SOMETHING OLD, SOMETHING NEW

"Fragrance that used to whisper, now have to shout..."

Whilst watching the first part of a perfume documentary series, it got me thinking on how popular are perfumes nowadays? The documentary stated how brands now have to try and convince the younger generation that it is a 'liquid luxury', and should be an object of desire.

For me personally, I have scents that I like, but I would only ever get them as gifts- not something I would want to spend a lot of my own money on. That is also the case for a majority of people, as discussed in seminar sessions there is a common theme of perfume being something that you would never purchase yourself, instead something you would receive as a gift. But why is it not something you'd desire as much as say an item of clothing?

As mentioned in the program, around 20 years ago, there would be around 150 perfume launches a year. In 2011, that number increased to over 1200. So with the vast variety and range produced, it is clear to see how people are overwhelmed. So overwhelmed, in fact, the consumer no longer wants to be involved with perfume on a personal level?

With the marketing of the product now being as, if not more important as the scent itself- it shows how what was once seen to be a signature and distinctive item, has now been turned into a weapon for competition to try and be the best and gain a new customer. But once you have got that sale, how many of those customers stay loyal to that particular scent now? Before, you used to find a scent you liked and stick with it. Now, perfume is deemed to be a fashion accessory that you should switch up regularly. 

I feel it is almost evident that people rarely buy their own perfumes, through the fact the biggest perfume sales are on Christmas Eve, alongside the time leading up to Mother's Day. As it is clearly a 'last minute' cop out gift for partners and family members. Perfumes are something you buy someone as a safe gift, when you don't know what else to buy.

This problem will never go if the marketing and re-producing continues. Brands like to reinvent and remind their consumer of their perfumes. An example is by Calvin Klein, originally creating CK One, but then producing CK Two, to then go on to launch CKin2U. It is like an never-ending cycle.

As a conclusion note, when was the last time you brought your own perfume? Or went out looking for a new perfume? What do you think is leading the fragrance market to be so competitive?

Watch the documentary series here: https://www.youtube.com/watch?v=annRzLYrRwM