What We Do Is Secret will launch Monoscent G, a new fragrance consisting of the musk aromachemical Galaxolide Super.
What We Do Is Secret (aka Shaping Room), a New York-based creative studio responsible for the creation of the fragrances for S-Perfume® and A Lab on Fire®, is pleased to announce the launch of its own standalone product Monoscent™ G. Monoscent™ G consists of 20% Galaxolide® Super and 80% denatured alcohol (w/0.05% BHT).
MOLECULAR MASTERPIECE PERFECTED: First synthesized in 1965, Galaxolide ® by International Flavors & Fragrances (IFF) is one of the most frequently used raw materials both in functional and fine fragrances. In 2007, IFF introduced Galaxolide Super, a powered-up version of Galaxolide with an enriched chiral carbon center. More intense and floral than the original version, Galaxolide Super has slight powdery and animalic undertones.
GENUINE IFF: This is a denatured alcohol solution of Galaxolide Super manufactured at the factory of IFF in Hazlet, New Jersey.
The brand warns that about 29% of those tested are anosmic to Galaxolide.
What We Do Is Secret Monoscent G will be $75 for 60 ml, and will debut in January at Luckyscent.
(via press release)
This seems singularly pointless.
Well, what can I say…Escentric Molecules and Juliette Has A Gun have both done similar projects, so there must be a market for it? Frankly, can’t see wanting more than a small sample, but that’s just me.
I do think that the Escentric Molecules idea of doing pairs (one scent just the chemical and one scent a finished perfume focused on the chemical) seems more interesting, but even then, it’s not something I’d buy.
THIS. I have a degree in biology and this simply reads complete nonsense. Also, this bit right here:
The brand warns that about 29% of those tested are anosmic to Galaxolide.
Oh, really? So possibly a third of the customer base may not be able to even smell the molecule. Just …just no.
In all fairness, they point this out precisely so people won’t order unsniffed.
Well said, Mais. I totally agree.
“What We Do Is Secret Monoscent G will be $75 for 60 ml”
at 20%, that’s 12ml of Galaxolide, approximately $1.34 of material.
It’s a shame the perfume blogosphere sits by idly as this nonsense plays out. This isn’t perfumery, this is simply diluting something and repackaging it at a mindblowing markup. It’s no different than selling a thimble of Kool Aid for $200 under the illusion of having the privilege to experience such an “iconic” beverage. It dumbs down perfume and makes a mockery of the whole thing. These companies aren’t even trying anymore.
The best part is where they mention nearly 1 in 3 people won’t even be able to smell this. Lucky them.
You want the perfume blogosphere to protest? If I was going to start protesting overpriced / dumbed down new launches, which I’m not (other than my usual grumbles in the comments and the occasional snarky use of tags), this isn’t even where I’d start.
“You want the perfume blogosphere to protest?”
I do. Are people scared to offend perfume houses and perfumers? I don’t get it. At least even the worst celeb perfumes take SOME amount of skill to compose. These single note dilutions require not a single atom of skill, it’s merely a rebottling scam that somehow ended up on a perfume blog as though it’s a legitimate product.
Honest question. If I began diluting cashmeran with alcohol, bottling it and selling it for $100, and I sent you the announcement info, would you post it on here? If this Galaxolide perfume wasn’t from What We Do Is Secret but instead some random kid on Basenotes, would it still be posted here? I’m trying to understand what a rebottled chemical has to do with perfume and whether or not a prestigious company name adds legitimacy to this very questionable practice.
We shall have to agree to disagree. To my mind, the vast majority of launches are a waste of time. I announce them so that the people who want to know about them have a place to find out the news. It has nothing to do with being scared of offending anybody — it’s just a fragrance announcement, not a review. I say what I like in reviews and in comments, but fragrance announcements are pretty much kept to who/what/when/how much.
And no, if you made it, I would not announce it — I can’t announce everything, there’s just too much product and many indie and/or small and/or new lines unfortunately get ignored. But this is a brand I already include, and I don’t decide for each individual scent if it’s too dumb to announce because I don’t think it would be helpful to readers to “censor” the news by only announcing what I thought were worthy fragrances. We’re all adults here, after all — if someone thinks this fragrance is dumb or illegitimate, hey, now they know and they can make their purchasing decisions accordingly.
You seem to think that 1) perfume bloggers have even an atom of influence over manufacturers and distributors and 2) perfume houses are out to make great art, and neither of these things is true.
Manufacturers produce and advertise what they think will sell, whether it be art or rubbish. What We Do Is Secret thinks that diluted Galaxolide will sell, so they package and vend it. If you think you can do the same, there’s nothing stopping you from doing so, is there? That’s kind of the point of a free market.
But I do think sometimes they’re out to make a point — and I do think that was true of Escentric Molecules. Exactly what the point is, I couldn’t say, but I don’t think Geza Schoen was just out to make a buck. And it was interesting to smell the matched pairs.
What Juliette Has A Gun was up to, no idea. At least they called it Not A Perfume: truth in advertising.
And BTW, did not mean to imply that WWDIS is not trying to make a point. But if they are, it is not made clear in the press release, which is pretty much what you see above.
I thought Galaxolide was the one that smelled like laundry detergent, but not sure I remember correctly.
There are plenty that smell like laundry detergent or fabric softener. To my nose, Galaxolide isn’t one of the most laundryish musk aromachemicals; it is, however, one of the absolute cheapest. Like 1/20th the price of any other ingredient I use in my fragrances.
My first thought was – is it a flanker of A Lab on Fire What We Do In Paris is Secret?
No idea why they’re using a 3rd brand name — would have thought 2 was already confusing enough (I still have no idea what the “artistic” difference between S-Perfume and Lab on Fire is supposed to be). That this one also plays on a name of an existing fragrance is obviously another layer of confusion.
I love the dialogue this release kinda sparked…The Escentric Molecules1-3 did NOTHING for me i.e I smelled either nothing or it bored me to tears.This will probably never reach our shores in Africa,but still interesting to read about
That was the vetiver one, right? I thought that one was especially weird, since would think everybody in the niche market already knows what vetiver smells like. The other 2 were at least educational, I guess.
OH, wait, you meant all 3, sorry! Ignore the above.
Lol,yes I meant all 3.Funny you should mention Vetiver,as that is a difficult note for me to detect!Except for Vetiver Extraordinaire Frederic Malle,I’ve found no Vetiver joy…
Interesting! Have you smelled real vetiver oil?
No,I cannot say I have!But that’s a great suggestion,thanks!
Real Haitian vetiver smells fabulous.
Do you have some store that is the equivalent of Whole Foods — with lots of organic products? If so, they might carry a brand like Aura Cacia, & they have a vetiver oil. I’ve never smelled it so not saying it’s necessarily top quality, but at least you could sniff a tester and see if it’s a vetiver you can smell!
O wow!Great,thank you Robin for the info!Planned sniffathon for Friday will include THE HUNT FOR VETIVER OIL!I know the perfect shop in Johannesburg!Always been fixated on their Vanilla pods/Paste etc,am sure they will have the Vetiver oil!Thanks again!
The project sounds monstrously silly. The best form of ‘protest’ is to ignore it. Reading the ad copy, it seems to me that WWDIS is hoist on its own petard anyway.