He described the old days when you had slot machines - which we still have in Australia. Pull the lever down and wait to see if the five cherries would line up, hoping cash would fly out. Jackpot.
The juice, the perfume, in his mind is the first win, cherry #1. Cherry #2 is the bottle. To him, it is the visual interpretation of the fragrance promise. Cherry #3 is the name of the perfume. So often, he says, in today’s crowded perfume world, the names mean nothing. They’re borrowed. Madame this. Monsieur that. They are not promises. Opium, Eternity, Angel, they offer a promise. The fourth cherry is the fragrance story, so often pretentious, overblown, sometimes silly. That authentic feeling we can share is missing.