Even [Fabrice] Penot has said he has mixed feelings about its success—the scent that put his brand on the map often overshadows Le Labo’s other fragrances.
But for all the jokes and memes, Santal 33 drove “strong double digit” growth for Le Labo in every region of the world for the first quarter of 2024. And it has held our attention for far longer than most. “Santal 33 is the icon fragrance of an entire generation, male and female,” said John Demsey, the former executive group president of the Estée Lauder Companies. Not many perfumes can claim that.
— Read more in The Tragedy of Santal 33—Everyone’s Signature Scent at The Kit.
Good morning.
I also have mixed feelings about that. It’s wonderful to have a best seller. For the brand, it means money and for the consumer, the chance that their favorite fragrance won’t be discontinued, yet be likely reformulated to follow the heavy regulation.
I don’t wear Santal 33. I don’t mind smelling it. I prefer fragrances that are not too recognizable or trendy. That’s mostly part of my mixed feelings as a perfumista. Why would you like to smell like your neighbor, coworkers or best friends is beyond me. But most of the consumers are not perfumistas. I hope the Le Labo customer gets curious and explore more from the brand.
I am glad I didn’t adore it in the beginning, and never thought it was their best…because like you I would not wear it once it was so trendy.