fragrance blogger

Mugler And Azzaro Sold To L’Oréal: The Unavoidable Challenge To Launch A New Fragrance Today.

Mugler And Azzaro Sold To L’Oréal: The Unavoidable Challenge To Launch A New Fragrance Today.

I must confess I was quite shocked when I heard the news. First I could not believe it was true and second, everything I knew (or I thought I knew) vanished with just a little piece of news: Mugler and Azzaro were sold to L’Oréal. This news was like a bomb for all fragrance aficionados around the world. It sounded like in a movie if the bad guys would win at the end. Everything that Mugler and Azzaro stand for…

Friday Chronicle # 32: Eight Fragrances Considered As True “UFOs” In Terms Of Creativity Worth Knowing.

Friday Chronicle # 32: Eight Fragrances Considered As True “UFOs” In Terms Of Creativity Worth Knowing.

The history of perfumery saw millions of fragrances launches. In the past 15 years, there has been between 400 and 1000 fragrances launched every year. Out of all these launches probably only one or two would still be around after 5 years. Some fragrances are commercial hits not made to last, others became market leaders and a few were literally creative UFOs. These outstanding fragrances came out from unique creative universes and met their audiences across the years and for…