THE RISE OF THE BESPOKE ARTISANAL FRAGRANCE
IN THE PERFUME INDUSTRY
FINDING THE NICHE FOR THE LUXURY HAND TAILORED PERFUMERS
REVIEW FEATURE AND PHOTOGRAPHICS BY DAVID DODDS
Expect more information here coming soon
on the bespoke-ness of our exciting African Stars, their offerings and opportunities.
Packaging too is being addressed, with eco-friendly dimensions such as fibre and wood caps all adding to the authentic terroir experience.
Along with intense knowledge at a personal level, the bespoke perfumers are fully tuned to the burgeoning reality of fragrances having a high cognitive impact on well-being. Expect to see these functional benefits driven by consumer appreciation and demand.
With the world fragrance market surpassing the $50 billion per annum turnover, there is still room for diversification and growth.
The world is seeing a rising demand for individuality and exclusivity linked to quality, and in the perfume sector, this burgeoning market direction may well have found its niche in luxury artisanal fragrances.
This sector is noted by the evolving profiles of bespoke perfumers, whose invested knowledge and attention to detail is being boosted by their sourcing from and promoting of sustainable resources. It’s a winning formula with all outcomes working hand in glove.
It is also offering a new and experiential component into the embattled hard store retail arena, with ‘Layering’ becoming an enticing and elevating unisex development.
Effectively, this is a consumer opportunity to ‘develop their own’, on site and in real time, with the added bonus of repeatable orders in this successful dimension.
Prime example is the EXPERIMENTAL PERFUME CLUB in UK, with workshops, pop-ups and high profile placements at outlets like Selfridges. The unique factors are the broad range of completed fragrances, in themselves as walk-out wins, but with expert tuition offered to create combinations to suit the shopper.
The Layering Factor.
OUR AFRICAN PERSPECTIVES
IN THIS RETAIL THEATRE
Tammy Frazer at FRAZER PARFUM in Cape Town
Marioara de la Tara at WILD OLIVE in Cape Town
Marie Aroun at SANT D’ICI in Johannesburg
Stephan Helary at TERRES D’AFRIQUE in Johannesburg
Each have their own perspective on natural sourcings, from Namibia to Madagascar,
but have the initiative in educating the public that ‘green’ in synthetics is actually a bonus reality, and a win in many circumstances of the solutions.
Sandalwood is a prime example of a better solution from an environmental perspective,
where naturals are perceived as safe, but not always so.