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The latest edition of the fragrance industry ‘bible’ is now available |
AUSTRALIA. Leading fragrance expert Michael Edwards has published the 29th edition of his Fragrances of the World guide book, recognised as the fragrance industry “˜bible’. The publication lists over 8,500 fragrances in total – more than 1,000 of which were launched in 2012.
Edwards has been monitoring fragrance launches for nearly 30 years. “My first guide book in 1984 listed just 38 new fragrances,” he noted. “Our 2013 book is notably bigger and heavier than past editions, which sends the message that the fragrance industry remains strong.
“We tracked 1,330 new fragrances in 2012, up from 1,220 in 2011. Whilst the volume of launches shows no sign of slowing, we are seeing brands being more resourceful. Brands are capitalising on formulae modifications – eaux de parfums, eau de toilettes, elixirs and the like – to enhance the success of a current fragrance, with perfume collections gaining ground in certain markets.”
Limited editions remain strong: Edwards charted 206 in 2012, compared with 228 in the previous year. Increasingly, seasonal fragrances are being used to test the market; if successful, he maintains, they tend to join the regular line-up.
Within the celebrity sector, after a decade of proliferation the number of launches waned, although Lady Gaga’s Fame (created in collaboration with Coty) was one of the most highly anticipated launches of 2012. Last year, only 52 new celebrity fragrances were introduced, compared with 74 in 2011.
In contrast, the niche segment continues to gain ground in volume terms, with 331 launches in 2012, versus 276 in 2011. “Certainly niche brands are affected less by external market forces such as the state of the economy,” Edwards explained. “However, the extent of growth from a number of these brands is very encouraging.”
Edwards and his team worked closely with renowned Australian photographer and florist team Saskia Havekes and Gary Heery from Grandiflora Sydney, to produce the imagery in the book. “Saskia and Gary embraced the project with such enthusiasm, they immersed themselves completely in the materials used to create fragrances – the result is quite extraordinary,” Edwards acknowledged.
The Fragrances of the World guide book shows discontinued, iconic and limited-edition fragrances, and is indexed by gender and brand for ease of reference. It is described as an indispensable sales tool and coveted collector’s edition.
For more information, please visit the website: www.fragrancesoftheworld.com
About Michael Edwards
The first edition of Fragrances of the World was published by Edwards in 1984. He has classified more fragrances than anyone else in the history of perfumery. In 2004, Edwards won his first FiFi award, for his Fragrances of the World.Info database. Women’s Wear Daily dubbed him “the brain of the fragrance industry”. In 2007, Edwards shared a second FiFi award for an in-store adaptation of his database.
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Edwards describes himself as the fragrance world’s only impartial and independent authority. He makes no charge for listing or classifying new fragrances, and declines both advertising and sponsorship.
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