It is not my reflection based on what's on the market but a very simple conclusion after the 2009 FIFI awards. If you look in the list of the winners you will notice:
Fragrance of the Year Women’s Nouveau Niche: Chloé Eau de Parfum
Fragrance of the Year Men’s Nouveau Niche: Burberry the Beat for Men
It is clear to me that I cannot use anymore this word to speak about a specific "niche" of the market and I'll have to come with something new to avoid confusion. You cannot put Burberry and Artisan parfumeur in the same context and this is not because of an aesthetic quality!
Of course, niche can have many senses in english but it the context and the audience that will determine the meaning in a certain period. Because this is the word used now by the Fragrance Foundation for something that is really mainstream in Europe, maybe we should find other words. Also, I do not understand from FIFI Awards 2009 what exactly is a celebrity fragrance. I was surprised to see "I am King" as a Luxe perfume. It is clear that selling fragrances is very different on 2 sides of the Ocean.
On graindemusc you can read a different approach (not semantic) to the "niche universe" and its challenge.
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Fragrance is the 8th Art - Octavian Coifan - Le Parfum est le 8ème Art