent this season called Tom Ford for Men and the advertising comprises the image above.
I know, I know...It is no secret that mr.Ford has been playing the "sex sells" card again. This is the only adage he has been exploiting for quite some time now. In fact as long as I can remember his pretty mug entering my consciousness. Mr.Ford had been exploiting a subtler aproach while at Yves Saint Laurent, although one would be hard pressed not to admit that it somehow clashed with the extraordinarily chic facade of the venerable house, a fact that brought him into direct confrontation with mr. Saint Laurent himself (the latter with genuine Gallic nonchalance selling his House and retiring, thus admiting there is little chic in today's designing world).
And yet one cannot find major fault with the images of the advertisements for Yves Saint Laurent perfumes while mr.Ford was in charge. From the infamous print ad for the masculine M7 which depicts an uncircumsized hairy male in all his nude glory (click here for a pic) to the daring suggestion of a menage a trois in the Paris ads ~which for a nano-second made me look upon this fragrance with quite a different eye (shame on me!)~, his stint at Saint Laurent was characterised by an aesthetic that was bold, daring but rather tasteful albeit in a Hollywood-sort-of-way.
The porcelain nude skin of Sophie Dahl for Opium stands among the most memorable ones and this one for Nu eau de toilette featuring director Roman Polanski's wife, french actress Emmanuelle Seigner, from 2003 is among the ones I personally find quite alluring. Of course Emmanuelle Seigner does have the heavy features that denote some sort of vulgar carnality that helps make her compelling despite her lack of serious talent in such films as Bitter Moon and The Ninth Gate. Still, the entanglement of bodies in amorous embrace in the print ad captures my fancy and makes me dream a little. Which is not what the new ad for Tom Ford for Men does. And not for prudish reasons either.
Amorous couples in passionate embrace have always been at the heart of perfume advertising, since seduction we are led to believe is at the core of perfume wearing. Of course this is not always so and perfume lovers who appreciate perfume as an art form would have serious disagreement with this; however from a mass market point of view ~which marketeers aim at in the first place anyway~ this is true. Dolce & Gabanna accomplished this admirably in a series of advertising images that encompass both taste and passion and of which the accompanying image is my personal favourite.
It seems to me that mr.Ford has taken the place of sexual provocateur that Calvin Klein used to be in the 1980s, although with a much more agressive stance and ~dare I say it?~ less modesty and self-constraint. The above might seem ironic for someone who built a reputation for racy ads such as this one for his scent Obsession in 1988. Simply put, the current ad for Tom Ford for Men lacks taste. But what is even more interesting is that it also lacks sexiness. That elusive quality that an image which possesses it makes you look, look away and then look again with renewed interest, much like a really intriguing woman on the street would have you double-checking instead of ogling at her openly displayed attributes. The supposedly orgasmic O of the red lips as a signal of availability, the distorted shape of the breasts with the talons painted in red holding them tight for a titty-fuck, the dominance of male over female in a position that reminds one of a porn flick: all these things debase the previous aesthetic of Ford efforts into the realm of the basest shock value attempts at capturing the interest of people by getting banned from major magazines. And this is coming from someone who wouldn't venture into what he is showing everyone else, due to his own sexual preferences. So, is this choice a deliberate attempt at a new form of exclusivity? In accordance to his Private Line of perfumes which supposesdly target a more daring audience? This is something for mr.Ford to answer and we can only speculate. I am trembling at the thought of what he might conceive next!
For the purpose of aimless exercise and because there is such a thing as collective memory, let's witness some sexy advertsing images that do not usually get mentioned. The following two are for the classic scent Ma Griffe(=my talon/my signature),
proving that older advertsing isn't necessarily less sexy or daring and the other one is from Lacoste pour homme which depicts a fetching specimen with a Y chromosome aimed at the discerning women that account for more than 70% of the sales of men's scents anyway.
But I guess mr.Ford missed that little factoid. On the other hand, as he is indeed a brilliant marketeer (as attested by his success so far) he might be privy to some information of greater magnitude, so I am keeping my mouth shut on more comments for now. Which is more than I can say for the woman in the ad!
Last but not least, he could have gone for the highly camp effect which would have earned him humorous brownie points, such as this one for Centaur Cologne. There, that's so much better!
Pics courtesy of wwd, okadi, imagesdesparfums and psine.net
How many times have you heard a story regarding the creation of a perfume and in the end realised it must be a fabrication? From the almost bordering to the homeric notion of "genius through incapacitation" of Coco Chanel picking up the specific batch of Ernest Beaux's No.5 while having a severe headache to another tale ~ according to which Beaux's assistant was the culprit behind the revolutionary amount of aldehydes poured by accident into a vat of jus ready for the making that resulted in a new category of perfumes. From the melancholicMitsoukoname supposedly meaning "mystery" in Japanese (well, it means "child of light", if you want to know) and the tale thatJicky was the nickname of an unfortunate coup de foudre that Aime Guerlain harbored for an English girl (in reality it was the nickname of his nephew Jacques) to the couturier Marcel Rochas commissioning Femmeas an exclusive wedding present for his great beauty of a young bride, which proved to be such a short-lived exclusive that the following year he launched it publicly...
And cut into the modern classic that isAngel, commissioned to smell like the "the caramel scent of sugared apples, the sugary notes of candy floss and the smell of the fun fair" by Strasbourg-born Thierry Mugler. (You can read an interesting article brought to my attention on the gourmand scents mentioning this byclicking here). Or even the references made by consumers when they talk about a favourite or just plain hip of-the-moment perfume they have fallen for: Remember how Madona in the mid-90s talked about how she chose Fracas, among many others, because it reminded her of her dearly beloved mother who used to wear it, just when the whole chic crowd was rediscovering this forgotten classic and had similar stories to recount?
Perfume needs a tale behind it to sell, it seems. Every single one of the classics has a tale behind it. Every single one of those tales has some element of fantasy. It has to, because perfume seems to be aspirational: people want to buy into a fairy tale, an illusion, a flight of fancy that would make them feel happier, more elegant, more glamorous, more alluring, certainly more attractive. At its basest level perfume is used as an element of attraction. There is an inordinate amount of questions on which perfume would draw in more people of the opposite sex on perfume fora. It practically pops up every day. It also makes column inches in advertorials and articles in the press, especially when it's time for the mega-launches before the Christmas season.
However, perfume also serves other purposes: it signals a certain persona behind it (and this is not used in the Bergman sense) that is projected through the use of something upscale as an emblem of wealth, societal status, taste and cultivation. This is the reason why when giving gifts of perfume of brands that are considered upscale the face of the recipient lights up significantly more than when presenting them with an equal -monetarily speaking- offering of an unknown brand. They feel like they "belong" and that they are validated when presented with said offering, same as when they whip up the credit card to do it themselves. And people mostly want to "belong".
A variation of the latter nevertheless is the undisciplined spirit of people who want to be perceived as breaking the mould, as forming their own individual fashions and opting for something that would set them apart. In a world that is crammed with people smelling the same, the olfactory ID of a different scent acts much like the shoulderpads of the 80s, creating a little distance and hauteur that allows people to mark their own territory. And this is where the ever expanding market of "niche" perfumes falls. Based on the premise that limited ditribution creates exclusivity and that limited advertising saves money for better-quality ingredients, accounting for a better effect, as well as some leeway of an artistic vision that is not as aysterely restrained by "suits" in marketing boards, niche brands opt to play the game by their own rules. But that is not meant to imply that they do not engage in their own literature of fantasy. Ambre Sultan is supposed to have been inspired by lumps of vegetal amber found in Moroccan souks and served as an inspiration to Lutens to come up with a perfume that has become infamous due to its perceived naughty undertones that to some smell like lady bits. Or think how Annick Goutal reading "Memoirs of Hadrian" by M.Yourcenar envisioned the young philosopher emperor smelling like a crystalline mix of Sicilian lemons and cypress resulting in Eau d'Hadrien. Or yet the very romantic tale of Antonia Ballanca Mahoney recounting the story of her grandfather and a Sicilian song named Tiempe Passate (=time passes) that served as the inspiration behind the homonymous fragrance of austere cedar and powdery orris.
Are those new tales true? I guess it doesn't matter too much. And sceptical readers will have already drawn their conclusions. But it's nice while they last. In a pedantic world they help us dream a bit.
Pic is from the film "Lady in the water", a fairy tale about how fairy tales might help us; courtesy of athinorama.gr
In times such as ours every single matter that entails a minimum of two people has to make it through the media circuit and perfume is not an issue that has been left off the equation either. It might seem rather heavy and ominous to title my post “is perfume political?”, because what reference does perfume have to political parties or administrations and so on and so forth? Let me explain myself.
In ancient Greek the term “polis” referred to the city states of classical antiquity. In those the voting system was not representational, but direct and frequent, due to such factors as lack of manual labour that would consume hours (slaves were doing it), closeness of people to the voting centre (the whole state was just the city), small percentage of active voting population anyway. Hence decisions were made on everything by “polites”, aka free citizens directly (the word derives from the Latin “civitas” which also means city). That entailed whether ships would get built for merchandising, who would be the committee to decide on theatrical competitions or whether the city would go to war with another city-state; and then indeed voting on such seemingly trivialities as whether they should allow preening or depilation to slave women (apparently not and it was a sore point for them). You see my point. Everything becomes political in that sense. An active citizen who is considered an integral part of society (and they were adamant on the participation in decision-making on penalty of exile) has to take a stance on a wide diversity of matters pertaining to that society. This is a theoretical position of admirable conscientiousness. If only people were that active today instead of apathetic to what is happening around them…..
However that notion can get hued in sinister nuances still. And it has to do with that most ephemeral yet subconsciously influential matter of all: the olfactory stimulus. Witness the case of a woman in Calgary, Canada, as reported by the Globe and Mail.com, who was asked by not one, but two different bus drivers to abandon the bus if they were to go on with their routes, because of her “offending” perfume. Although I am tempted to give a good break down on said perfume (it was Very Irresistible by Givenchy) and why it would have such a dramatic effect, I feel that the core of the issue is more complex than just attributing it to overapplication or dislike of that specific composition by the bus drivers. Reading the article and seeing the photo of Natalie Kuhn, a 25 year old chiropractic assistant I saw a pleasantly turned out black woman who seems tidy, professional and groomed and would be unlikely to wear such copious amounts of any fragrance, especially since her fellow bus passengers did not complain. Although the quote that making her sit at the back of the bus made her feel like “a modern day Rosa Parks” might seem a little excessive (hopefully we’re past such despicable lows in human dignity) it does seem that the repetition of the incident with a different driver was humiliating and a little suspect in itself, especially so as the first occurrence had already been publicized.
The matter takes on another political nuance as it is linked to the invasion of other people’s privacy as witnessed by the perfume ban on all municipal buildings at Halifax. The rhetoric behind this is that “with rising rates of asthma and chronic obstructive pulmonary disease, irritants in the air can have a greater effect”. Of course health is a very serious matter and it is true that there has been an increasing percentage of asthma and pulmonary afflictions that are triggered by irritants in the air in the western world. However one would have good cause to pause for thought and wonder whether those irritants are mainly comprised of chemical substances in exhaust fumes, toxic substances in cleaning products and the ubiquity of artificially scented matter all around us in a consumerist world that uses the olfactory to sell more product inundating our perception and leaving us unable to take it anymore. Does everything from bleach to erasers to stationary to dry-cleaners’ bags has to be scented, I wonder? Would cutting down on those, offer a palate free to enjoy an occasional whiff of a nice perfume on somebody? I think that it would.
There is also the issue of modern day perfumes being comprised almost in their entirety of synthetic aroma-chemicals (and it is sadly obvious that Very Irresistible is one of them), not much different than those used in the cleaning products industry which contribute to a catch in the throat reaction for many people who have obviously reached their limit and are justifiably (according to them, at least) embarking on Philippics against perfume en masse. Nevertheless the issue of re-introducing natural essences is neither economically viable in a market that is in to make as much as possible in the here and now domain nor practically doable with all the recent developments of which I have blogged about in the recent past.
The following comment cited in The Globe and Mail article made an impression of irrelevancy to me and I am sure I am not the only one: “Roedy Green, who said he has “a very keen sense of smell,” believes people often don't realize how much perfume they're putting on. The worst offenders are older people whose sense of smell has faded, he said, leading them to pour on perfume until they match the way they remember smelling as a youth”. Surely that does not apply to this specific case of Natalie Kuhn who is only 25 years of age and probably in full functional capacity of her olfactory abilities? Or is this a general bash against people who like to put on perfume perhaps a little more enthusiastically (to put it politely)? It seems so. The accompanying comments from lots of readers who are almost all of them condemning the wearing of perfume is very revealing and just a bit foreboding on the direction the public is getting their opinion shaped.
On the other hand there is the opposite field of perfume enthusiasts who are not eager to back off their habit and sometimes provocatively insist in crude terms to carry on with impunity offending colleagues, fellow public transport passengers, and close friends and family, oblivious to the fact that toning it down a bit would result in a greater leniency from those perfume haters and thus would guarantee the continuation of the noble practice of perfuming. Ms. Natalie Kuhn did display such an obstinate stance, in my opinion, perhaps on the premise that it was her right to wear what she likes and assured in the knowledge that no policy allows drivers to refuse passengers because of their scent. Nevertheless the repercussions of such an incident might tilt the balance not in her favour and to the detriment of all of us perfume lovers. Is it far off the day when a general perfume ban would be introduced on all public transport, thereby practically eradicating our right to scenting ourselves lest we have a private vehicle (and it shouldn’t be a convertible missy, mind you!!)? We have to stop and wonder: if smokers -who have been also practically exiled from civilised society in recent years due to their habit- had been a little more considerate and less headstrong about their right to light up whenever and wherever and all present company be damned, would we have reached a point where they are the outcast of society? I think not.
For that reason and with that reasoning, I would pray for a little compromise on both sides of the argument.
Painting is "Demosthenes practising oratory" by Jean Lecomte du Nouÿ, courtesy of Wikipedia.
It might seem a silly question. And yet, it made me ponder a bit. Intrigued by gut response received upon casual comments on various fora and the amount of controversy that issues of money and class raise even in classless United States, I have been coming to the conclusion that it is indeed a loaded question.
Upon initial shifting the general concensus seems to be that people with loaded pockets and platinum cards with credit limits on the upper echelons really go for the super exclusive, the elusive, the prestigeous and the ridiculously priced. The recent example of the wedding gift of Clive Christian perfume to Katie Holmes by Tom Cruise, for her to wear on her wedding day is a case in point of the latter. No.1 retails for 600 euros for a 50ml/1.7oz bottle of parfum; which is actually the minimum basic salary in my country. I leave deductions to you... The real question would be: "is it worth it?" This to me at least has to do solely with content and not presentation. Otherwise one can decant a glorious perfume in the most exquisite Baccarat bottle and enjoy it from there or just use a milk carton, it does not make that big a difference in my mind... Purpotedly, Clive Christian No.1 for women consists of only the finest, rarest and most precious materials. However there is so much one can put into a perfume in terms of quality, after which point the whole starts to smell overwhelming and bad. I mean, upwards a certain point it does not make any difference because there is so much one can include anyway. And if one cares to look at the list of notes, one stumbles upon the insurmountable block of lily of the valley; a note that cannot be successfuly extracted from nature, a note that has to be recreated with other elements, most common of which are Citronellyl Acetate varietys A and Acetate pure, Geranyl Acetate pure, Lindenol and Terpineol Alpha JAX. As to other notes, the majority of top notes consists of things that do not skyrocket the paycheck for obtaining them: lime, Sicilian mandarin, cardamom, nutmeg, and thyme. And in its floral heart, ylang ylang is the rarity in the cost department of floral essences inventory (meaning it's relatively cheap), hence called "poor man's jasmine". The ambery woods of the base is so vague that it leaves me doubtful as to what exactly goes in the production. So sorry, I am not convinced the price tag really reflects the content. A certain amount of snobbism is involved as well. And by the way, since the hostorian never really leaves my writing, snob derives from the notification that newly rich young men got upon entering the aristocratic colleges of the old Britain, namely Oxford and Cambridge: s.nob, denoting sine nobilitas, latin for "no nobility". Worth keeping in mind.
Joy by Jean Patou, Henri Alméras' tour de force, was touted as "the costliest perfume in the world" back in its heyday in 1930, affirming the inextricable tie between perfume, luxury and financial abandon. It was actually Elsa Maxwell, venomous gossip queen of the 30s that came up with the infamous moniker about it, the one that sealed its success besides its rich bouquet of the best jasmine and lushest rose. But those were times of recession and ruin after the Wall Street crash of 1929. It was completely irrational then as is Clive Christian now, even though it was initially devised as a less costly means of giving american women a slice of Patou's prestige now that they could no longer afford his couture. The difference though hinged on the pretenciousness that is lacking in Joy's case. Today Joy pure parfum in the 30ml/1oz bottle costs 160£ (british pounds) or 299$ at internet discounters.
Marie Antoinette is well known for her excesses and the recent biopic made by Sofia Coppola has brought her once again in the spotlight. There is a well known tale about how it was her perfume that sent her to the guillotine. On June 20,1791 Louis XVI, Marie Antoinette and their family retinue attempted to escape to eastern France, where troops loyal to the monarchy were waiting after the revolution had gained control of Paris. Their flight however was cut off at Varennes; they were recognised and arrested there and sent off to Paris under escort where they met their demise at the guillotine two years later. There is some speculation that it was the divine quality (and contrast with the rest of the people) of Marie Antoinette's perfumes and pomades that set her apart despite her disguise when they travelled, as 18th century France was a place infested with disease, full of open sewers and all that at a time when talking a bath was not to be indulged in often. According to The Scotsman, many people have been intrigued by the scent of the decadent royal and an effort to recreate it has resulted in "Sillage de la Reine" (Queen's wake) by Elisabeth de Feydeau, "a writer who stumbled upon the lost recipe, along with the Parisian perfume-maker Francis Kurkdjian. Ms Feydeau was preparing a biography of its inventor, Jean-Louis Fargeon, the court perfumer, when she made the discovery. Mr Kurkdjian agreed that he should try to resurrect the scent using the techniques and ingredients of Fargeon's day "just to see if we could. It was very difficult because although we possess the same primary materials, the environment now is very different." But he was satisfied with the result - a mixture of jasmine, rose, iris, tuberose, lavender, musk, vanilla, ambergris, cedar, sandalwood and other essences. "The perfume is 100 per cent natural, and certainly something that the queen would have worn," he added. Ms Feydeay said smelling the Queen's Wake is "as if you're walking past a magnificent bouquet comprising flowers of every season. It has an incredible fullness." The whole composition has been likened to a precursor of Chanel #5, which begs the question why pay so much for something that can be had for much less, but I guess it's not the super-rich that wil grab those bottles but the super-collectors. You can read about the recreated perfume clicking here
And what do the rich and famous wear? One of my perfume projects is to document a list of perfumes picked up by the rich and famous, some richer than others, some more famous than others and the result can be seen clicking here It seems that among the more exclusive choices they sometimes go for things that are set by trends, or for the ubiquitous Creed fragrance which I largely attribute to Creed's magnificent PR machine, more than their consistent taste. It's interesting and fun to peruse the list however.
What do ordinary people think the rich smell of? I think most folks are judging by what is considered Bon Chic, Bon Genre when they attribute classic Rue Cambon Chanel perfumes, classic and boutique Guerlains and some Goutals to the rich and incidentally classy people. However as we all know rich and classy are not interchangeable and one should leave a leaway for the more vulgar choices. Those latter ones would have a more outspoken and loud personality to go with newly acquired money, elaborate porn-chic french manicures on long talons, bleached hair to an inch of their lives and gaudy jewels when none is required for women, really heavy all-gold watches for men. At least that's the image I freely associate with it and I would be a little coy in naming specific names. My personal experience tells me that the richer and classier one is, the less inclined he/she is to drown all the others around in the fumes! The really rich people I have known and smelled have all worn light, subtle fragrances that were imperceptible until they leaned for a social shake of hands. What did I smell? Aqua di Parma original cologne, Diorella and Eau du Cologne Impériale by Guerlain (latter was on a guy). A couple of others had something on I did not recognise definitely, but still in the same vein. They were ship owners and involved in shipping: loads of money, no doubt about that.
And finally yes, when all is said and done if you're finding yourself savouring the waft from a syrupy potent composition, it's unlikely you're downwind from Princess Caroline of Monaco. I'm sorry.......
It’s always so gratifying to get samples from less known perfumers who put their heart into their perfume instead of marketing analysis and assorted research and development findings. Such is the case with Maquillage, the very likeable scent by amateur perfumer Armando Martinez. Over the few months I have been writing my blog, people have been asking me to review perfumes for their reading enjoyment, reviews that maybe they wouldn't see in any other perfume blog in some cases as the perfumes were not known and the sources were obscure and did not list notes. It has been my joy and pride to do so for them. This however is not such a case. In fact I was the one who asked tentatively if I could sample this perfume when I heard about it and Armando obligingly sent a sample along.
Armando has been dabbling with oils and essences and some synthetic aromatic materials as a hobby for a long time, being interested in the magical world of perfume for years. The scented memories of his life have been fodder for his experiments and his love for the vintage masterpieces of yesterday such as My Sin, Scandal, Tabac Blond or Shocking de Schiaparelli has not been eclipsed by his ardent love for all things nouveau niche such as Lutens’ Ambre Sultan, Chergui or Bond no.9 New Haarlem.
His fragrance for women was baptized Maquillage from the French word for makeup and is redolent of his love for perfume in general. In an early first effort that was a homage to Jean Paul Gaultier's Classique, sweet scent of femininty trapped in the torso bottle that has in turn been inspired in looks by Shocking, Armando has captured the essence of a lady’s makeup paraphernalia and more prominently the aroma of face powder and satin cream lipstick in old bullet-style packaging. Oh, so elegant and glamorous, the times of bygones brought back with a nonchalant flick of the puff.
As I picked up the little bottle with the clear and oily liquid sample of the perfume my mind strayed into the avenue of a reminiscence of my own. I thought about the glamour of my grandmother’s trousse de toilette, all gold gilded bottles, often brought back from Paris. This was one hell of a glamorous grandma who used to order her clothes to the best tailors in town and her evening gowns to French ateliers, lavishing Madame Rochas and Miss Dior parfum with elegant gusto on her unstoppable person.
Maquillage would fit such a person. It begins its soft glamorous and nostalgic journey on a very soft, citrusy, bright and lightly sweet rose and honey note that is soon aligned to the candied scent of violet. Such a combination has a very feminine and cuddly smell, redolent of the mood that L’artisan’s Drole de Rose recalls. Frederic Malle’s Lipstick Rose is another rose-violet combo that could be referenced, and yet, Maquillage is not as sweet neither is it as penetrating making it infinitely more wearable in my opinion (because I prefer more subtle florals); although its great flaw is the lack of staying power compared with the monstrous tenacity of Lipstick Rose. The fact that Maquillage has a slightly oily texture indicates that it is not a lack of the proper aromatic materials, as I generally perceive this as a good sign, but maybe a matter of dilution which needs to be lower. The drydown phase after about 20 minutes on my skin is a very soft musky powdery affair of the amorous pairing of iris and musk of a synthetic nature that warms up the whole, making it soft and pretty, with the merest touch of vanillic nature, just enough to render it charming and winsome.
The official notes are: lemon, lime, linden, honey, peach, rose, jasmine, violet, musk, iris, vanilla.
For a first foray into perfume, Maquillage is a very nice composition that would certainly benefit from an eau de parfum concentration. I think there is the promise of a bright future ahead of Armando Martinez if he wants to pursue it!
You can ask info and order samples of Maquillage directly from Armando by emailing at mandocmartinez@yahoo.com or on the First in Fragrance/ Aus Liebe zum Duft site.
Photo by Spyros Panayiotopoulos (courtesy of eikastikon)
If serious advertising were not enough, sometimes marketing teams play up on our conceptions about perfume in parody-style, satirizing our wishes for perfume to make us powerful, mysterious, indomitable and just plain old attractive and irresistible to the object of our interest. If only things were that easy. And yet, how many times have the same questions have been asked: what to wear to get attention? What would make the opposite sex melt? What would make us look younger and thinner and 5 inches taller with a mane like a supermodel’s and legs that go for miles? Personally if a perfume were that powerful, I’d just as likely prefer it to vacuum my house and do a good hard rubbing at all those difficult corners, thank you very much. That would greatly put me in a sexy mood, all right. But it’s fun to contemplate what people would put themselves in denial about and how advertising is playing with that, right?
The angle of sexual attractiveness regardless of exterior attributes (which is, let’s face it, a plain looking person’s wildest dream) is brilliantly exploited in the following AXE commercial. Just see what happens when one rides the elevator. Given AXE’s reputation for potency and its users’ abandon with the sprayer the commercial is down right dangerous, if only because it might encourage stinking up closed spaces with the evil fumes. But funny as hell, nevertheless Watch the clip clicking here
In general AXE has capitalized on witty commercials tongue-in-cheek-style to drive the point of “use more, get more” (yep, that kind of “get”, you've understood it right), aimed at an impressionable adolescent male audience. Even if they laugh, I suspect their Id is getting the message across that this magical juice will help them surpass Porfurio Rubirossa’s fame. Dream on, little ones. You might as well spritz some Egoiste (or if you’re hard for cash some Coty Wild Musk) and be done with it, so much simpler. There's also much to be said about the merits of soap, plain deodorant and oral hygiene. But you already knew that, I hope. After all, if you're a good guy someone somewhere will perceive it, right? No matter how divenly you smell if you're behaving like a jerk, no way will you be popular with the ladies. (say that out loud 5 times before you ask again what cologne is a women's magnet) And it’s great to see that LYNX, the British equivalent of AXE, has aired a commercial that takes this to the next level with a touch of the absurd and the borderline macabre. The heavy british accent of the voice-over is completely engaging as well. Not to be missed! Watch the clip clicking here
But of course teenage boys aside, the greatest target of perfume as a sexual attractant, a magic amulet of irresistibility are women. Women from all walks of life, all physiques, all cultural levels. Perfume always sold fantasy and women are always a little more susceptible to daydreaming it seems. Whether that’s ingrained or a result of upbringing is debatable (and getting girls girly things certainly makes them impose on them powers beyong their capability). Hey, it doesn’t even have to be in the sexual arena (we have come a long way baby!), but it’s so much more thrilling if it works there as well. In my humble opinion, perfume as a manipulating social weapon is like copulating as a dieting means greatly overrated. It's no accident that human beings have gone from the olfactory to the visual emphasis, after all we don't walk with our noses down the ground and into other creatures' butts all day like dogs, now do we? We won’t go into the subject of perfumes containing the infamous pheromones, because I have zero experience with them and studies show that the results vary greatly (and can be attributed to self-induced feelings of confidence), however it’s not unheard of people using them to accomplish just that. Which begs the question what would happen if the result wears off or if they run out. But I think they consider it a fait accomplit if the victim has been safely anesthesized by then...They will have found a way to keep it by then or have gotten the chance to show their great personality. This is just theoritising on my part, mind you; not that I reject the right of anyone to use whatever he/she considers best.
In the great spoof I discovered, aired on Mad TV, Antonia Perfume, an otherwise sane woman (and not really unattractive, if you deduct the purposesly silly styling and lisp) has gone bananas over the desire for her perfume to attract and entice men. And it makes the great point that in order for someone to actually be attracted they have to be really close to smell the fumes, wouldn’t they? Which they wouldn’t if there is no other reason for them to get close in the first place. Imagine a woman trying to bumb into the object of her affection in a crowded bar. Many hilarious misunderstandings later and alcoholic shots as well, it might garner some attention. Watch the clip clicking here Unless one is olfactory stalking strangers purposesly offering them their wrists for sniffing ("smell me!"), which would make for another great spoof I guess.
Hope you have enjoyed the perfume advertising section critique and the multimedia clips courtesy of Youtube.com.
You can watch many many more in the appendix I have compiled on my info site Perfume Shrine, direct link clicking here
Exploring the avenues of perfume advertising, especially in commercials to be viewed on TV, one shapes a particular assumption of how something would smell, coaxed by the imagery and setting of the commercial. Often there is some discrepancy witnessed between what is expected and the actual olfactory experience. Especially so when there are famous faces or egeries involved fronting the perfume.
On a nostalgic trip down memory line, Soir de Paris in a very old commercial, from 1958 to be exact, shows us the rapport between jus and image that existed initially. Soir de Paris by Bourjois is known as Evening in Paris in Anglophone cultures and the olfactory profile is a very refined aldehydic floral that has a touch of the Parisian melancholy and sense of glamour. In its vintage form it stood as a very elegant and lovely representation of everything that joyful Paris evoked in the imagination of countless American women, especially after having seen the classic film "An American in Paris". Today, the Vermont Country Store is touting its stock of original Soir de Paris and everyone may have a slice of that glorious imagery of French women preparing for a Parisian outing in their strapless gowns and dainty high-heels. Watch the clip clicking here
Those days are over however. Very soon the visual aspect of a commercial went on to a completely different independent track, often creating images that do not correspond to the olfactory response of uncorking a perfume. Case in point is the following commercial for Poison from the mid 80s , when this perfume grenade initially launched to be the object of derision, huge sales and eventually legend. In the commercial a lady dressed in tailored clothes in the purple hues of the perfume’s bottle is sitting head tilted romantically, drapes being drawn as if to signify a new start, a revelation or a concealmentWatch the clip clicking here Suffice to say that the bombastic juice that lurks inside that insidious purple bottle is radically different to what one might think watching those visuals. A potent, venomous elixir of sexual emancipation and witch-like power, it manages to make lovers and haters and nothing in between. Sadly this is hard to find today in a world in which the visual has become significantly more aggressive, while the olfactory has become astoundingly tamer. Contrast the above with the recent black panther commercial for Christian Dior Pure Poison and smell the respective jus and you will know what I mean.
Romantic images however do have a power on their own, corresponding or not to the perfume’s aroma. Such a romantic commercial is one of my personal favourites from the early 90s (around 1990-1992) for LouLou by Cacharel. I have already elaborated on what makes LouLou the perfume so evocative for me, but the advertising has played a major part in this as well, being inspired by Louise Brooks and her Lulu role in Pabst's film. The bluish tones of the film, paired with the insouciance of the young girl who talks to the camera is endearing and makes us view the perfume under the lens of an insouciant, unaffected girlish seduction. Which is not far off the mark of the perfume’s intent. Watch the clip clicking here
The following commercial for Champs Elysees by Guerlain however is again in contrast to the jus inside. Shot in black and white on the eponymous Parisian street with gorgeous Sophie Marceau as the protagonist who exits a car stopping abruptly taking with her a bouquet of roses and a sac voyage to march off angrily and then self-awardingly on the famous street, it is too cinephile and hinting at a background story. The effect is greatly augmented because it features one of the songs that would best illustrate an insinuating and dark perfume: Glory B0x by Portishead. The music is so suggestive that it would be great underscoring trully dark, biting frags such as Poivre by Caron or Ambre Sultan by Lutens. The tagline of “life is best when you write the script by yourself” is meant to evoke exactly a cinematic reference and independence. However the jus of Champs Elysees is oblivious to such scheming and trails off in candied blackcurrant buds and mimosas tumbling out of its sunny coloured bottle. Too tame by half...Watch the clip clicking here
To finish this exploration of the correspondence between visual image and perfume composition, two last examples. One is of a commercial capturing the essence of the perfume, that of Sicily by Giuseppe Tornatore featuring the beautiful, expressive as a weeping widow Monica Belluci, an uber-woman if there ever was one. A perfume that is indeed quiet, but not undistinctive; cosy, old fashioned in its way, soapy like the white linen of a neorealistic film’s heroine. It did not manage to be a best-seller, but the connection between what seems to be a very Mediterranean concept and its scent is masterfully accomplishedWatch the clip clicking here
And then there is the aggressive luxe of a baroque mansion in which strides stripping all the while the statuesque Charlize Theron for Dior’s J’adore. Although the presentation and imagery is one of opulence, J’adore is no more than a nicely put floral with violet, orchid and rose and scattered fruity touches on top. Certainly not the super exclusive thing alluded to. But a brand of a reputation for luxury and with a couture show to support had to go to extravagant lengths to cement the opulent touch in our minds. And Charlize’s commercial was indeed very successful in that regard. Because who wouldn’t want to emulate her? Watch the clip clicking here
The issue of what differentiates female from male idiosyncrasies in general is complicated enough. In perfume terms the composition of different formulas for the two sexes (roughly floral and oriental for the ladies, woody and citrus for the gentlemen) is a fairly recent phenomenon, dating from the dawn of modern perfumery in the end of the 19th century. Up till then, there was pretty much lots of leeway for men to delve in floral waters of the Victorian era or even the rich civet and musk laden compositions of the 18th century decadence. The issue of how male and female attributes translate in the iconography of perfume though is worth investigating for its many surprising facets.
Here today I decided to delve in some perfume commercials that redefine the role of gender as we know it. The 70s were the years when it was acceptable for the first time after many long years for a woman to appear in pants. Up till then, emulating a man’s wardrobe was considered outré and not to be encouraged. In upscale restaurants and hotels in the 60s, time of the mini, it was customary to ask ladies in pantsuits to remove the pants and just wear the long jackets as dresses. Katherine Hepburn in her signature slacks was repeatedly asked to use the staff hotel stairways when going to see Spencer Tracy some years prior. In that regard, the first ad for perfume that showcased this new freedom was Charlie by Revlon. Codenamed “Cosmo” while being developed, as this was intended for the young and liberated Cosmopolitan readers, that magazine being full of women’s liberation articles back then besides the tips for better sex; it then got named Charlie from the first name of Charles Revson, owner of Revlon. The face of Charlie was Shelley Hack whom you may remember as part of “Charlie’s Angels” TV series, here with Bobby Short. Watch the clip clicking here
Indeed watching the commercial, Shelley dressed in a shiny satiny ensemble of pants and shirt, with a matching little hat on her short bouncy do, it takes a close up to see that it’s actually a female. The fact that she is thin and with no discernible décolletage makes it even more risqué. As she sprays the perfume on her neck while in the car before getting out at her destination we get a glimpse of what an emancipated woman is like; driving, wearing the pants, getting alone to the place she is invited. There is no need for a man to accompany her. She is the man in her life. So recent commercials compared to that seem to tie women to their traditional roles of either homemaking material (pretty, happy) or dangerous fantasy (aggressive seductresses). But that is as much a societal phenomenon as to warrant a separate article of its own on another venue.
Many years later it was advertising provocateur Calvin Klein who brought homosexuality in the mainstream with his memorable commercials. As an aside when talking about the issue, please note that it is males of such a preference who feature prominently in the ads, not women. This may have to do with more homosexual men being involved in the media in the first place (and we all know the designing world is full of them), but it also has to do with the taboo of female homosexuality in advertising as well. For some reason, women in advertisers’ minds should be seen as dynamic, but not butch, aggressive as they are often depicted in the sexual arena, but not manly. I guess it has to do with the male mindframe being deeply disturbed by the idea that a woman renounces the attributes that make him the center of her universe, even though he may renounce those that make him desirable to her! Egotistical though it may sound, men seem flattered if women are concentrating on them. Homoerotic female images are desirable – and intensely so- only if they entail a man eventually and only if the ladies in question outwardly look very stereotypically feminine. To revert to Calvin Klein though, his commercials exploit the homoerotic ideal to the max. A series of commercials for Obsession as well as Eternity used photographer Herb Ritts as the vehicle for an aesthetic that was distinct in an American way. To witness, these 4 short clips for Eternity for men from the 80s, featuring the exotic Shana Zadhrick as the female presence in an otherwise male territory, which idolize the male physique, sculpted during long hours at the -then- temple: the gym. The droplets of water on rippled flesh, the eroticism of swimmers’ bathing suits, the movement that is resembling diving. Everything speaks of the promise of a different erotic experience. Watch the clip clicking here
And then of course we have the cheeky ironic representation of Le Male by Jean Paul Gaultier. The theme is reprised in a tongue-in-cheek way (as Gaultier takes himself far less seriously than Klein) and the sailor and his uniform, both a nod to a popular homosexual icon and Jean Paul’s favourite matelot top as well, make their appearance in ads that emanate a playful mockery. Le Male the jus is full of the traditional male note of lavender and yet it is so sweet that it has a candy like tone, like only someone who is totally oblivious to rules of propriety is capable of carrying off. In the following commercial Gaultier not only depicts the sexual deviant of a sailor, but dresses a woman in the sailor uniform -shot from behind, walking in what seems a bar full of such sailors- in a transvestite effort in reverse, having her kiss another male, only to reveal that underneath her clothes she is corseted in the traditional attire of her sex from long ago, to match the torso of his eponymous feminine scent, known as Classique. It is important to note that the ad refers to men and the eternal female. Even openly homosexual men have their prejudices about women I guess, or perhaps they have had strong female icons in their environment shaping their views on the subject, as in Gaultier’s case with his grandma. Watch the clip clicking here
In another Jean Paul Gaultier commercial, this time for Classique only, several models sit on a table talking about l’amour (love), differentiating in attire and image as day and night, one of them being the androgynous Eve Salvail, a Canadian model with a tattoo on her shaven head. The old woman suddenly and briefly morphs into Gaultier himself, as if the designer wants to remind us that some part of his grandmother's spirit which inspired the perfume still lives in him. Whatever, Classique is a very feminine scent. Watch the clip clicking here
While at it, you can witness the difference in perception of what is appropriate and what is not in the iconography of these two similar print ads for Paris by YSL, under artistic direction of Tom Ford. The top one is the US version, nipples covered and the effeminate face of the guy cut from the photo, only the cuff hinting at a ménage a trois. In the European version, shown here, however, such niceties do not cut it and the whole deal is laid bare –pun intended- for readers. Pity Paris perfume which used to be viewed as elegant, it now has earned a reputation for racy.
Last but not least, Calvin Klein again plays the gender bender with his masterful commercial "Altered States" (which reminds me of a William Hurt starring film) for both CKone and CKbe. The diaphanous and black bottles respectively are used in brilliant effect for a morphing computer play that emits a weird and truly wonderful vibe that compels the viewer to watch the clip over and over again. I find it seriously cool in its androgyny despite the eerie factor. The limits between the sexes have never been thinner and the interplay between the two is evinced in the unisex jus of the two perfumes which represent two different moods, but never two different sexes. Watch the clip clicking here The 90s heralded the cult of the unisex, or euphemistically called shared perfumes and the commercials that played upon this were many and varied. In my opinion this is the most memorable and worth watching one. What the future brings is anyone's guess.
Next post will revert to softer, more romantic notions and the discrepancy between image and smell.
The issue of perfume advertisements arises from time to time, with mixed results. Usually it has to do with the shock value of something or the sheer ingenuity of advertisers who come up with catchy phrases and images to embed an idea in our minds for ever. Although print ads have their merits and I will devote entries on them in the future, I think it has been already done so I have been trying to expand into the multimedia world of TV and theater commercials. In the interest of accomplishing that I have compiled a great annex of commercials on my main info site, Perfume Shrine and it will appear soon on-line (patience!). But first I wanted to discuss the matter here, so the next few entries will be devoted to the analysis of perfume advertising with the provision of commercial clips. I have of course decided to edit and not present all the clips; I just chose the most memorable ones and those which serve the purpose of illustrating my points.
Perfume commercials and their study shows the evolution not only of the deviousness in advertising or the images that capture each generation’s fantasy, but also the emergence of different aesthetic values based on the zeitgeist and the artistic contribution of celebrated individuals in their respective fields. This aspect is fascinating, aggrandizing the subconscious and examining how tastes differ between various cultures. Naturally, the sources of perfume advertising stem from two main sources, the US and Europe, so the contrasting and comparing is in most cases done between the two. Contemplating the schism between the two cultures over years of advertising, one realises that it is not that great after all, at least in this particular field, since people have been influenced by one another. Of course there are also examples of marked differences both in cultural sensitivities and in chronological advancement, especially since the AIDS epidemic which almost eliminated public displays of eroticism in the media, as well as the trend for “clean” perfumes and the newly fanged “celebrity perfume” which influenced advertising on its own by grafting the center of the commercial from the fantastical and fictional to the famous individual who represents a specific association already in the consumer’s mind. Nevertheless, each commercial stands on its own and has its merits and its flaws.
The first series of clips I was interested in exploring was Chanel’s for her iconic Chanel #5 perfume. It is a prime example that exhibits the evolution of aesthetics and advertising admirably, while all the while transpiring the message of a perfume imbued in fantasy, rather than reality. Chanel #5has always been a miracle of marketing. From the tales of Coco Chanel herself who supposedly sprayed the perfume in theaters and shops to garner attention and public awareness and who also gave small batches to her most exclusive clients, this perfume has stood the test of time not only on the merits of its mesmerizing jus, but also because the choice of bottle, packaging, colour coordination and overall presentation has been impeccable over the years. The first clip I found on this one comes from a UK ad in 1970. ] Watch it clicking here A haphazard meeting of a man and a woman in an art gallery. From the quite awkward event, characters dressed in the wide pants of the era (and yes, the lady is wearing them as well, as a symbol of emancipation) to the makeup and the stylized coif, the images progress in a cinematic flash back of the lady preparing for her day carelessly applying some Chanel #5 while chatting on the phone, her Afgan dog on the white sofa that matches her outfit; while at the end, it’s Chanel #5 that has provided the trigger for the romantic tête-à-tête in the sunset, when the lady is wearing a gown (so we know romantic time is coming) and her hair in an updo. The notion behind it is devious in that it insinuates that Chanel#5 is both sophisticated enough for an art gallery setting for a modern smart lady of means but also for more intimate moments.
Next comes the classic image provided by the artistry of british director Ridley Scott in 1979. The whole concept is exquisite: the woman is lying on the pool, with a seductive and dreamy voice-over: “I am made of blue sky and golden light and I will feel this way for ever”. The image of the airplane soaring in the blue sky, casting the shadow of a shark in the pool momentarily and then the man across swimming to her, aggresively one might say, while she languorously drinks up the sunshine, bronzed and made-up vividly in red and grey blue, has been embedded to the subconscious of anyone involved in perfume; even Chandler Burr's who used this image for another perfume review recently in his column. This proves the artistry and cunning of the concept. “Share the fantasy” the tagline ends and it is indeed a fantasy that transpires through watching the clip. Chanel #5 is again the perfume of indulgence and luxury (private pools being a scarce commodity back then), the escape to other worlds for people in the UK and colder climates, who dreamed to be in a tropical paradise and yearned for a setting of this kindWatch the clip clicking here
The next clip in the chronological series is also made by Ridley Scott, in 1980, who here again uses the elements of the luxuriant vacation spot, the blue waters and the sparseness of composition. All the while the old song “Sea of love” plays in the background. Carole Bouquet, then face of Chanel #5, is decked out in classic austere black, with a wide rim straw hat, also black, and a black one-piece swimsuit. Très chic in her red lipstic, an exclamation point on the white canvas of her skin and an invitation to sexuality. A close-up on her shoes reveals the brand name Chanel, while her white earrings also bear the logo of the brand, so as the viewer never mixes this up with anything else. The setting seems to be a private house in Cote d’Azur or Capri, all Mediterranean colours (of which Scott is very fond of, for those who know). A well suited man comes down a boat (which is odd, but maybe we could bypass it, as it might want to convey an image of authority and financial power) and as Carole leans back her big hat providing an exquisite “cadre” for the shot, they kiss. It’s only at the last shot that we realize that the pool is also shaped in the shape of Chanel #5 bottle. The exact same tagline of “Share the fantasy” (spoken in the french accents of Carole) finds its master in this admirable clip. Watch the clip clicking here
Following is a clip from the French director Luc Besson and eerie, wonderful music by Danny Elfman (Tim Burton’s sidekick, if that tells you anything; this is from the film Edward Scissorhands). This one is actually my favourite of all the Chanel #5commercials to date, if only because it brilliantly plays on the Little Red Riding Hood tale and the eroticism and naughtiness associated with it psychologically. Estella Warren dressed up in red and shoed in red dancing shoes enters playfully and mock-innocently the big vault where #5 is kept, the walls all quilted as a nod to the famous Chanel bags; from the plethora of bottles she picks one, lovingly holding it for a sec and luxuriously applies some drops on her neck. Picks up the bottle and places it in her straw basket lined in plaid cloth, to further drive in the point of the tale; while the unmistakable form of a wolf comes from the corridors following the thief Estelle, who finally dons her red cape and hood and opens the vault to the great city that lies beyond, Paris, the Tour d’Eiffel on the background, majestic, lighted up in the night. She makes an authoritative gesture to shush the wolf, who obeys, undoubtedly enslaved by the magical feminine fumes emanating from her. She goes out into Paris, the great unknown, city of wonder, ready for a greater adventure, while the male wolf is wailing into the night. Watch the clip cliking here What a masterpiece, what use of imagination….I am trully enslaved. I actually bought again some Chanel #5 after this, I have to admit. This is the power of advertisement. It not only lures you to consider something as desirable and necessary when it might not be; it can be so cunning as to make you buy something as an endorsement to the great sense of style the brand possesses, as if you become a conspirator, an accomplish to a tale of mystery and naughtiness. Ah…these are the great ones! There is another splendid version of the tale, again by Besson, but I have kept that one on my extensive list for further viewing, for those interested.
The latest commercial for Chanel#5 is testament to both what great filmmaking can do and what the limitations of fantasy might be. Directed by aussie director Baz Lurhman, starring Nicole Kidman as the undisputed protagonist of our collective consiousness, decked from head to toe in Karl Lagerfeld couture for Chanel, and brilliantly set to the completely magical score of Clair de Lune by Debussy, it runs a whole two minutes and looks more like a regular film than a perfume commercial, earning it the tagline of costliest commercial to date. I won’t try to recount the plot here, as it would spoil the climax, suggice to say that Nicole plays the role of a dancer who disappeared and is chased by the paparazzi, meeting an unsuspecting dashing male in the taxi she enters to escape them.Watch the clip clicking here Everything in the film speaks of romance, memories, the imprint of an ill-fated love affair, the luxury and grandeur of someone who is obviously at the top of the world, as is indeed the building on which Nicole and her lover consummate their affair. Everything has to do with catching the moment and making it last for an eternity and this particular angle is not only prime for catching an advertiser’s eye but also the consumer’s who wishes to impart lasting impressions via the most ephemeral of adornments, perfume. In a nutshell the dream of immortality, if only in the memory of a loved one. However this commercial, when contrasted with the previous one, shows a lack of naughtiness (despite the effort on Nicole’s part to convey it with her body language and face expressions on occasion) and less imagination applied, because the situations although majestic and in the sphere of the super-famous do seem tangible and rooted in reality. This I think is the only "flaw" (if one might be so bold as to use such a term) of this last commercial and the reason it is not my absolute favourite in the Chanel #5 series; nevertheless it is always a joy to watch and not to be missed.
Next I go on to critique more controversial stuff sure to elicit response. Stay tuned.
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With Marian Bendeth, a conjurer of fragrances, who with sleight of hand and knowledgable intelligence guides us through the opaque landscapes of perfumery into the light of a moment of Eureka..jpg)
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