Trend Forecast: Autumn-Winter 2013-2014 Fragrance Notes

We're not even into spring yet (and February can be a dreary month to drag on seemingly forever) and the upcoming fragrance releases are shaping into resounding trends.
Seven Scent Ltd. (Manchester, United Kingdom) has released its biannual fine fragrance forecast for the key trends influencing 2013/14 autumn-winter fragrance collections, citing a number of fragrance notes ranging from wood accords to red berries.

via x47.com

 “This season always encourages more intense, heavier, longer lasting fragrances to evoke a feeling of warmth and comfort during the colder months," said Bruce Furlonger, Seven Scent's head of marketing and innovation. "These traditional notes will still be evidence, but we have identified a number of creative fragrance accords which are growing in popularity with consumers and look set to influence direction."

 Based on research into the world of fashion, design and fine fragrance, the company forecasts fragrances that feature:
*Tea accords: a move away from the classic or traditional green tea accords, towards a more unusual, sophisticated and rich fragrance
*Wood accords: the rich spice of oud is softened in a partnership with rose; a classic marriage of materials from middle eastern perfumery
*Leathers and suede: evoking a timeless elegance and quality in masculine scents
*Spices: such as cardamom, cumin and saffron inspired by the Middle East
*Amber: versatile and popular, it adds warmth and blends with oriental spices as well as soft musky notes
*Red berries: rich and dark notes will deliver an autumnal feel

via photosof.org

Sources:  http://www.sevenscent.co.uk./ , http://www.perfumerflavorist.com/fragrance/trends/170980631.html

What Sells? A Case Study

An astounding number of articles tackles the latest, apparently unexpected ~from what I deduce, since it makes such an impression~ phenomenon: Namely that a "celeboscent" really made it. (This term is short for "celebrity scent"; those fragrances eponymously launched by stars, supposedly inspired by their personalities and lifestyle, but in fact churned out by perfume producing companies with minimal involvement by the stars themselves). Trusted reportage says that this particular frag is selling like crazy! What is it? It's Heat by Beyoncé Knowles!

"At the recent Retail & Luxury Goods Conference at Harvard Business School, Macy’s CEO Terry Lundgren revealed that its already made more than $3 million in worldwide sales since its launch" [NB We're talking 3 months here] while he said that in an meet-and-greet with the singer herself "72,000 bottles of her perfume were sold that in that hour". To convert this in monetary values, Women's Wear Daily reported that first day Macy's sales made $60,000. (Talk about WOW!!) All to the point that "trying to pick up a bottle of “Heat” at Macy’s.com estimates over a month before it ships" now. "This morning I woke up and they told me the fragrance is the number one fragrance in America,” Beyoncé told Access. “I had absolutely no idea.” We're clearly talking about a huge commercial blockbuster. That made me think...

So the question arises: I am wondering whether the success has to do with the bootilicious sexy appeal of the singer herself (surely overall a positive role-model in today's celebrity world which is filled with human trash) or with the fragrance style and its perfect top-to-bottom design (corresponding so well to the celebrity herself, I mean, as celebrity brand expansion). Certainly it's not a "bootichouli" fragrance like we had suggested and hoped for on a previous occasion, at least going by the description, in which "Heat blends a floral mix of magnolias, neroli, and red vanilla orchids with the scent of almond macaroon, honeysuckle, nectar, and crème de musk" composed by perfumers Claude Dir and Olivier Gillotin. March on Perfume Posse observes that "Heat smells like a thin veneer of canned peaches in syrup over the most powerful, intensely animalic stank of unwashed ladyparts that I have ever smelled in a perfume, and I don’t mean that in a good way." Robin at NST on the other hand pegs it a warm fruity musk adding "I don’t find it even slightly sexy, and it isn’t what I’d call memorable, but it doesn’t much matter: it’s by Beyoncé and it isn’t a complete mess". Others report that real human testers (in Miami) perceive it as a cotton candy and amaretto fragrance. Take your pick!

Whatever it is, it's definitely a case-study for the heads at Coty (the perpetrator), Parlux et al. and for marketers everywhere. Expect more of the same very, very soon! And if fashion designers are "only worth as much as [their] latest collection's success", then celebrities will soon be worth the amount of their celebrity scent sales. Mark my words!

Li Edelkoort, "Priestess of Trends", Predicts

Reading the credentials of Dutch-born, Parisian-living Li Edelkoort, sounds like an astounding pile of worthy accomplishements: Internationally acclaimed for pioneering the trend-setting concept, named by Time Magazine as one of the world's 25 most influential people in fashion and an unparalleled lifestyle expert, Li is president of Edelkoort Inc. but also of Trend Union Paris, Trend Union Japan, Studio Edelkoort and Edelkoort Editions. In short, if anyone is thinking of gauging what the market will bear, they only have to set their eyes on this meek-looking yet truly hypnotising and persuading woman with the piercing blue eyes code-named in the industry as "the oracle". As anyone who has met her knows well, she is able of persuading cows to buy milk!
So investigating about her views on upcoming beauty and lifestyles trends naturally interested me a lot and here are some thoughts worth sharing with you.

The whole notion of lifestyle is defined by Li Edelkoort as "an ensemble of ideas, attitudes, designs and aesthetics geared to celebrating life", the focus being enjoyment, deriving pleasure out of the process. But what made her become involved in it? Does she make the trends or does she read the trends? In her opinion trend-shaping happens by the public itself and by the environment. "Trends reside in the collective subconscious and in the unknown and can be detected by individuals who trust their intuition and are trained to detect signals at an early stage".

Reverting to the beauty and fragrance industry, reflecting upon the focus on wellness in the past decade, one is wondering what the evolution will be: Will there be a completely new concept or simply a recalibrating of the wellness ideal? According to Li, well-being will not cease to be important, verging not only to health and beauty but also to spirituality: "A more domestic way to look at household chores will ground us and make us appreciate life with simplicity. Sound, dance and music will be part of the well-being continuum".

For 2011 specifically the continuation of the "green" movement in the beauty industry and beyond and the reversion to the earth is looking like the main direction, especially in the realm of an economic crisis. In that regards she proposed grey as the transitionary colour. She hopes that a stronger bond between humans and animals will be generated, while the research for sustainable products as well as interesting new looks and moving fragrances will continue.

The opening of the new decade on the whole presents new challenges as the world is changing and after 30 years in the business, it comes as no surprise that Li is not only vaguely referencing a trend but putting a very specific context on it: Birds! I admit I was sceptical too, but hear her out please: "We believe that we will be moving in the next decade towards more community-oriented behavior. Our attitude will be one of respect for our environment and our species; this is the reason why we entitled our latest lifestyle & design forecast "we are family". Also, we were intrigued by birds and their social behavior for our new Trend Union autumn / winter 2011-12 fashion season, which we called "Taking Flight". Birds are a model of social connectivity and communal efficiency, as well as an incredible source of inspiration to develop rich color cards, fantasy fashion shapes, and nest-like weaves. Birds can also be a source for ideas in creative make-up, hair color, and hair styling".

Also worth reading, an article into the beginnings and confessions of Li Edelkoort on Wall Street Journal Magazine by Cecilie Rohwedder.

Li Edelkoort photo taken by Marie Taillefer

Sign of the Times (and a Little Rant)

When reading upon perfume boards one comes across an involved discussion by numerous perfume lovers about fragrances that could be aptly described by the rather ghastly term "fruitchouli", you realise that something is quite rotten in the kingdom of Perfumistadom! You might expect Tina Turner to get out the saxophones and break into "We don't need another hero fruitchouli" (beyond Thunderdom) and if you feel that way I can't blame you; who can? Three quarters of the market (at least the mainstream sector, but not exclusively) are inundated by the plague of fruitchoulis that walked the path that Angel paved and later Narciso Rodriguez diverted a bit. Talk about a snowball. But let's start at the top!

The very term "fruitchouli" was coined by an undentified perfume lover Mbanderson61, exasperated by the abysmall unoriginality that the fragrance market displays for some years now, churning out a flood of releases that mimic each other in a frenzied pace. The two main elements seem to be sweet fruity notes (a sad remnant of the anemic 90s where pastel fruits were left to substantiate "airy" or "watery" notes) and the newly refound note of patchouli, buffed and sanitized out of its hippy references and ready for its close-up, mr. De Mille. Hence the brilliance of the coinage of "fruitchouli"! It's surpemely evocative of the current trend.

Personally I would differentiate between the archetypal Angel and its clones/upstarts/homages (Angel Innocent, CK Euphoria, Coco Mademoiselle, Lolita Lempicka, Flowerbomb, Prada, Cacharel Liberté, Miracle Forever, Hypnôse and Hypnôse Senses, Nuits de Noho, Coromandel, New Haarlem...) and some other popular fragrances with patchouli, a family inaugurated by Narciso For Her (namely Lovely, Midnight Poison, YSL Elle, Gucci by Gucci, Chypre Fatal, Citizen Queen, Lady Vengeance, Perles de Lalique, Agent Provocateur...).
I would classify the former into gourmand orientals ~they're generally quite sweet and the fruitiness is more distinct, often underlined with vanilla/caramel/marshmallow/foody notes etc. The latter I would classify into floral woodies/"nouveau chypres" (technically the "new pink chypre" genre IS a floral woody; patchouli & vetiver base is considered a woody base). Michael Edwards classifies them in a seperate family within chypres (mossy woods) as well.

Making a conscious effort to sample and think about several new releases lately, I found myself bored beyond belief at the sameness encountered and my reluctancy to even bother putting a few words together for the benefit of the casual reader searching for opinions on the latest; such was the disappointment and ennui. From the uniform look, uniform style of the new Anthology line by Dolce & Gabbana to the inoffesive lappings of sweet nothings of Ricci Ricci (pity, the bottle is fabulous!) to the vinyl and "flat" rosechouli of the new Parisienne, all the way through the generic Idole d'Armani, I didn't feel myself moved beyond a cursory spray or two. When you have dedicated a personal site to fragrances and are writing on them professionally as well, this does forebode very gravely...
It's not the lack of artistry or technique in the execution of an idea, as some releases are competent. It's the idea itself that has become mundane, tired, overdone, vulgar; even though it seemed like a nice concept all those years ago! Like waking up in some Heaven where all the girls and boys look like Grace Kelly and David Beckham with a perpetual smile on their faces and delicious macrobiotic 4-course food is served at 12 sharp by white-gloved valets. After a while you just long to bring a scruffy Johny Depp and his Nabisco saltine crackers in bed, don't you!

Perhaps the most brilliant suggestion and new term/classification proposed comes from Perfume of Life's long-time member Mando who exclaims humorously (and expectantly): "I think the next wave should be "bootichouli" - chypres heavy with civet accents". If Beyoncé and Jennifer Lopez have bootylicious down pat and Kim Kardashian is famous for her derrière as well, then let's all pray that "bootichouli" can be the new trend in fragrances. Why not? It does present some technical problems, as civet is not exactly the most easy or ethical essence to harvest, but in an age where everything can be replicated in the lab using nano-technology-this and infra-technology-that, the illusion becomes much more of a reality (And there is already synthetic civetone). But that's besides the point really: The point is enough is enough! There is a ripe audience for a skanky new genre and we're cornering an increasing share of the market. Please hear us roar!

Art: Baloon Dog by Jeff Koons via flavorpill and
photo by Jemima Stelhi via files.list.co.uk

Back to the Future (of Fragrance this time)

Shaping the market of scent is not within our capacity, however mapping it is. And it seems like our antennae have been tuned to all the talk lately about a shift in consumers' tastes and a seismic change due to the increased information received by the Internet. This manifests itself with many signs, which we will tackle one by one.

First of all, the reign of "celebrity scents" is coming to a slow end. (Those are fragrances bearing the name of a famous person, produced by a couple of companies excelling in that brief, like Coty or Parlux). It's not simply that perfumistos, people with an acute interest in fragrance, are getting completely jaded and being vocal about it on online fora. It's also that there is simply too much celebrity juice out there.
In the article "Celebrity Scents Fall Out of Style: So Over It" by Carmen Nobel in Thestreet.com the author stipulates that "Tagging a perfume with the name of a celebrity goes back to the days of Coco Chanel. But the trend got a little out of control after the success of Jennifer Lopez's Glow, launched in 2002". After everyone and their grandma and their grandma's cook having a celebrity scent in the works, from athletes to actresses/musicians and authors all the way to reality-games-participants, it's getting a little tired and lots of people do not see the glamour or the relevance with certain celebrities.
The stats are a little shocking and show the proliferation of what seems like an oversaturated market: "In 2005, there were some 20 celebrity fragrances on high-end department store shelves, and by 2008, there were at least 47, according to Karen Grant, a beauty industry analyst at the NPD Group, a market research company in Port Washington, N.Y. And those were just the fragrances in the "prestige" and "premium" brackets, those that cost at least $50 and upwards of $75 per bottle, respectively."
The analyst also foreshadowed that the celebrity scents which would do well in the near future would be only the ones which are packaged in fancy presentations (Harajuku Lovers being an example)

But people are also avoiding perfume altogether sometimes: Too much juice sometimes produces a saturation across the boards. In an quizzical article on the Frisky fragrance shizophreniac (by her own playful admission) Erin Flaherty prompted by a no doubt exaggerated statistic (NB statistics can be manipulated the way one wants them to) intelligently discusses whether fragrance as a concept is knowing diminished popularity lately: Has perfume gone out of style? "When it comes to women and our relationship with fragrance, there’s something I’ve noticed lately, and it makes me wonder how many women out there wear any perfume at all? [...] the whole douse yourself in perfume before you leave the house thing hearkens back to another era. A lot of 20- and 30-somethings I know just don’t bother.[...] A recent NPD report showed that prestige fragrance sales in the U.S. are down 10 percent. This could just be due to the recession, but still. There’s also our generation’s obsession with individuality: Maybe we don’t all want to smell like the latest designer fragrance (or God help us, Britney Spears), and are more likely to create our own signature mixes using oils, a combination of perfumes, or are just content with our bodies’ own natural scents. Or maybe it’s just allergies".

On the other hand, there seems to be an indirect marketing strategy in which the familiar and old stanby, the fashion designer turned fragrance-churning big name, is used again in new and ingenious ways to provoke the response of a more aware consumer who is leafing through glossies like always, but is also interested in online information. Evidence: the latest column by Tina Gaudoin in the Wall Street Journal Magazine which tackles the Italian designer Giorgio Armani and his illustarted talk about scents and sensuality. (I admit I had no idea he had been in medical study at any point in his career! The things one learns...But I do adore capers!!!) Are the people reached that way more likely to sample his latest venture, Idole d'Armani?

On the same issue of the same medium there is another interesting piece about the most prized spice, saffron, a literal stamen by stamen worth of gold foil due to the labour-intensive harvesting. Saffron notes in fragrances have known a surge in niche releases and the reason is not hard to see, judging by the culinary effect the red spice possesses: "Comparing saffron to other culinary objets d’art is a nonstarter. Drugs are more appropriate. Too much and a dish overdoses on flavor. In excess, it can even become toxic. “Eating handfuls of raw saffron will shut down your liver,” Sharifi warns. But a tenth of an ounce, say, what Andrés might add to a saffron cake, can carry a dish on its shoulders, brightening the color to a golden orange and cutting the sweetness of a dessert with its grassy, metallic punches. (And just a dash will add at least a few dollars to the price of any dish.)" Would the popularity of exotic ingredients in cuisine result in an increased awareness of "scentsorial" experiences out of the perfume bottle? After all, smell and flavour are closely entwined and the discenring perfume wearer is often an equally investigative, adventurous foodie. Could these old, nay, ancient ingredients (crocus from which saffron is extracted was known by the prehistoric Aegean populations) become the new items to replace the pink pepper, the iris and the ~synthetic, by now~ oud which have taken the niche and mainstream market by storm these past two-three years? Cheers to a new route chosen, if so, and I raise my glass to this back to the future!

So the baton is on to you: What do you notice in your neck of woods about fragrance trends? Do people wear fragrance or avoid it, what is getting chosen most, are people inquisitive about new exotic or perhaps old-fashioned scents?

pic credits: bloogoscoped.com, aphrodisiology.com, girlinaglasshouse.blogspot.com

CK One new campaign: Musings on an All-Inclusive Marketing Culture

The emblematic fragrance of the 90s, the unisex CK One by Calvin Klein is relaunching with a new television and print ad campaign (shot by the legendary Steven Meisel), a beautiful song written by British musician and model Jamie Burke and a special, limited edition fragrance bottle packaged with an mP3 speaker.
The idea behind relaunch of the CK One fragrance is about bringing people together, regardless of their differences in age, culture, race or gender. It's about coming together, through the common and universal language of music.
From WWD by Julie Naughton (issue 01/09/2009):

"Calvin Klein plans to bring new attention to its CK One franchise with a new TV campaign to be launched Jan. 20. [...]"The CK One ‘We are one’ campaign is inspired by a social movement of people coming together in the spirit of unity,” said Catherine Walsh, senior vice president of American fragrances for Coty Prestige, noting the campaign’s centerpiece is a song commissioned from British musician Jamie Burke — who appears in the print and TV ads for this campaign, as well as two Calvin Klein Jeans spots. “There is such a natural synergy between the message of the campaign and the essence of our new president’s platform that it seemed the ideal moment to share the TV spot. The campaign — and its original song — give voice to an optimistic new generation, that certainly made its voice heard in the latest election. This is a celebration of the power of coming together as one.” Charlotta Perlangeli, vice president of global marketing for Calvin Klein Fragrances, added that the song will be available as a free iTunes download and on Ckone.com. “We believe it will help consumers relate more personally to the campaign,” she said. A print ad, featuring Burke with models of all shapes, sizes and skin tones, will begin running in February fashion, beauty, lifestyle and music magazines in the U.S. The campaign will also be online at CKone.com. Both campaigns were created with Laird and Partners; Francis Lawrence filmed the TV spot, which includes 30- and 60-second cuts. Steven Meisel shot the print ad.
Coty is reinforcing the music ties with a limited edition version of CK One. The bottle, which is emblazoned with the words “We are one” in a number of languages, is set into a base which includes a removable MP3 speaker. In addition, Coty will launch an all-over body spray in the CK One franchise. It is intended to be a lighter version of the CK One scent and is dispensed with an oversize pump, said Walsh. It will retail for $26. While Walsh wouldn’t discuss projected spending or sales figures, industry sources estimated the total media spend globally could top $25 million. Sources also estimated that the two limited edition products and the campaign’s effects could add $30 million to the franchise’s bottom line in the next year. More than 90 million scented impressions are planned globally".

Not coincidentally this relaunch coincides with the optimistic, all-inclusive spirit that has been instilled at the inaugauration of the new US president Barack Obama and his speech. The time is therefore prime for anthropological marketing that takes into consideration the very sensitive sensibilities of a culture founded on the principles of inclusion of all races, all religions and all sexual preferences. Unfortunately for many, the "One Drop Rule" seems to have been a custom in the United States for a long time, ie. "a historical colloquial term in the United States that holds that a person with any trace of African ancestry is considered black unless having an alternative non-white ancestry which he or she can claim, such as Native American, Asian, Arab, or Australian aboriginal. It developed most strongly out of the binary culture of long years of institutionalized slavery.[...]The one-drop rule was a tactic in the U.S. South that codified and strengthened segregation and the disfranchisement of most blacks and many poor whites from 1890-1910[..]Legislatures sought to prevent interracial relationships to keep the white race "pure", long after slaveholders and overseers took advantage of enslaved women and produced the many mixed-race children". (The following article is interesting to peruse).

In the historic times we're living, when the president himself is of black ancestry, it makes sense that such customs are better being left behind. Although it is no doubt of great importance to honour one's roots, an individual's human right is to feel however he/she wants to feel about them and not being dictated on how to, the right of self-definition becoming of paramount gravity; choosing to wear a label by ones'self or not choosing to. Subtler and more voluntary than hereditary traits such as religious choices should follow, naturally. And as to whether someone self-defines in the issue of gender, this is something that although still quite controversial is curiously often regarded with more lenience than religious or racial differences, perhaps due to the comparatively much smaller scale of those deviating from what is considered "average". Still, in a time when a transexual man gives birth to a baby, everything seems possible!
So even such a small thing as an advertising campaign that encompasses people of mixed races is a good thing! Nevertheless, I am looking forward to Coty Prestige choosing to show people of all ages in their advertisements, as the concept, placement and execution of the relaunch is clearly geared towards quite young people. As to the tyranny of beauty in advertisng (all the faces and bodies I see on the current advertisements are simply gorgeous) this is a general phenomenon in the market for fragrances and cosmetics. Due to my classical education and ancestry I personally embrace beauty for the ethical value that it definitely is in my own mind; yet I wouldn't be happy considering less than beautiful people excluded from such a thing as an all-encompassing campaign. Food for thought, dear advertisers!

For more information about CK One, you can visit the official ck one Facebook page, as well as the CK One YouTube channel.
The limited edition of CKone packaged with an mP3 speaker is available at Macy's retailing for for 50$US.

News & pics via press release, commentary my own.

La Petite Robe Noire by Guerlain: Say What? (New Fragrance Musings)

Some time ago, last August to be exact, Perfume Shrine had speculated that Guerlain would be issuing new perfumes soon with city/travel names etc. (you can read that article here) Among the already registered, copyrighted names was Habit Noir (=black dress). The name was eerily reminiscent of the classic masculine in the Guerlain range, Habit Rouge. It was perhaps the stroke of unoriginality to name something "noir" amidst a plethora of products on the market termed Black-this and Noir-that. Even Guerlain themselves had recently issued the limited edition bottle Black Mystery for their iconic Shalimar! It took a reader of mine to point out that Aromamundi had been privy to interesting facts:

"This sweet gentleman had access to the new Guerlain Homme quite some time ago, and talks about new Guerlain releases for 2009, including ("including", goodness gracious!), I quote, a "Voyages à ..." series (might be the capitals you spotted?), "Une Petite Robe Noire" centered around a candied cherry note*, and the "Habit Noir" you talked about".

To which I had replied:

"Voyages must be the line with the capital cities, Habit Noir must indeed be another Habit Rouge flanker and the Petite Robe Noire (sounds like an Frenchified Avon that one!! LOL) must be a new feminine limited edition, perhaps".

Une Petite Robe Noire has materialized and is set to go it seems, according to this press release appearing on Vogue.fr, hence the picture:

The fragrance, a fruity gourmand, starts on notes of Sicilian citron, licorice and almond*, over a heart of rose and smoky tea to finish on a musky and vanillic background ~translation by Helg

*{NB: Please remember how often the cherry-pie note and almond are referenced in heliotropin-based fragrances, which is one of the key ingredients in Guerlain fragrances}.
The bottle is the classic Mitsouko and L'Heure Bleue design with a sketch of a negligée-looking black dress on it that reminds me of several things: for starters Plum Syke's heroines of the chic-lit novel "Bergdorf Blondes" (English mid-maintenance girl goes to NYC and conforms to high-maintenance lifestyle aiding her "catch" the perfect romantic suitor where she leasts expect it); then the illustrations by Ruben Toledo in Laren Stover's delightfully light and fun "The Bombshell Manual of Style" (a beauty boards' afficionados best-seller); and finally the "girly" stationnery that looks like something coming out of a Sex & the City old filofax.
If I judge by comparable "guides" to looking elegant or looking French (tongue-in cheek or not) or even more weirdly living a la Francaise there is a wide market for that sort of thing! (I urge you to click on the links and see for yourself; one of the basic taglines for the book is "perfect black dress". Come to think of it, it's interesting to search "little black dress" on Amazon by itself!). And no nation wants to be Frencher than the North-Americans (the love-and-hate between those two cultures is well-documented). It's interesting to note that all those guides are written by English-speaking individuals with various degrees of competency or indeed fashion sense/knowledge (this one commits the grave faux pas of attributing an emblematic Givenchy dress worn by Audrey Hepburn to Coco Chanel for instance!)

The above observations are completely my own and Guerlain is not corroborating (nor refuting yet) any of the above. Yet, they're there! A direction towards the American market seems Guerlain's latest strategy it seems, as discussed in detail in The Guerlain Conundrum article here. But more importantly I sense a further disorientation in strategic mapping out: As succinctly our guest writer AlbertCan noted on Now Smell This :

"The little black dress? How is this referencing the Guerlain heritage?(Getting into Chanel marketing territory--yet again)".

Another reader comments on the heels of that:

"As for the "invention" of the black dress which has become a classic, I think this is now in the public domain. Most designers put them out and black is worn ubiquitously outside of funerals."

and another

"there is some book cover with a little dress... and it's a white dress, but it reminds me of that bottle"

and yet another

"Is it just me or did Guerlain just scoop up a name that would have been perfect for a new Chanel perfume instead?"

Aside from the well-known fact that Avon already has a fragrance exploiting the concept of the "little black dress" since 2001 in -you guessed it!- Little Black Dress by Avon, the name alludes clearly to what is considered a "chic" French classic. Vogue.fr presents the new Guerlain fragrance with the tagline "un parfum déjà culte" (an already cult perfume). Clearly the "cult" is the harvesting of the iconic status of the little black dress, a concept synonymous with images from another era.

But the thing is, the little black dress matched with the set of pearls and the red lipstick is such a cliché now that no truly chic woman in French-inspired Europe (or at least in the circles I move in!) readily chooses to wear it any more. I am not disputing the ease, comfort and elegance of the little black dress idea. I even have several in my own wardrobe. It is a landmark in the history of fashion for a reason! I am merely commenting on the over-analysed, over-simplified "trickling down" of its appeal which has conspired to ultimately cheapen it ("wear this and feel like Audrey Hepburn" proclaim all the rock-bottom and mid-price lines ~sorry, that ain't gonna happen that easily..). Personally, Hepburn physique non-conforming aside, I would never pick a little black dress for a semi-formal/formal occasion now exactly because it's so expected, nor would I pick a fragrance "to go with it" as a result.

But here is the really interesting part and pay attention, dear readers: One of the quite frequent questions appearing on fragrance-discussing fora on the Internet is about what fragrance to match with a certain "look". There was this example on a very popular forum a while ago, which I am linking here for your perusal and no doubt interesting deductions. The question was paused by a lovely American lady from New Jersey:

"This Saturday I will be attending a pretty swanky wedding. Guests have been asked to wear black and white attire. A friend gave me a gorgeous designer cocktail dress which I had fitted perfectly. It's very Audrey Hepburn and I can't wait to wear it. My mother had vintage heels and a bag which are the perfect compliment to the dress. I have not been this excited to dress up since my own wedding. Now that my clothing and jewelery are selected I've turned my attention to fragrance. What shall I wear? So, dear POL members, what fragrance would you wear with your "Little black dress"? I hope to be inspired by some of your suggestions."

I will save you the trouble of wading through the thread if you lack the time. I did it for you: The resounding answer is "something from Chanel" amidst other recs, very few of which happen to be Guerlains.
Something tells me headquarters are paying very, very close attention to what is being discussed online (the new marketing is taking note of online communities) and trying to come up with the tricky part of reconciliating the appeasal of the core fans of the Guerlain brand with the commercial potential of their new products. The task is Herculean, it's easy to lapse, alas and I am not unsympathetic: We LOVE Guerlain around here, if you've been reading Perfume Shrine regularly. And until I get my own share of juice to judge I cannot proclaim whether it is good or bad naturally.
But the news of the launch do give pause for thought, so I decided it's interesting to bring it into the open discussion arena and therefore I would be genuinely interested in your opinion, dear readers; here in the comments or privately if you prefer. As always rest assured that Perfume Shrine is respectful of every range of opinion.

Oh, and I almost forgot: of course La Petite Robe Noire is going to be an exclusive at Guerlain boutiques starting February at 100 euros for 50ml., which I have to admit is not unreasonable (Should you be concerned for Habit Rouge, there is a Sport version out shortly, see our previous news)

A 2008 Retrospective

The end of the year is always a time of contemplation: summing up what happened, what left its indelible mark and what could have gone better. This is true in all things and more so when one is compiling a list for publishing purposes such as happens here. Theoretically, this recap should serve as a history lesson in not repeating the same mistakes and helping map out a better and more fruitful new year. Arguably, as per Hegel, "we have never learned anything from history, or acted on principles deducted from it " [1] however, which is so painfully true for the fragrance world and the luxury section in general. But let's not dampen our spirits just yet! Perhaps as evidenced before someone is paying attention, so here's to a better 2009.
The Perfume Shrine, along with a group of esteemed independent perfume bloggers participating, decided to publish some musings on 2008 and its fragrant twists and turns. So here are mine.

Something is rotten at the kingdom of Fragland?
To take things at the top, the main problem is there are too many fragrance launches. I mean, they're like rice grains as a reward on a chess board in some ancient tale or microbes on a petri-dish: one is not having an embarassement of riches anymore, but an embrassement full-stop. I know I am not the only one who has become jaded after all this time watching one after another announce the new miraculous composition that will incidentally both cure AIDS and end world hunger while making us smell fabulous. It's hard to get surprised any more, I guess. Still, the latest Serge Lutens ~which my friend Denyse was first to spread the news of~, the upcoming Hermessence and the newest Annick Goutal have managed to create some palpitations to my -otherwise- lukewarm heart. I'd hate to be disappointed and it's rather late to plead with the companies and the perfumers to please not mess with my heartstrings (they're all coming out in January, so we'll find out soon enough), so I am merely extending my wishes for something if not magnificent and earth-shattering, at least interesting enough.
It's worthwhile to note that amidst what is generally referenced as the worst recession since 1989, the hyper-luxe companies, such as By Killian, state that they have not noticed a decline in their turnover. Sibyllic...

Everyone is an Expert
When "Perfumes the Guide" erupted at the end of last March like a Godzilla-sized "menace" (?) on the front of thirsty lands (the perfume-discussing ones, I mean), suddenly a whole stampede of people nodding their heads energetically started quoting bits and pieces in order to justify their personal preferences; while another group of people were actively voicing their opposition questioning the validity of those opinions in that book in not so polite terms. The phenomenon left us with something of the weird mix of mirth, sarcasm and pained empathy. (Surely the authors were entitled to their opinions, weren't they? I thought they were).
Never before has such a small world taken itself at such breadth of importance! It was like watching Tim Burton's "Mars Attacks" with lots of popcorn. It was almost certain the authors would intellectually appreciate the crassness of Gaultier's Ma Dame. So what? You don't have to wear it! I doubt they're advocating that you should! They're simply evaluating its lack of pretence (good thing).
Yet suddenly the ratio of traditional press articles quadrupled with some quite original and serious and some hilarious results! Suddenly fragrance writing became big business. And although one could trace this last bit all the way back to The New York Times appointing Chandler Burr a scent critic a couple of years ago, this year's evolution has shown that starting one's own site or writing a piece for a newspaper leaves all the holes of one's semi-knowledge free for filling with fresh air. I am personally enjoying the wide selection ~when before did news circulate so quickly, as to make the new exclusive, moderately-priced Comme des Garcons sell out of stores carrying it in one day?~ that this development has given us, but I am urging you to judge with your best analytical and rational criterion while reading. (Obviously everyone has their own opinion, but not every journalist knows some facts).

Intriguing Trends I Noticed
Speaking of wishful thinking for 2009, I noticed that already 2008 brought a handful of things that raised my antennae to the direction of Interestville. Namely, the new direction for woody fragrances for women, the widening of selection of florals for men, and the ressurgence of melon notes through non-Calone [2]-using ways. A handful of genuinely intriguing trends emerged.

Woody fragrances are nothing new, but it seems that they have caught the eye of the makers of feminine fragrances: Sensuous by Estée Lauder, Magnifique for Lancome and Secret Obsession by Calvin Klein. From the predictability of the first to the hypersweet distortion-of-facts of the second and to the spicy austerity of the third (which I prefer out of the three, if pressed), I was pleased to witness a new trend coming, after what seemed like a tsunami of fruity florals and an oversimplification of modern chypres. May they continue (but with better compositions please)!

Floral touches for men took over where the pioneer marketing of Dior Homme had left: the metrosexual of 2008 is not afraid to wear his heart flower at his sleeve and go for Kenzo Power or Prada Infusion d'Homme. Then again, he can always fall back on Polo Modern Reserve by Ralph Lauren and its butch retro-machismo!

Melon and aquatic notes have been anathema for a whole (young) generation who grew up lisping "niche" and shopping at Aedes and Luckyscent with all the gusto of a card-holding dot.com progeny. Well, there's nothing like an old trend coming over for revenge and it seems like three 2008 releases are having a laugh at ou expense, admonishing us to shed our preconceptions and stop being annoyingly snobbish: Jean Claude Ellena did it first with Un Jardin Après la Mousson for Hermès and his daughter Céline followed with Sublime Balkiss for The Different Company, while Bertrand Duchaufour is continuing the laughter behind our backs with the river-like Fleur de Liane for L'artisan Parfumeur.

And then, there was Dans Tes Bras for F.Malle. Interesting to be sure.

My Coups de Foudre!
Then again there were some straight-arrow shoots who came up with things I loved immediately: a couple have even won pride of place in my ever-overspilling bottle collection! I feel for the honeyed apricots soaked in spices of El Attarine as soon as I smelled a sample. I came to love the somber, cool and warm antithesis of Serge Noire. Serge Lutens has largely redeemed himself in my eyes for the rather unoriginal latest releases of previous years. He has earned a grace period.
Chanel has also come up with a true rose-cut-like gem (Sycomore in Les Exclusifs line), a graceful if a little too pretty for its own good twin-set of a scent (Beige in Les Exclusifs) and a genuinely modern interpretation of an iconic milestone (No.5 Eau Premiere). Well done!
Suprisingly, Guerlain has produced only one modern fragrance this year that I liked in a year that was scattered with vintage acquisitions for me: Cruel Gardenia. But don't be fooled by the name, because it smells neither cruel nor gardenia-like (and I doubt they intended it to be either!). Still, this soapy prettiness has crept up on me. Don't get me started on Les Elixirs Charnels/ Carnal Elixirs though. Just don't!

Personal Growth
This year has been fulfilling on a personal level as related to my work here on Perfume Shrine and to my capacities as a fragrance writer and consultant. I have learned a lot of new things (for a constant student like myself, I have still lots of ground to cover though!), have expanded my horizons conversing with professionals who have taken an active interest in Perfume Shrine and am ready to relay my adventures with people who have a genuine passion for the art of perfumery. On top of that, in what started as a panicked attempt to salvage whatever I could out of a fragrance world that is constantly changing and rationing perfumery ingredients, thus creating a shortage in beauty, I finally managed to obtain some rare vintage collectibles which have graced my collection and have touched my historian's soul: Pour Troubler, Djedi, Fleur de Feu, Atuana, Ode, Liu (all by Guerlain, click to read reviews), Dior-Dior, Shiseido Nombre Noir, Lanvin Scandal...I am deeply thankful for the journey they have taken me on.
Last but not least, I have cemented a true rapport with my loyal readers, my guest writers and my perfume community friends and for that I am truly honoured.


Don't forget to check out what other bloggers have to say when recapping 2008 in their own words:

1000 fragrances
Ars Aromatica,
A Rose Beyond the Thames
Bittergrace Notes,
Grain de Musc,
I Smell therefore I Am,
Legerdenez,
Notes from the Ledge,
Olfactarama,
Savvy Thinker,
Smelly Blog (and her "best of" list)
The Non Blonde
and Tuilleries.

[1]approximate quote, Hegel referred to goverments.
[2]Calone is the sregistered name of a ynthetic aroma-material that dominated the 90s fragrances with its aquatic green melon note.

Best of the next? What lies ahead

Today after last evening's festivities I did not have lots of time or energy to write a long review or an elaborate article. I did come by a new reportage on Osmoz though and thought you might find it interesting too, so I am in turn reporting it. After reading interviews of new fragrance designers and noses as varied as Marie Salamagne of Firmenich or Celline Ellena, daughter of Jean Claude, we come to the conclusion that they share one common feature: they are all young, upcoming, the future of perfumery. Reading about their way of thinking has a voyeristic thrill for me. Worth checking out here. You should click on the black and white pics that appear as a "banner" to read individual reviews.
If you want to see what the editors of Osmoz picked as best from the young perfumers' respective creations, you can jump right ahead here to see their selection of feminine and masculine new scents and take notes on what to try to smell next. Happy sniffing!

Pic comes from thriller film "Ils" courtesy of Athinorama