Perfume Notebook Autumn-Winter 2004. Introduction.
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The launches this season have a quality feel, they have dressed themselves in beautiful raw materials, opulent backgrounds, dark reds, profound purples and precious metals. Typical examples of these luxury perfumes are Visit for Woman, Cinema, Apparition, Prada, l’Instant pour Homme or Issey Miyake’s l’Eau Bleue pour Homme.
Many of last year’s launches have found their better half: Visit, Pure, Burberry Brit, Magnetism, l’Instant, Echo. This gives consistency to the launches and slows down the “one-shot” effect.
Glamour Lolitas (Envy, Britney Spears, Touch of Pink….) continue to provide inspiration to certain brands and constitute an interesting target.
In terms of marketing, the recent launches tend to create their own concepts rather than use the brand or another successful fragrance as a reference.
Chêne – Serge Lutens
Daim Blond – Serge Lutens
L’Eau des Vanilliers – L’Occitane
Timbuktu – L’Artisan Parfumeur
Aigner Black – Aigner
London – Paul Smith
Furthermore, many highly selective fragrances (with restricted distribution) are being launched in Europe – Hermessence by Hermès(4), Cologne by Dior(3), Prada Edt(4), with the intention of insuring the brand’s image and singularity rather than realising a significant turnover. In other words, they are using the intrinsic value of the brand.
In terms of marketing, we see master branding playing a key role in this year’s launches giving consumers the newness they crave while further cementing a brand’s image
Celebrities are crashing the fragrance party, whether via advertising or launching their own signature scent:
An air of exclusivity is in evidence from the launches of fragrance collections from prestige fashion brands Hermes, Prada and Dior
Pink – Women’s
Blue – Men’s
Green – Paired