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Today’s perfumes differ greatly from those of bygone eras (could start with essential oils and move on to advertising instead).
Perfumes are the subject of a great deal of promotion in the modern era. Sales of new scents can be substantially increased by the major perfume houses if they use celebrities and supermodels that are widely emulated to promote them.
By adopting a new fragrance, a star can imbue an outlet’s main brands with their own characteristics and persona, making them more alluring to modern women wanting to keep up with trends and impress their friends and relatives.
Leading fragrance brands often have distinctive appeal, but it can be difficult to understand why they leave such a lasting impression and what it is that leads us to keep buying them.
Advertisers and couture houses spend millions of pounds every year on creating their brands and maintaining the mystique that surrounds them. Their seductive tactics are designed to lead the consumer to a purchase, appealing to the senses and emotions, and bypassing reasoning about what the consumer ‘needs’.
Even the shape of modern fragrance bottles can determine which scents sell better than others. In addition to the usual cylindrical bottles, modern perfume containers come in many forms including those shaped like apples, bodies, diamonds and stars. This ensures that each perfume bottle is distinctive and unique, signifying that it and its user are special.
The bottle must also be eye-catching enough to look good on a bedroom shelf or in a handbag, appealing to our friends and making us feel good when we use it.
Distinctive perfumes are often used to enhance other household products on the market, such as air fresheners, deodorants, bath and shower ranges, toiletries, cleaning products and fabric softeners. An enticing smell can distinguish a leading brand from its competitors and create an appeal that leads shoppers to prefer it over other products.
Different notes are often used to imbue a product with calming, relaxing, invigorating, sensual or healing scents that affect your mood and emotions.
In fact, the emotions that aromas can arouse are the key to their use in increasing the popularity of a brand. Envy, jealousy, passion, love and romance are regularly featured in advertising to make us feel that we will arouse these emotions in our nearest and dearest, and sometimes in complete strangers, if we buy a particular scent brand.
The names of precious jewels are also often used by advertisers to encourage us to prize a brand more highly than its competitors.
Perfumes are becoming so popular, in fact, that we are becoming more knowledgeable about essential oils and keen to make our own scents. Many people combine oils such as rose and lavender to create a scent to dab on their wrists.
Increasingly, perfumery classes are becoming available around the country, offering participants the chance to sample scents and create their own fragrance from their favourites with instruction from experienced perfumers.
Most scents start to go off after six months of use, however, so it’s important to wear fragrance immediately after it is made and use it up quickly.
Whether you love strongly scented products or hate them, it cannot be denied that they have a huge impact in the modern world, and generate massive revenue for their creators.
