The whole perfume industry is currently going through one of its biggest ever upheavals. All of the established rules of launching, promoting, and selling fragrance have been thrown up in the air because our personal interactions have completely changed. With more of a reliance on the internet and social media, the way we view and experience scent has dramatically altered. This means that we're literally living life through somebody else’s lens, and it was this idea that brought to mind Ulrich Lang’s high definition Aperture. Originally launched in 2014, this seven year old photo-collaborative fragrance is the perfect example.
The reasons why someone launches their own perfume company are always so varied and that can also be said for the background of the founder. Some may have been inspired by a lifelong interest in fragrance whilst others may have already worked within the industry for many years. Both have their advantages and disadvantages but, because the nuts and bolts of releasing a fragrance are so much more than just creating the scent, a little bit of inside knowledge can be helpful. This can certainly be said of Ulrich Lang whose most recent fragrance, 17 Nandan Road, definitely hits the right note in both scent and styling.
