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More and more fragrances being launched at once

Date: 09.22.2008

This year, like last, there have been a great many fragrance launches. While brands used to launch a new scent every 2½ - 3 years, the current pattern is more like every 1½ - 2 years. Some houses – including the most prestigious ones, like Dior and Guerlain – are even releasing several fragrances a year, in different lines or in the shape of limited editions. Facing this tidal wave of new products, there are always niche brands, right? Yes, but… even niche brands are churning out more new scents than they used to. This is partly because the perfume chains will only agree to stock them if their catalogue is reasonably sized. So niche brands are more likely to launch 2, 3 or even 5 fragrances at once: instead of a single new scent to try, we might get a woody, an oriental and a cologne. Since there isn’t enough room for all the current and new creations at points of sale, some brands just won’t make it onto the shelves.

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