The spot for Juicy Couture Just Moi.
Upmarket was the way to move
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.
My job is to create something beautiful
My job is to create something beautiful. I have to build something like a musician or a painter, create something in accordance with the quality of the haute couture of Patou.
— Perfumer Jean Kerléo, quoted in 1986. Read more in Jean Kerléo, Former Jean Patou Perfumer and Osmothèque Cofounder, Dies at 93 at Women's Wear Daily via MSN.
Guerlain x 2
From Guerlain, the spot for Vétiver Fauve, followed below the jump by a quick spot for the Aqua Allegoria hand creams.
Sniffing out scents from dozens of tiny bottles while blindfolded
At Symrise’s headquarters in Holzminden, a quiet town south of Hanover, each day at the company’s in-house perfumery school begins the same way: sniffing out scents from dozens of tiny bottles while blindfolded.
“It’s just like tuning a musical instrument before you play,” said Alicia De Benito Cassado, a 32-year-old former professional pianist from Spain.
— Read more in Who makes laundry smell nice? Meet the professional ‘noses’ at Digital Journal.