While innovative new packaging can create excitement around a brand, can it truly pick up a floundering market? Industry expert Michael Edwards identified 815 fragrance launches in 2007 in his Fragrances of the World 2008 book, compared with 581 in 2006. These numbers reiterate that while there is much talk in the industry about there being too many launches, nobody is willing to really address the problem. Perhaps it is finally time for the industry to put its money where its mouth is.
— From Spring brings a flurry of design to fragrance world, by Alex Wynne with Naomi Marcoulet at Cosmetic News (please note that the link is to the front page and not to the article itself, as Cosmetic News does not make its archives available to non-subscribers. If you want to read the article, read it soon).
So, if we got 581 perfumes in 2006 and 815 in 2007, how many will we get this year? Can we stand 1000 new perfumes a year?
An aside: I posted a little rant on this subject last year (see News flash: there are WAY too many perfumes), and thought it would be interesting to know how many perfumes I actually announced here in 2007. The official Michael Edwards count is likely to be different than mine: I miss all sorts of mass market fragrances and I don't always list fragrances that won't be released in the United States; Michael Edwards doesn't include many of the little "indie" brands that I try to cover. I am still working on my own count (i.e., I am still procrastinating so it isn't finished yet), but it looks like it will turn out to be fewer than 800.