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.
Michael Edwards will publish the latest version of his “fragrance bible”, Fragrances of the World 2016. The 2016 edition lists fragrances grouped by fragrance family, and includes over 2,000 new releases from 2015. The book is used by numerous retailers to help customers find fragrances they might like based on the scent(s) they already know and enjoy…
The seemingly inexorable rise in the number of women’s fragrances year-on-year was halted in 2014 when the launch pipeline contracted by -4.4% according to new data from Fragrances of the World 2015. Niche scents fell even further.
— TRBusiness, reporting on Michael Edwards' numbers for 2014. Note that we still got more overall fragrance launches than the year before! Read more at Women’s fragrance launches fall by -4.4%.
Michael Edwards has released the latest version of his “fragrance bible”, Fragrances of the World 2015. The 2015 edition (the 31st) lists over 8,000 fragrances grouped by fragrance family, and includes over 1,500 new releases…
You had American women who had grown up with Charlie and had become part of the designer revolution of the 80s and were now looking for something different that not everybody knew about. And you had department stores who were desperate to pick up some new brands. That was what caused the revolution of niche.
And then of course the Internet happened. Suddenly the perfumistas took control of it. Unfortunately though, because the entry price is so low, any Tom, Dick and Jane can come up with a range of fragrance.
— That's Michael Edwards, author of Perfume Legends, talking about the rise of niche fragrance. Read more at The Revolution Of Niche - An Interview With Michael Edwards at Persolaise.