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 Guerlain launched La Petite Robe Noire Eau Fraîche in 2015 everyone presumed that the wardrobe was complete. That fourth release, or sixth depending on how you're counting, was a "fresh" interpretation and complimented the other three. However, just when Guerlain fans breathed a collective sigh of relief William Lescure, president of Guerlain Canada, dropped the bombshell that there was an exclusive "sweeter" version on the horizon, but it soon became clear that it would actually be a worldwide release. The new edition, La Petite Robe Noire Intense, is really good, but then I've been enjoying it for four years already!
One of the problems with perfume, as with most other hobbies or pastimes, is that there will always be an element of snobbery from certain camps. This can be around a particular brand, certain perfumers, even the direction that companies choose to take their scents. I find the greatest cause of misinformation usually comes from this group as they wage a war against anything that classifies as "mainstream". The word that is bandied around constantly at the moment is "niche", but is it time that we finally put it to bed in favour of a different one? I know that I am sticking my head well and truly above the parapet but my heckles are raised and it's time to voice my opinion.
I don't think that anyone could have truly predicted the phenomenal success of Lancôme's La Vie Est Belle back in 2012, and as we start 2016 few would have thought that a sixth version would be about to launch (excluding special editions). The key to the range's success was surely that each successive release was based on the original but pulled a different aspect of the fragrance to the fore, so the customer already had a familiarity with each new addition. The latest version, La Vie Est Belle Florale, launches in the UK on 21st February so let's take a journey through the whole series before seeing what to expect from the new one.
