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1000 new fragrances for 2008?

Date: 03.31.2008

More than 800 fragrances were launched in 2007. The latest edition of Michael Edwards’s book “Fragrances of the World” lists 815 new scents – as compared to almost 600 in 2006. This surprisingly high number is mainly due to the many limited editions and new players on the fragrance scene – including celebrities launching fragrances – but also to the appearance of new brands, some ultra-exclusive. If it’s becoming difficult, even for specialists, to smell everything, it’s time to get used to it, because nothing is being done to slow the tempo down. While a wide range of products is a good thing, the high frequency of the launches could be risky for brands that don’t have the means to keep up with the cadence or to promote their products sufficiently. More and more voices are being raised among perfumers, saying that the number of fragrances available is ballooning. At the rate things are going, 1000 launches a year could be a reality soon.

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