From Marketwatch via The Youngstown Vindicator January 22 2007.
They may be called Eternity, Addict and Obsession, but fragrances, and their makers, are struggling to captivate an increasing fickle customer.
Blame it on the unquenchable thirst for novelty and a shrinking attention span, but while consumers were once loyal to a scent for years, most now own a half a dozen(or a couple hundred) different fragrances, dabbing a drop of one or the other to suit a mood, an outfit or season.
That's put cosmetic firms on the back foot, forcing them to innovate, repackage and promote many scents each year than they marketed even a decade ago. The trend to repackage & tweek fragrances is something that irks me. I spent a good 15 minutes trying to tell the difference with all the versions of Stella McCartney. I will never get those minutes back!
Of course, there are exceptions, like Estee Lauder's So Beautiful (This juice is so damn pretty) and the Prada Amber(If you can find it!).
Paris based L'Oreal, the world's No 1 cosmetic group known for its Lancome and Carcharel lines said in October that lackluster third-quarter U.S sales were partly due to a loss of sales momentum by fragrances. Please whatever you do...do not take Mille & Une Roses away. This is the best fragrance you have. It needs to be promoted and cherished. Why did I have to read this? Now I am scared and feel like hoarding bottles.
Meanwhile, at department stores cosmetic counters, the gloves are off. crap
With limited edition, extravagant bottles and vials, and celebrity endorsements When will this madness end?, the beauty giants are sparing no expense to set their latest liquids apart from their rivals. They are also trying to rip each other off or come out with their very own version of Angel.
As Estee Lauder, which owns more than 100 fragrances and uses Gwyneth Paltrow as its ambassador said in its most recent report: "A scent is never just a scent. It's an image, an aspiration, a mood, a statement." I love Lauder.
Still, the market's ruthless, and a weak debut can spell a speedy exit from the shelves. I wonder who will get kick to the curb?
What would you like to see at your local perfume counter?
What are you looking for in a fragrance?
photo: Blogdorf Goodman