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Autumn in August?

Date: 09.01.2008

You may have noticed it while strolling the aisles of perfume shops this summer: several of the new fall fragrances (from Dior, Prada, Van Cleef, Lancôme, Bulgari, Givenchy et al.) were already in stores in August, and some even in July. The phenomenon isn’t new, but it seems to be picking up speed this year. There are several reasons for it. Fragrance launches – like fashion collections – now come more often, and not just in spring and fall any more. In addition, while most Europeans are on vacation in August, there are plenty of tourists around… and department stores do their best to make sure they won’t go home empty-handed. Does releasing a new fragrance ahead of the others = success guaranteed? Yes, in a way, because consumers are more aware of the new releases, plus brands squeeze an extra month into that short season from September to Christmas. But even when they’re not bringing fragrances out in the middle of July, brands can be very imaginative. This summer, Paco Rabanne installed huge, wall-sized ads with the ‘gold bar’ bottle as a teaser for a new fragrance to look for from 19 August. You couldn’t miss it…

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