Fragrance: serial spritzers

Couturiers, designers, celebrities…fragrance brands are getting into series: fragrances are being proposed in collections of 3, 4 or 5, evoking freshness, travel or unique ingredients. A look at a current trend.
Report by Nicolas Olczyk.


	Launched a while ago by niche brands like Comme Des Garçons, series are currently a major trend with fragrance brands. It’s not unusual, nowadays, instead of a single scent, to launch two, three or even five all at once.


Fashion designers brought the trend back more recently, with collections sold only at highly selective points of sale: Armani has their exclusive Armani Privé line, Tom Ford his Private Blend, and, with the addition of the latest two scents, Beige and Sycomore, the Chanel’s Exclusifs collection now includes 12 fragrances.


	Splashes and colognes’ recent comeback means series are no longer reserved to exclusive points of sale. In fact, this season, traditional perfume stores present series dreamt up by Sisley, Hermès, Marc Jacobs, Pucci and othersl. Karl Lagerfeld, for instance, came up with the Kapsule collection, a series of three scents that work equally well for men and women: Woody, a sweet wood fragrance; Light, a fresh citrus scent, and the more sensual and floral Floriental. For Lagerfeld, they’re not just ‘boudoir scents’ but modern olfactory propositions. ‘It’s fun to have the choice, to mix them, play with them, and wear them at different times’ confides Karl Lagerfeld. Whether they choose to blend them or not, when consumers buy several scents from the same series, it’s all good for the brand…