One of the biggest challenges that faces any company is staying up-to-date and relevant in an ever-changing market. With so many choices thrust onto customers every day, remaining at the forefront of their minds is the constant goal. Sometimes a brand will opt for a revamp and refocus to continue the ongoing fight against the competitors, while other times they will do a full reinvention. Told London is the latest company to pitch perfectly when it comes to their reinvention and, alongside a recently announced Best Newcomer nomination in this year’s Fragrance Foundation Awards, they are already gathering a loyal following.
The worlds of fashion and fragrance have always gone hand in hand, and it’s a tradition that shows no signs of slowing any time soon. These two industries survive on their ability to be inspirational and, more importantly than ever in an oversaturated perfume market, wearable. The mention of fabric “notes” or “velvety” finishes are a great way to spark the imagination when it comes to a customer’s appreciation of a scent, but it also feeds into that all-important fragrance description. One of the most recent additions to the fashion crossover is the re-emergence of tie-tastic Hugh Parsons, and the evocative Camden Town.
The seasonal release from any perfume company is often looked forward to with a greater anticipation than their main ranges, because the excitement of discovering the latest treat, and also knowing that it’s a limited edition, turns the act of wearing fragrance into something even more special. Summer and Spring launches were historically dominated by Bronze Goddess from Estée Lauder and the Aqua Allegoria collection from Guerlain, but all of that was challenged in 2010 when Fragonard began its own seasonal scent range. This year sees Fleur de Citronnier take centre stage, and the result is an uplifting delight.
The celebratory side of fragrance is something I’ve covered often when writing about perfume, and it always goes hand in hand with a desire to make memories. The link between scent and recollection is well documented, so it’s hardly surprising that companies turn to this olfactive format when wanting to cement an occasion or even a location. New fragrances that centre around a brand’s journey or particular milestones are a great way to recognise loyalty, but the perfume also has to stand on its own. 312 Saint-Honoré from bdk Parfums is the perfect example of scented celebration meeting stylish sophistication.
Our lives often seem to be centred around finding “the one”, whether that be the perfect relationship, the ideal job, or your forever home. But the concept of “the one” also extends to perfume. There is still a fashion for hunting out a “signature” scent, that is one that you’ll be instantly recognised for wearing. I’m sure there have been times when you’ve known who is about to walk into the room before you see them because of their fragrance. However, with so many perfumes to choose from, where do you begin? Well, Ruth Mastenbroek has given you the perfect starting point with her aptly named Signature.
What makes an interesting and original perfume? It’s the question that I get asked most often, and one that companies constantly strive to realise in every new release. In a market that is over-saturated with launches, and chock-a-block with “trends” that often seem to merely be a rehash of previous ideas, uncovering that elusive point of difference is vital if your perfume is going to stand out from the competition. One of the ways that a new slant can be thrown on scent is when its country of origin is not what you’d expect, and that’s exactly what’s on offer with Printemps from Organ Tale.
Simplicity in scent is something that's often attempted by the perfume industry but, with the exception of companies like Shay & Blue or 4711’s Acqua Colonia collection, results can be quite linear and uninspiring. The complexity of traditional methods ends up being replaced with single notes, or a blend of similar aromas, so there isn’t any excitement in the finished fragrance. One of the companies that have managed to embrace “simplicity” but also still retain “style” is Obvious Parfums. With the moto that their fragrances are “simple, sophisticated and respectful”, it’s time to discover the distinctly different Un Patchouli.
The question of how a perfume company can expand its range, and at the same time potentially attract a new set of customers, is one that every brand has to eventually ask itself. It’s very easy to continue in exactly the same vein, especially if you’re experiencing success, but this can also actually limit a company’s overall growth. If you’re famous for exceptional extrait strength perfumes then the obvious route is to move into the more affordable Eau de Parfum concentration, but this needs to be done sensitively. One company that has achieved this seamlessly is Widian, and their Almond fragrance is absolutely delicious.
The second perfume that a company releases is often the hardest to truly crack, because you’re riding on the success of the first but trying to stretch your creative horizons. Finding the middle ground in the battle between being too safe and too divergent becomes the scented goal. There have been many examples of the follow-up fragrance not hitting the mark, and so hearing that Leonie Sherif was releasing Twilight, her second fragrance, brought feelings of excitement and trepidation in equal measure. This songbird is no stranger to experimenting with musical chords, but would the perfumed ones be just as accommodating?
