Every year brings its share of triumphs and disasters, with the latter currently being solely reserved for the revolving door of Prime Ministers that the UK has recently had to endure, but the perfume industry always manages to shine a light in the darkness. 2022 was the first year since lockdown that every company's plans could be relied on to go full steam ahead, and the results have been well worth the wait. So, as we approach the end of 2022, it’s time to look back at twelve months of reviews on stephanmatthews.com and, while once again channelling my inner Blyton, pick My Favourite Five.
The launch of a new fragrance company is often accompanied by a “bells and whistles” approach to marketing, and the inevitable combined saturation of every social media channel. It absolutely gets you noticed, and very quickly, but whether this initial interest is lasting is another thing. That’s why more and more companies are taking the slow and steady approach, in the hope that they will create loyal customers that are genuinely interested in the brand. Elementary did exactly this when they launched at the end of 2019 and, now in their third year, it’s time to revisit the creative duo and rediscover Lowbrow Jazz.
We often talk about the companies that had made plans for 2020 and, for obvious reasons, had to shelve or postpone them. What we seem to forget though are those brands that had literally launched at the end of 2019 and so had to navigate a very difficult online retail period. They had to be sensitive and not exploitative, informative as opposed to lecturing, and visible without being overbearing. Many companies fell down on these, even established brands, but there was one that sailed right through. It’s time to reintroduce you to Elementary and, with the sunshine starting to come through, bask in the joy of Lazy Sage.
Starting a new perfume company is a venture that can be fraught with delays and disasters but, if you’re lucky, can also prove to be one of the most exciting rides of your life. Everyone offers opinions on bottle styles, graphics, and even launch dates so navigating people’s good intentions can be tricky. Sometimes coming at the whole enterprise from a different angle can reap its own rewards and this is where we find ourselves with the latest addition to the perfume market. Elementary has launched Unscheduled Wander, an olfactory Time Machine that positively revels in the androgynous beauty of the chypre fragrance.
