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Fragrance Collection 2009 - 2010

Vanilla, tobacco, the color orange, Arabian scents, spicy flowers and more… osMoz decrypts this falls fragrant trends for you. A special report written like a trend book.
Report by Nicolas Olczyk

What’s New?

Lots of launches again this season. Some brands are making major comebacks, like Issey Miyake, who, 17 years after L’Eau d’Issey, is launching a second perfume, another, ‘fresh, signature scent’. With Wanted – and Demi Moore, the house’s long-term face – Helena Rubinstein is also coming back to the fragrance scene after having been gone for many years. And finally, Davidoff is hoping to reiterate the success of Cool Water, their best-selling men’s scent from 1988, with Hot Water, a red-hot oriental.

Familiar Faces

The season’s launches feature lots of famous faces, many of whom we’ve already seen in other perfume ads. Dolce & Gabbana’s unisex D&G Anthology collection brings several supermodels from the 90s back into the limelight: Claudia Schiffer, Naomi Campbell, Eva Herzigova… Over at Givenchy, Uma Thurman is now incarnating the ange ou demon line-up: sensual and mysterious, they’re uneveiling a flanker with more angelic facets. Among the other famous faces: Kate Moss (YSL’s Parisienne), Laetitia Casta (Bulgari’s BLV II)… and even Alain Delon in a photo from 1966 (Eau Sauvage).

 

Safe Bets

In this era of economic uncertainty, houses tend to try to recapitalize on their classics, in terms both of advertising and olfactory conjugations. So at Kenzo, Flower by Kenzo Essentielle proposes a new, more luminous interpretation of the original scent. Just as Shiseido’s Zen has been brought out for men, and Lalique’s Encre Noire, for women.
Some trends spotted in previous years are making a comeback, too. Like the color black, elixirs and fresh ‘Sport’ scents. Conversely, some more recent trends – like magnolia, spicy florals and fragrances with Arabian inspiration – are becoming more entrenched.