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.
Every time you speak with a member of staff in a department store, or pick up one of the various perfume discovery boxes that are available, your recommendations will often be decided “for” you rather than “with” you. The sales assistant may be on commission for a certain brand, the boxes may be filled with what’s available rather than what’s requested, and so it’s not really a true indication of what suits you. In-depth and unbiased perfume consultations are available in some stores, but what happens if you’re not near one of them? Enter Fiole, which promises to be “the world’s first virtual perfumery”.
Whenever I interview people for “Stephan’s Six”, the question about their first scent memory often gravitates towards deliciously scented food. The aroma of fresh bread, the sweet scent of buttercream, or even zesty homemade lemonade, these subconscious childhood fragrances can really shape our future perfume preferences. No one can forget the experience of biting into an unripe gooseberry, or getting to lick the uncooked cake mix off the spatula, so finding all of these sensations combined in a perfume is an unexpected treat. Får from ånd fragrance is the latest in their collection, and it’s every Bake Off fan’s dream.
When we talk about the newest fragrance, or the latest must-have release, our thoughts will instantly turn to those images of the bottles that we’ve seen in magazines or online. We instinctively look forward at what is to come, but there is a treasure trove of perfumes that are also waiting for us in the past. The idea of “newness” is often confused with “latest” but, if you stop and think about it, everything is “new” to someone. With finances getting a little tighter, some historic searching can turn up some fantastic fragrances at inexpensive prices. So, with that in mind, it’s time to rediscover Halston 1-12.
I’ve never been able to pin down a particular season that I love over the others, and I think that’s because each of the four have their own individual appeal. Summer is the time for hot weather and shorts, autumn means watching the leaves turn from green to brown, and winter definitely sees the appearance of Christmas trees and spices. However, spring always feels like it’s the start of something new. The first blossoms on the tree, the daffodils pushing through, but all with a very present touch of crispness in the air. We’re not far off the start of spring now, so what better way to get in the mood than with Fleur Verte from 1000 Flowers.
If the past two years have taught us anything then it’s surely the importance of space. We all spent so much time stuck at home that it gave us a much-needed opportunity to look around at a lifetime of amassed belongings and ask, “Do I really need all of this?” In the world of perfume we’re always encouraged to go bigger and invest in the largest size, whether we want it or not, but a few companies are thankfully starting to go in the other direction. Le Jardin Retrouvé has just launched a new 15ml size in all of their fragrances, and there’s no better way to try out this space saver than with the classic Eau des Délices.
If you’ve had the same weekend that I’ve had then it’s mostly been spent worrying what Storm Eunice was planning to inflict upon us. I got off fairly lightly, four ridge tiles crashed down off the main roof and landed on the kitchen extension, but it did mean that there was a definite need for something that could provide a little additional calm and relaxation. With the insurance claim under way, I turned to the gentle flicker of a candle flame. Luckily for us all, Ancienne Ambiance have the limited edition Bella Bergamotta to soothe away our troubles, but you’ll need to be quick if you want to get your hands on one.
When we think of the word “niche” our minds almost immediately start seeing pounds signs and three figure sums. A company that isn’t part of a major corporation will of course have extra costs, and these often end up being transferred to the customer. However, this doesn’t always have to be the case. If the bottle isn’t the most expensive looking, or the box is perhaps a little basic, isn’t it the contents that are the most important? Prestige de Menton is a well-known perfume brand in the south of France and celebrates its 75th birthday this year. So, there's never been a better time to rediscover Irizom.
One of the hardest things to decide as a perfume company is how you’re going to tell your story to the customers. The fragrances aren’t always enough by themselves. Sometimes it’s that little extra piece of information that will turn a browser into a purchaser. Getting it wrong at the beginning can often be difficult to correct at a later date, and so it’s always worth making sure that you’re 100% happy with your decision. One company that absolutely nailed this was The Perfumer’s Story and, as we approach their seventh birthday, it’s time to go back to the beginning and rediscover Mystère Vetivert.
