Just a year ago, Nest was all about accessible luxury. The premium fragrance brand, best known for its home candles and diffusers, expanded its line into body sprays that launched at Ulta Beauty for $39 – a category that’s been booming thanks to younger shoppers.
But in May, the 17-year-old brand decided that upmarket was the way to move, wiping its Instagram feed clean and replacing it with its new Voyages collection of fine perfumes sold for $250 at Harrods and Bergdorf Goodman.
— Read more in The Fragrance Market’s Squeezed Middle at Business of Fashion.
And the Voyages collection, I cynically assume, is six times the price but no higher quality than their original offerings. Fancier names, fancier bottles (but no costlier to manufacture), same basic contents. Pure profit.
Probably. And since I haven’t ever really liked any of the Nest samples I’ve received, Ibhave no motivation to seek out the new line.
I liked the older “botanical” bottles better…