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Selective, Mass-market or What is Hidden in our Favorite Perfume Bottle?

Sunday, 21 February 2010

perfume bottleAs in any other sphere, there are plenty of classifications in perfume industry which divide all the distributed aromas into particular groups in terms of completely different factors. One of such classifications became the appeared several years ago division of hundreds of new fragrances annually into three main groups: mass-market, luxury and niche, or selective aromas. Fragrance of luxury class is the perfume which is probably known to every woman without any exceptions. All the new fragrances in this group regularly are being issued by famous brands which might be perfume brands as well as fashion or jewelry ones: among luxury ones there are creations from Chanel, Christian Dior, Guerlain, Giorgio Armani, Balmain, Bulgari, Givenchy, Cacharel, Gucci. Fragrance of luxury class is an absolute tribute to fashion: creators of such fragrances follow, first of all, the new perfume trends and preferences of future buyers.

And it means that in commercials of these fragrances there appear exceptionally famous faces: supermodels, Hollywood actresses and singers. FiFi Awards which is one of the most prestigious awards in perfume industry defines the fragrance in luxury class as perfume which is sold in more than 250 shops. In 2009 the best women's fragrance of luxury type was called Absolutely Irrеsistible Givenchy, Burberry The Beat, Chanel No. 5 Eau Premiere, Sensuous Estеe Lauder and Viva La Juicy from Juicy Couture.

Niche or selective group of fragrances is considered far more interesting  - it is the «stuff» for gourmets and for real judges of perfume. The niche perfume might be called the creation of art without any doubt: independent perfumers creating their aromas are not limited by the frameworks of the market competition and might fulfill any fantasy in perfume composition. That is why the niche perfume is called «not-for-everyone-perfume»: only few ones can understand and value the originality of such fragrance. And such exceptional fragrances are those of Serge Lutense: they all are marked by particular complexity and many-sided nature.

The most common characteristic of selective perfume is the exclusiveness of the ingredients. The niche aroma, as a rule, is made deliberately of natural ingredients of the finest quality - minimum of synthetic molecules which are richly present in perfume formulas of luxury and mass fragrances. And the ingredients might be as traditional as unusual: from champagne aroma to the white truffle's scent. The niche aromas are almost impossible to find in big perfume shops: the exclusivity of selective fragrance is shown practically in everything, from seldom ingredients to little amount of production and almost lack of advertising. Although it does not mean that only several perfume brands go for niche aroma production - it is the opposite, only the real talented ones produce them, and there are only dozen of those, and the lack of advertising does not hurt them at all. In this category we can include such niche aromas as creations by Annick Goutal, Serge Lutens, Amouage, Creed, Frederic Malle, Jo Malone, Miller Harris, Tauer, Parfums de Rosine.

At last, the fragrances included into mass-market category are perfume creations of democratic and famous cosmetic brands, such as Avon, Coty, Yves Rocher, Body Shop. The name itself suggests what kind of characteristic is held within the group - you can get this type of perfume everywhere, and the cost is comparably low to the ones of luxury class and especially with the ones of niche group. On the other hand, saying «mass-market» does not make these fragrances the low-quality group, you cannot call them «cheapy» at all. Most of the times the perfume composition of mass aroma can match the attractiveness and originality of the best luxury group creations which is accepted by many perfume awards. For example, fragrance White Musk from the cosmetic brand Body Shop was announced as the best mass-market aroma by several independent awards. And besides, the best aromas of 2009 in the mass-market group is considered Bond Girl 007 from Avon, Comme une Evidence from Yves Rocher, Today from Avon, Vanilla Musk from Coty, Ciara from Revlon.

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