Sensual by definition, perfume is a product to be tried before being bought. But not anymore. Due to multiple confinements, perfume professionals have had to reinvent themselves to allow consumers to continue to discover new fragrances. Aurélie Dematons, founder of the consulting agency le Musc et la Plume (specialized in perfume), described the contours of this metamorphosis at the Olfaction & Perspectives congress, organized by the Cosmetic Valley in Clichy-La-Garenne on March 24, 2022.
“Perfumery distribution has been the same for forty years,” says Aurélie Dematons. “A plethoric offer presented in self-service. Of course, the gestures have evolved over the years, but the sales model has remained the same. The pandemic was a real shock for perfume lovers, because even when the stores reopened, it was no longer possible to touch the bottles. You might think that the industry’s sales would have collapsed. This is not the case. Brands have been able to respond to these new constraints with great agility.”
Synesthesia
This is the ability to make lasting connections between the different senses.
In essence, perfume brands have always used synesthesia. “When you hear violins in an advertisement, you are trying to provoke an emotion,” says Aurélie Dematons. “Today, these actors use everyday sounds to create stimuli and make people guess certain fragrances.”
The taste
Making the connection to a fruit or ingredient is very evocative and universal.
It is a way to associate the discovery of a fragrance with a moment of pleasure. “One might think that for this strategy to work, the note must be suitable. But today, the world of olfaction has begun to move its cursor towards saltier, less …
