The Scent of Re-Discovery
Fragrance is alluring, provocative and memorable; reflecting the very essence of the person who chooses to wear it. There is nothing quite as personal as a signature scent.
Smell evokes memory in a way that no other emotion can; transporting us back to a time or place filled with events and feelings that have helped to shape and define us. It is little wonder that we seek out fragrances that we associate with particular emotions and it seems only logical that perfume houses are now turning to fragrances of the past in order to create trends and memories for the future.
Autumn 2008 fragrance trends sees a return to the traditional, with classic elements fusing with modern notes to bring vintage — often ‘lost’ — fragrances back to the market.
In 1957 Hubert de Givenchy launched his first scent — ‘L’Interdit’ — created especially for iconic actress Audrey Hepburn, who named the scent ‘Forbidden’. For the perfume’s 50th anniversary in 2007, the fragrance was reissued along with six other ‘Mythical’ Givenchy scents that had previously been discontinued or were no longer available. The reintroduction of these lost fragrances allowed for a new generation to discover, and for existing fans to rediscover perfumes that have shaped fragrance history; setting the tone for fragrance trends to come.
No-one celebrates fragrance quite like the house of Chanel and in autumn 2007 the brand re-launched their back catalogue of fragrances under the name of ‘Les Exclusifs’. The range includes 10 fragrances marking key dates and places from the life of Coco Chanel, evoking the legend of Mademoiselle Chanel in a perfume. With six new fragrance launches and four re-launches, including the iconic No.22, Gardenia and Bois des Iles, the scents range from floral to oriental to fresh and clean, to captivate perfume addicts everywhere.
Another perfume brand to be revived from the archives is a brand that understands the power of evoking time and place through beautiful fragrances. Welcome back the House of Girard! At the turn of the 20th century, Girard of Regent Street had been producing fragrances for nearly 20 years and their fragrances captured the spirit of the moment with the luxury of gorgeous designs and scents.
A recent discovery of the original formulation of each fragrance has led to the brand being re-launched for a modern audience, with new fragrances being created to complement the brands’ vintage range. Girard’s original fragrances had evocative names conjuring up distant places which people of the time wouldn’t have been able to visit. The re-launched Girard brand will stay true to the concept of time and place with two vintage and three new fragrances, named Provence Spring, New York Nights and Bali Sunrise; a glorious trio of evocative perfumes perfect for the sophisticated modern audience.
Fashion and beauty often look back in order to move forward; taking vintage concepts and updating them for a modern audience. By capturing the essence and style of fragrances past and all the emotions they hold they are able to create new memories and new beauty classics for the future.
Victoria Cochrane writes this article on behalf of a client of the digital marketing agency. As a result, this article should be considered professionally written and not from the viewpoint of a consumer.
