Couple of interesting articles today on perfume.
First, the Detroit Free Press covers celebrity and celebrity-endorsed perfumes, which now make up 23% of the top 100 perfumes. That figure kind of stunned me. Offerings coming up are from Derek Jeter, Lindsay Lohan, Hilary Duff, and Mariah Carey. I see this as just a bad trend since almost none of this group of fragrances ever seems very inspired. Some of them are pretty good as far as sniffage, but all tend to be not very unique, aimed more at capturing a “star smell” than to create a unique fragrance. Shame, that.
In contrast is this article, which covers how some fragrance companies are relaunching old fragrances to bolster profits. Coty is bringing back ck One, Clinique is bringing out a big ad campaign for Happy, Prescriptives plans a big relaunch of Calyx. To me, most of these aren’t that old. I would hope they’d dig a little further back into the historical closet for some great classics. There’s my age talking.
That article also states that the average life of a perfume is a year, as opposed to five years or more before 2000. The capper statistic in this article is they say if you combined all the perfumes that came out between 1970 and 1989, that’s still not as many launches of perfume that came out in 2005.