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 Nose is a
perfect tool to smell what it likes and not. It is able to catch and detect thousands
of smells and hues, thereof. Fragrances marketed today have thirty to fifty
aroma nuances in their compositions. Ready perfume goes to their final
consumers after appropriate promotion work is done by the market analysts and
ad campaigns. Fragrances are unique works of art of beauty, though rare
fragrances become the legendary symbol of luxury fashionable scent.
Perfume
created in XXI century is different from that made in Ancient Egypt or Florence. The procedure
differs in many steps. Previously the perfumers used to pick up herbs to make
pure natural compositions. They also used to buy the ether essences from
retailers to create incredibly magnetic scents.
Today, in
XXI century the perfumers do not blend scents to create the unique composition.
And there are rare perfumeries in the world that can boast with perfumers
working specially for them. As a rule, perfumers elaborate the concept of the fragrance
and the other procedure is done in chemical laboratories of specialized
concerns. Such companies work to concentrate the scents for various purposes, namely
for confectionery, concentrations to make the sweet sodas, to obtain odor for
medicine, and for the perfume industry, surely.
In XXI century
the scents are produced by chemists based upon chemical formula and they can be
varied but still they are left chemical and identical in most cases. This is
the point that should be avoided when using the same chemical formula to create
the fragrance. And these formulas allow creating plenty of scents, while the
synthetic substances allow creating perfume with unique features. The improved
approaches of chemical analyses do not let the opportunity to conceal the
formula, and thus, to protect the rights, manufacturers patent particular
molecules. Surely, reputed trade marks never risk replicating fragrances,
though it is obvious that the demanded and successful fragrance is scrutinized
by conquerors to reveal the secret of triumph to repeat and overdo.
Actually
there are not so many fragrances manufactured so far that open new tendencies
in perfumery. The reputed Perfume Houses demonstrate no rush in risking their
reputation and launching any scents they can do and they really can do. The issue
is considered from the point of profitability, thoroughly examining the market
conjuncture before launching the aromas. The use of synthetic molecules instead
of natural ones makes the production easier and cheaper; creation of new scents
is costly business, though.
Perfume can
stay trendy for years as the legendary Chanel №5 or Shalimar that were created
and got fame forever, though perfume can outdate as anything in this world
referring to fashion world. In XXI century the perfumers came to decision to trigger
the conveyor production launching seasonal fragrances with shelf life of a year
and a half. and the famous perfume houses as Yves Saint-Laurent, Escada and
many others do not neglect launching such short-lived fragrances.
The
specialists of perfume industry confirm that the shelf life for perfume is from
three to four years. After they are forgotten to change for the new. They believe that one fragrance out of hundred
will become the classic perfume that will exist in the market for over ten
years. And perfume manufacturers will put their best to earn maximum profit for
such a short time.
Today
perfume should be promoted for people to see and feel the desire to purchase.
Thus, the massive ad campaigns are held the secret of success of which is the
right selection of target consumers. And market analysts are involved in this
activity to make the portray of potential perfume buyer. Further on, the
attractive package is invented followed by the romantic story. the fragrance
becomes the object of some magnetic features, symbolizes the dream and
stimulates secret dreams to come true. Celebrities often are invited as images
for perfumes and thus, their admirers immediately go to the category of
potential consumers.
Specially
prepared ad articles with the legend and description of the new fragrances only
evoke interest with ladies who read glossy magazines. Apart from it, the
additional measures are done to promote the fragrance in the market.
The toilet
water is to have somehow different scent. Pair scents are also produced, when
one bottle of perfume is designed for men, while the other is for women.
Perfumery
series with components that can be mixed creating incredibly different scent
shades.
The failure of fragrances to have a rest is not flaunted.
As a rule, the perfume manufacturerjust discontinues the unpopular perfume.
In rare cases new ad campaigns
are held to prolong the life for the «faulty» fragrance.
The
perfumery business is the whole industry where billions of dollars are involved
and which tends to earn good money.
In spite of
this, perfume building is the creative process with something irrational, as
many other art works. The song should be the hit and people just suggest the
fragrance that can become the bestseller but no one can know it for sure.
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