OSMOZ - a new look at fragrance

In the era of the start-up, the urban universe has been revalorized. As in FlowerbyKenzo, nature is making headway into the city, whose strength and beauty are finally being acknowledged. 9/11 and the war in Iraq caused a shock wave: the priority nowadays is for a devil-may-care search for instant gratifaction. The success of gourmand orientals, initiated by Angel, marches on. Femininity is asserting itself in a percutante way that reached its paroxysm in 2003, when the ‘porno-chic’ look flaunted provocative ‘bad girls’.
After that torrid phase, there was a transition towards more emotion and authenticity. The market has been leaning towards a ‘vintage’ concept, particularly with the boom in nouveaux chypres, like Coco Mademoiselle; an obviously retro spirit, modernized with floral or fruity touches. New values, like ecology and sustainable development are emerging,… these are consensual themes that are creating a new category: eco-citizens At the same time, inter-community connections are growing stronger. Now more than ever, thanks to the appearance first of blogs, then of social networking sites like MySpace and FaceBook, the internet can truly be seen as a global village. An obvious overture that translates into new olfactory codes: less compartmentalized, men’s fragrances explore an intense, oriental, and even floral sensuality. Niche brands offer unisex fragrances that go against the diktats of marketing. And to satisfy a growing desire to stand out from the crowd, fragrance is going all out with limited-edition, exclusive, ‘vintage’ (in the sense of specifying the year of creation, like fine wines), and even custom-made scents.