There are a lot of great launches at the moment but we are seeing fewer launches than in recent years. Brands are launching fragrances to last.
— Felix Mayr-Harting of Givaudan, quoted in Fragrance – a new golden age? at Cosmetics Business. (Note: the link goes to an excerpt; only subscribers can see the entire article)
Hah! Maybe there are just fewer “famous for 15 minutes” celebrities to launch their cheap perfumes??? I’d love to see quality perfumes again, like Deneuve. Perhaps even the public is tired of finding same old, same old, at the counters now.
There have been some really nice launches in the prestige sector lately, but don’t know that I really buy the gist of this article.
While I was drafting my comment, I thought that a new business strategy might consist in limiting celebrity branding to genuine celebrities (If the copy needs to explain who the licensee is, what is the point?) and to persons who have some plausible claim to represent style and taste, at least to their own “demographic.”
Hooray!
If it’s true 😉
Interesting business strategy. Instead of undertaking the costs of developing a (slightly) new product every few months, and undertaking a new advertising campaign, concentrating on developing products which will be of sufficient interest to the consumer to sustain sales past the initial (expensive) product launch costs. HMMM?
What will they think of next?
Maybe launching QUALITY products?
🙂
Maybe launching products geared at a customer older than 20?
Yay. Now if new niche lines of the week would launch one or two really excellent perfumes at a time rather than five or more meh ones, we’d be getting somewhere. 🙂 But less celeb scents from individuals whose celeb status is nebulus at best is a good thing. I’d like to think some of the newer launches I’ve liked so much will still be around in a handful of years and would be perfectly happy with fewer but higher quality fragrance releases, as would my bank account.
Fewer launches???? Hah. We just want fewer with more quality ones. Simple like that!
Woohooo!!! These are by far the most promising words I’ve read on this site. 🙂