2009 - between a lab and an elegant bureau a new launch is prepared, the work of 2 men one being a perfumer. The real story is a secret. We might never know if the juice is a) the result of a reworked GC analysis b) a formula from a previous rejected project c) the result of an inspiring conversation between the 2 persons.
2010 - the perfume is put on the market - a beautiful and convincing story, an amazing bottle and many press articles. Very soon I discover the perfume and the reactions in the fragrance world. On a blog I read about the lack of inspiration, the inspiration from here and there. On another blog I read an amazing philosophical analysis hard to read and understand but I suppose I smelled a masterpiece. A critic gives only 2 stars and a journalist writes about several controversies around this perfume - why did they do that to women? Why did they put natural civet? Is it good to follow trends? I'm just amazed how many thoughts can live in a small drop. I smell again the perfume but I'm not convinced to buy it. What I read is too much for me.
2010 - 6 months after - Almost nobody speaks about the perfume and I almost forgot what I read and all the "connections" that were explained. When I smell the perfume I'm almost blind to all that buzz. I simply like the perfume and I buy a bottle. It's just pleasant, seducing and there is nothing to "shock" my nose. I still like wearable scents.
2010 - 9 months after - I finished 2 bottles but I will not buy a new one. I've just found a new article to flatter my snobbery and I do like the new fragrance.
2013 - Nobody speaks about the perfume. I forgot it, but you can still find bottles in silent corners of a perfumery shop. Ads are still produced and sales numbers are still good.
2020 - Next generation of perfumistas don't want to hear about the monster of 2009 - it represented such a lack of creativity and all the bad from the previous decade. Me too, I'm a new person. I changed fashion, color and home. I found several scented Grails and I'm not in the mood for changing them very soon. Do I get old?
2030 - In a book about history of perfumes I found a small picture of that perfume, now it's in the classic category. But nobody wears it. It was already discontinued just in time before the public anathema - "lady like smell".
2040 - The disappearance of the perfume from our world left almost no trace.
2050 - Somebody found a full bottle in an action. The mysterious perfume happens to be from 2009. It's an amazing discovery! The new generation of perfumistas thinks it’s a masterpiece. A treasure from the past. "Such an amazing perfume so different from those of our times". Those believing in futuristic perfumes qualify them as "nostalgic and old fashion".
2051 - The original formula is reconstructed in a museum. "It's indeed a masterpiece, from that glorious period!" A brand puts the perfume on a market. I do not know if they did the exact formula or not but everybody agrees that "it's not so good as the first version, they did it only for money." I smell the perfume but cannot tell anything. I remember only that it was a 2 star perfume with many opinions and maybe I bought it ages ago. But now I love it very much. Is it because it remembers my youth or because it is indeed a masterpiece? I read impressive articles on the ultimate masterpiece from an extinct world. A journalist founds the very old perfumer and asks him about the creative process. "It is only an artist who could have created such a beauty!" With a subtle smile he says "I do not remember the circumstances…"
2010 - the perfume is put on the market - a beautiful and convincing story, an amazing bottle and many press articles. Very soon I discover the perfume and the reactions in the fragrance world. On a blog I read about the lack of inspiration, the inspiration from here and there. On another blog I read an amazing philosophical analysis hard to read and understand but I suppose I smelled a masterpiece. A critic gives only 2 stars and a journalist writes about several controversies around this perfume - why did they do that to women? Why did they put natural civet? Is it good to follow trends? I'm just amazed how many thoughts can live in a small drop. I smell again the perfume but I'm not convinced to buy it. What I read is too much for me.
2010 - 6 months after - Almost nobody speaks about the perfume and I almost forgot what I read and all the "connections" that were explained. When I smell the perfume I'm almost blind to all that buzz. I simply like the perfume and I buy a bottle. It's just pleasant, seducing and there is nothing to "shock" my nose. I still like wearable scents.
2010 - 9 months after - I finished 2 bottles but I will not buy a new one. I've just found a new article to flatter my snobbery and I do like the new fragrance.
2013 - Nobody speaks about the perfume. I forgot it, but you can still find bottles in silent corners of a perfumery shop. Ads are still produced and sales numbers are still good.
2020 - Next generation of perfumistas don't want to hear about the monster of 2009 - it represented such a lack of creativity and all the bad from the previous decade. Me too, I'm a new person. I changed fashion, color and home. I found several scented Grails and I'm not in the mood for changing them very soon. Do I get old?
2030 - In a book about history of perfumes I found a small picture of that perfume, now it's in the classic category. But nobody wears it. It was already discontinued just in time before the public anathema - "lady like smell".
2040 - The disappearance of the perfume from our world left almost no trace.
2050 - Somebody found a full bottle in an action. The mysterious perfume happens to be from 2009. It's an amazing discovery! The new generation of perfumistas thinks it’s a masterpiece. A treasure from the past. "Such an amazing perfume so different from those of our times". Those believing in futuristic perfumes qualify them as "nostalgic and old fashion".
2051 - The original formula is reconstructed in a museum. "It's indeed a masterpiece, from that glorious period!" A brand puts the perfume on a market. I do not know if they did the exact formula or not but everybody agrees that "it's not so good as the first version, they did it only for money." I smell the perfume but cannot tell anything. I remember only that it was a 2 star perfume with many opinions and maybe I bought it ages ago. But now I love it very much. Is it because it remembers my youth or because it is indeed a masterpiece? I read impressive articles on the ultimate masterpiece from an extinct world. A journalist founds the very old perfumer and asks him about the creative process. "It is only an artist who could have created such a beauty!" With a subtle smile he says "I do not remember the circumstances…"
Photo: 1973 ad for Rynelia (Everfast) "Rinelya for ever"
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Fragrance is the 8th Art - Octavian Coifan - Le Parfum est le 8ème Art
