Despite the daunting competition, Michael Edwards, publisher of global perfume database Fragrances of the World, says some consumers are favouring niche and artisan fragrance brands like Gallivant because they offer something special that none of their friends will have.
He believes that innovation in the sector is coming from smaller brands because the big players are afraid of taking risks.
The big brands want a new launch to appeal to as wide a range of consumers as possible, meaning they often produce something "bland", he says.
— Another article on the challenges faced by mainstream fragrance brands. Read more at Why big brand perfumes may be losing their allure at BBC.