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 quest for new experiences and undiscovered places is something that seems to resonate deeply with fragrance fans. This may be because the ingredients that are used in perfumery come from all around the world, perhaps it’s because we understand the exciting link between science and synthetics, or it could just be that we’re an inquisitive bunch. Whatever the reason, linking fragrance to the idea of mysterious lands and vast oceans is irresistibly tantalising. When Histoires de Parfums used Jules Verne as the inspiration for a scent it was always destined to have a nod to travel, so get ready to set sail with 1828.
The world of perfumery is one that can draw an individual in many different directions, and that is certainly true of Alexandre Helwani. He's the founder and lead writer for The Perfume Chronicles, perfumer in his own right, and also the insightful brand ambassador for Histoires de Parfums. However, I thought it was time to dig a little deeper and discover his scented secrets during “Stephan’s Six”.
When companies give perfumers the brief for a new release, there’s always the possibility that it will go in an unexpected direction. We all interpret things differently, whether that’s music or words, and the joy is often discovering how those descriptions have been translated into scent. Some perfumers will accentuate animalic notes, others revel in the piercing aromatics, but a creation will ultimately be born. When Electimuss London began work on their new release, they wanted to realise a fragrance that celebrated the Roman Gladiator in all his glory. Gladiator Oud is the result, and it’s the perfect example of excess within control.
The word “luxury” is one that is used very freely in the world of perfume, but it doesn’t always feel as though it suits every intended subject. There are many aspects that can let the whole experience down. This could be an ill-thought-out piece of packaging or, in some instances, scents that don’t live up to expectations. To be a truly luxury brand you need all of the pieces of the jigsaw puzzle to fit together perfectly. One of the most recent examples of a company that has got it exactly right is Electimuss London. Now in its seventh successful year, let’s go back to the beginning and rediscover the indulgently decadent Black Caviar.
Reinvention is often seen as the way to keep perfume companies relevant in the fast paced world of “here today and gone tomorrow.” Unfortunately many that go down this path lose sight of the special magic that made them successful in the first place, and so end up pushing their loyal followers away. A wonderful example of how to actually make this process seamless is Berdoues and, in particular, the latest addition to their Grands Crus Collection. By taking inspiration from the past and mixing it with a little Mediterranean magic, Berdoues have added some much-needed sunshine to the winter months in the form of Capri.
