As we take our first steps into a new year it's customary to look back on the previous twelve months and celebrate successes, whilst saying goodbye to failures. Well, the perfume industry is no different. The list of new releases gets longer every year and so casualties are inevitable. When decisions are made commercially, rather than artistically, love goes out of the window. With accountants entrusted to make the choices, is it true that "when love goes wrong, nothing goes right"?
There has always been a rush to copy successful perfumes or styles, but when a marketplace gets flooded with them then it is inevitable that the original will be the one to survive. The accountant’s spreadsheet will always aim to end in the black, but when commercialism starts to fight against a brand’s heritage, or the public’s expectations, then it can quickly spiral down into the red. Yves Saint Laurent, Guerlain and Penhaligon’s have all fallen foul to this trend during 2015, and whilst there’s light at the end of the tunnel the journey is far from over.
