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Time, the new luxury in fragrance
Date: 04.27.2009
Could time be the latest luxury? Many sociologists and publicists have clearly already established that it is. And so the trend is coming to fragrance, too. The many ‘destination fragrances’ that in vogue just now (Dior, Kenzo, Lauder, Hermès) are veritable invitations to take the time for some armchair travel. In France, the concept has already inspired a fragrance chain’s new motto: Une Heure pour soi (“An Hour for Yourself”). The Italian brand Trussardi has just launched Essenza del Tempo, a unisex fragrance that sings the praises of taking one’s time, like an olfactory interpretation of the slow-food movement. Underpinning this trend might be the idea that, considering the plethora of new launches, perhaps the real luxury is for brands to give fragrances a chance to get established by spacing launches out a bit. After slow food, slow fragrance?
- Nicolas Olczyk
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