Find out from Sue
Phillips, Fragrance Expert who launched TIFFANY, BURBERRY, TRISH McEVOY and
fragrances for AVON and more!
In a crowded fragrance market, estimated at between
$28billion - $35billion(depending on which research company you follow), the Celebrity Scent category has now lost
it’s bloom!
In just the same way that Social, Political and Economic
trends have shaped our past, present and future, Fragrances can reflect those
macro trends!
From as early as 1953 Celebrities have aligned themselves
with fragrance. The fragrance category was mostly dominated by designers with
one of the first, L’interdit by Givenchy, who collaborated with Audrey Hepburn
for this iconic fragrance in 1953. Norman Norell launched his fragrance
“Norell” in 1968 and then Karl Lagerfeld introduced “Chloe’ in the late 70’s.
And who can forget the incredible spicy “Opium” by Yves St Laurent, which
personified the 70’s? Then Giorgio Beverly Hills fragrance was launched in 1981 by Fred Hayman and then-wife Gale
Hayman with a fanfare normally reserved for a major perfume house launch, and
never before seen for an independent boutique brand. Since then the
Celebrity category blossomed with Cher’s “Uninhibited’ in 1987 and Elizabeth
Taylor’s “White Diamonds” in 1991.
As the economy slowed down in the 90’s the watery,
transparent fragrance “L’eau d’Issey” was in sharp contrast to the heavy
distinctive florals of the previous decade as consumers pulled back from showy
opulence! And once nostalgia set in as
the new millennium began, with a desire for the classics of the past and a
resurgence of much-loved classics gained momentum once again with fragrances by
Chanel, Dior, Yves St Laurent enjoying popularity.
In the last decade Oud fragrances became popular as
perfumers went back to the earliest roots of perfumery and concocted
modifications based on oud and incense. And Rose is now
becoming the new darling (once again) as the inspiration and epitome of femininity!
Over the
last few years, every Celebrity, Actor, Sports figure, Artist , Photographer,
Talk Show host and Liquor companies have launched fragrances and the
proliferation of celebrity and designer scents continues. The consumer has become confused with such a
large array of fragrances that seem similar.
However,
with social media burgeoning, between Twitter, Facebook, Pinterest, Instagram
and others, the consumer is now voicing
their thoughts on blogs about fragrance and ‘bespoke’ perfumes is becoming the
NEW trend.
Why
Custom Perfumery? Previously once the
domain of Royalty and the very wealthy, who wanted an exclusive fragrance for
themselves and didn't mind waiting for months or years for it to be developed, technology has made fragrance development a
lot more available. Consumers are now able to enjoy affordable luxurious
fragrances for themselves, and don’t have to wear what everyone else
wears. They learn about the magic and
mystery of fragrance at seminars and create their own at Scenterprises (www.scenterprises.com)
