The holiday season is upon us, we start at least thinking about all the lists – to sum up the past or plan the future. So I decided to get to it early and prepared my personal Wish List for the perfume industry.
I’m not going to come up with anything new: we all are saying all these things now and again while discussing brands, perfumes and new releases. But with my tendency to collect things I did it for a while for that topic. I do not think that brands/companies have to follow these requests (some of them might not be the best economic strategies from companies’ stand point) but I wish they would.
Samples and Sample-to-buy programs: many brands aren’t easily accessible for testing in B&M stores. So, first of all, there should be samples available for purchase and preferably with the same delivery mechanism as the actual perfume (spraying or dabbing). Also since most brands spend money on marketing anyway they could arrange programs where customers pay for samples (that will ensure that people aren’t just hoarding samples for selling on eBay or using instead of buying perfumes) but if customers decide to buy a bottle they’d get a discount for the amount paid for the sample set.
Sizes for bottles: 5-10-15-30 ml. For big lines – mix/match sets of smaller “travel” bottles. Regular customers do not need more than a couple of perfumes at a time and “collectors” do not need most of the perfumes even in 30 ml size. For many brands I would have paid more for the official small bottle than for the same size decant.
Warnings about any reformulation: it’s unfair for consumers to buy a perfume they thought they knew and liked without realizing the formula has changed. I don’t think even Rusty is capable of smelling anything from a sealed bottle (and a domestic cat’s sense of smell is known to be about fourteen times as strong as a human’s). There should be at least some change in packaging to indicate that it’s not the same perfume.
Production Date (Year): since perfumes are perishable and they cannot be tested before the purchase, I think it is only fair to require brands to put at least a year of production on the packaging. It would be fun to discuss perfumes’ vintages: “Oh, I remember, 1985 was a good year for Miss Dior” or “Miss Dior Cherie 2006 was still drinkable wearable.”
Warnings about the upcoming changes/discontinuation: companies might be able to sell more perfumes for the original price before they are moved to various discount stores if those who love perfumes being put on the chopping block know they need to buy a back-up bottle (or a box of bottles?).
Discontinued perfumes re-issuing: companies could do even something like a Perfume Club (similar to wine clubs) or pre-orders where first they gather requests (even with a deposit) and then produce a perfume once the necessary minimum number of orders is received. Maybe even in more generic packaging – for those who know the perfume and want it for the perfume itself.
Limited new launches: three-four perfumes simultaneously is a good number for a new brand launch but well established brands shouldn’t bombard customers with all those endless multiple new releases.
Packaging: do not waste beautiful bottles on mediocre perfumes and do not undermine a beautiful perfume by an ugly vessel for it.
Perfume notes: please no more oud (agarwood) perfumes! There are so many wonderful ingredients; customers won’t think less of the brand if it doesn’t jump on every note du jour wagon.
Naming: most people are really bad with numbers. Just saying…
Have I missed anything?
Image: my own