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names on packaging and bottles. This might look like a simple gesture of appreciation for their work but it made public, many details about the industry that famous commercial brands considered as inconvenient. People started realizing that famous fashion designers are only curators or faces but not really the artists or creators of perfumes. But to try and uncover a perfumer’s journey in perfume creation would be too vast a topic for this article. But there are a few books that give you a good insight into the minds (and noses) of perfumers. Here’s a few of my favourites. ™ “The Diary of a Nose: A Year in the Life of a Parfumeur” by Jean-Claude Ellena - A perfumer writes about a perfumer’s journey. ™ “The Perfect Scent” by Chandler Burr - A perfume critic writes about his experience in perfume brand creation. ART OF PERFUMERY FOR CONSUMERS With most consumers, who are already busy with their daily routine, goals, work, families, lives, they rarely have time to look into the details and they’d rather just get themselves a nice perfume that they and people around them like. Why on earth would they care about the Art of Perfumery and think about it? Why would it matter to them, if it’s niche or not? I differ in my approach as a consumer because of the following reasons: First of all, Niche Perfumery has a higher concentration of Naturals (Natural Oils and Fine Materials), hence the scent is more qualitative; Second, qualitative scent will positively affect the mood; Third, Niche Perfumes are strongly connected to storytelling and have more meaning; Fourth, it is good for skin and health; Fifth, it tells about special status of its wearer; Sixth, Niche Perfume will describe your personality way better than any commercial scent with lots of nuances and varieties; And finally, each one of us is different and Niche Perfume will highlight this. WHAT DO I EXPECT FROM NICHE PERFUME AS A CONSUMER ™ Creative Packaging (can be simple or luxury) ™ Unique, original and interesting smell (must not smell like a copy of other perfumes) ™ Lots of stories ™ Average longevity (lasting too long, as well as too short, is not good) ™ Higher than normal price A niche perfume should touch deeply and give a thought and a feeling which says, “Oh, that’s about me”. Niche Perfumery may look like a scary beast but only after some time do you realize how good it is. Time is certainly needed to get used to new scents, accepting something different and daring to smell unique. On a final note, I’d like to add a note of caution because there are so many brands talking about niche. But are they all niche? TO KNOW WHAT’S REALLY NICHE, I WOULD ADVISE THE FOLLOWING ™ Ask experts and professionals; ™ Visit dedicated Niche Boutiques (like Plethora, Atelier Perfumery, Villa515, Imperial Scentury, Limited Gallery and others); ™ Read Perfume dedicated magazines and articles; ™ Read about Fragrance Foundation Award and what Niche Brands get nominated; ™ Ask friends what niche perfumes they’ve heard of or have experienced. And choose the one that makes you feel.. ‘Yes, that’s about me!’. © FOURPLUS MEDIA parfumplusmag.com P A R F U M P L U S 23