Alternative spins on established styles are one way that the perfume industry continues to reinvent itself with each new release. Whether this is a particular fragrance family, a worldwide bestseller, or even a specific ingredient focus, it’s the new presentation of something which has a familiarity that often grabs the attention of customers above a wholly new idea. There are few perfume inspirations that haven’t been done in one way or another other in the past, but the new Artemis from Soki London absolutely lives up to the well-known adage that “if you go down to the woods today, you’re sure of a big surprise.”
When we talk about luxury fragrances the focus is often firmly fixed on the rarity of ingredients, the limited quantity produced, and even the perfumer behind the scent. It all goes to create that appearance of luxury, and to explain the price that is usually attached to the perfume. However, the other way to simulate luxury is to align with an existing luxurious product. Whether that’s a celebrity, a destination, or a clothing brand, their kudos brings an established and dedicated following. This was the route that Bentley took when they entered the perfume market, and their latest fragrance Become continues the experience.
January is the perfect time to take a pause after the madness of Christmas and hunker down before the deluge of new perfumes start coming at us like cabs off a rank. In the never-ending quest for increased sales and contented customers, the big brands are gearing up to build on the successes of 2024 with the latest flanker and hottest trend, but there are also some hidden gems out there that are waiting to be rediscovered. So, we’re heading to the high street to spend some time with Elizabeth Arden, and perhaps even introduce you to your new perfume in the form of White Tea Eau de Parfum.
The first perfume a company releases is often the fragrance that the creator has wanted to realise their whole life - whether that's the embodiment of a person, a place, or an emotive experience. It’s the releases that follow however that can cause the issues. Will the second, third or fourth be met with the same response, and is the inspiration strong enough? When Charles Wong launched Aurora back in 2019 he started gently but, over the following two fragrances, has grown in both scented drama and luxurious subjects. The fourth perfume in the collection takes us to the South East of France, and is as beautiful as its inspiration.
