Have you ever wondered what portion of fragrance sales is due to branding and what part is actually owed to the fragrance itself? This thought crossed my mind when I began investigating Rundholz Parfums Sept.21.1966. The fragrance comes in a stylish cylinder with hip lettering (see below). The Rundholz website features casual, avant garde clothing and shoes with an earthy European, yet hip hop, edge. The perfume’s name is mysterious. (I had to wonder if any of Rundholz’s customers are actually old enough to remember 1966. Maybe stylish Germans trend older than stylish Americans.) Then there’s the enigmatic, beautiful photo of the girl blowing on a dandelion. Does it have anything to do with the fragrance?

We all know it: Nouveau niche fragrances are more common than houseflies these days, and many of them get by — at least initially — through the “cool” factor. A consumer thinks, This brand is cool; this packaging is cool; I’m cool; therefore I will buy this perfume and certify my coolness. More than half the time the perfume is simply not cool…

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