The perfume industry is the same as any other industry in the twenty first century, it has to move quickly and follow trends. Yes, there are some companies who actively try to go head to head with customer’s expectations and these are to be applauded. They offer a beacon in a sea of similarity but in all honesty, and I know that I will get shouted at for saying this, is there really a problem with companies taking the lead off their competitors? The powerhouse that is Lancôme’s La Vie Est Belle has spawned multiple “homages” but so did Chanel’s No.5. So, are we being too harsh on an industry where being "on trend" is nothing new?
When Gabrielle Chanel launched her famous No5 in 1921 she could never have imagined the effect that it would have on the perfume industry, although her fierce determination would certainly have wanted it to be an international success. What Ernest Beaux's perfume did was to create a completely new category of scents, the Aldehydic Floral. Aldehydes were nothing new, Guerlain had used them in the 1889 Iris Blanc, but what was groundbreaking was using them in such large quantities. Now, copying successful perfumes was commonplace, even then, but let's take a look at the one that almost destroyed No5 ... L'Aimant by Coty.
