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Available in January 2011, Fragrances of the World 2011 will feature 850 new fragrances |
AUSTRALIA. Leading fragrance expert Michael Edwards has added 850 new fragrances to the 27th annual edition of Fragrances of the World, available in January 2011.
Said to be the “˜bible’ of the fragrance industry, the 232-page guidebook includes selective, niche, “˜masstige’, mass market and direct sale fragrances available worldwide, cross-referenced by fragrance family, gender, brand and year of launch.
“It is the only reference to track the increasingly important niche segment with more than 900 fragrances from 60 niche houses classified in the 2011 edition,” said Edwards. “This brings the total to more than 7,500 fragrances classified going back as far as 1985.
“Fragrances of the World generates sales for retailers. If a customer asks for a fragrance that is not stocked, a quick cross reference of the guidebook lets sales associates offer the perfect alternative based on the classification by fragrance families and fragrance groups. Essentially it takes the guesswork out of choosing a fragrance,” he added.
The 2011 edition features images of scent notes courtesy of Givaudan, one of the leading creative houses. “The photographs take us, visually speaking, to the core of raw materials,” explained Givaudan Head of Marketing Fine Fragrance – Europe Hugh Wilson.
“The enigma of fine photography has always been to see familiar things in a new and exciting light. This has been our goal: to discover the inner beauty of natural ingredients; to surprise and delight through unexpected shapes, colours and textures. Like a butterfly in a garden, the camera delves into the soul of nature,” he said.
An overview of 2009 and 2010 launches, analysed by fragrance family
“Since emotions play such a large part in our sense of smell, people assume there is no logic in their choice of fragrances,” said Edwards. “Yet it is likely that at least two of anyone’s favourite fragrances belong to the same fragrance family.”
A review of fragrance launches worldwide over the past two years highlights the most popular fragrance families in the fragrance wheel (see below for a breakdown of 2009 and 2010 feminine and masculine launches per fragrance family).
Almost half of feminine fragrances are Floral (43%), and together with Soft Florals and Floral Orientals account for 66% of new feminine fragrances.
“Headspace technology has given perfumers an avalanche of exciting new floral notes: it allows them to identify and clone the scent of blooms from which no oil can be extracted by traditional methods,” said Edwards. “As a result, each year unusual new notes are found, revitalising the traditional floral theme.”
Typically a male scent category, Woody notes are also popular in feminine fragrances with the Woody Oriental, Woods and Mossy Woods families making up one-fifth (21%) of all female scents.
“The Aromatic Fougère family, known as the universal fragrance family, is popular for sexy coolwarm notes of citrus and lavender, sweet spices and oriental woods. Its masculine character accounts for 24% of new male scents,” he added.
“Lately perfumers have rediscovered woody notes in a big way. Besides classic woody scents, a new palette of exotic wood notes – often cloned from headspace technology – has stimulated greater activity in this neglected fragrance category,” he said.
Woody notes remain the most popular overall, accounting for almost 60% of all new male scents, made up by Woods (29%), Woody Oriental (19.5%), Mossy (4%) and Dry Woods (6%). The lighter, fresher notes of Citrus and Water account for a total of 11.5% of the male category.
Fragrances of the World 2011 (ISBN: 978-09-8086000-9) has a recommended retail price of AU $195/NZ $250/US $195/£118/€140.
For more details or to order online, visit www.fragrancesoftheworld.com.
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Click here to view the enlarged image (then hover over graphs with your cursor and click for full detail) |
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Click here to view the enlarged image (then hover over graphs with your cursor and click for full detail) |
About Michael Edwards
Recognised by two FiFi awards for his contributions to the fragrance industry, Michael Edwards is the author of both Fragrances of the World and Perfume Legends: French Feminine Fragrances. Known as “the perfume experts’ expert”, Edwards remains independent and makes no charge for listing fragrances. Visit his Twitter page at www.twitter.com/theperfumenose .
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