Niche fragrances
Last year, when I approached the world of perfumery during a course organized by “Museo del Profumo” in Milan with Mr. Giorgio Dalla Villa, expertise of ancient perfumery and director of “Profumeria da Collezione” Magazine, I heard this expression: niche fragrances.
So I thought that the supremacy of marketing has been imposed to the world of perfumery too, underlining a gap between quality, as aim of the so-called Artistic Perfumery and quantity, main goal of perfume mass production.
But I tried to go deeper: Dalla Villa provided his owm opinion during the course.
According to Dalla Villa, the expression of niche fragrances is an use and abused slogan in perfumery, especially by those who lack passion. Although the supposed difference is often more linked to distribution than to quality. The price war, made by large retail chains on the products in fragrances business, has unfortunately created the proliferation of brands of niche as expensive brands: this is the true nature of the sector of Perfume Art.
Asking to Dalla Villa which are the basis of artistic perfumery, he said that in order to define the perfumery as artistic, two elements are necessary:
- raw materials of high quality
- composition cutting artistic
Further considerations about the external aspect of the product (package) should be considered incidental. That is: if a great scents also has an elegant bottle or a well refined box, this is good. But you can’t accept the opposite.
Today, Dalla Villa said, there are perfumery agents who make choices based on what they consider most right for their businesses. It means that scents would normally belong to a medium-low cost, with a great packaging, are proposed with stratospheric prices.
In order to fix this problem, Della Villa thinks that the only filter can be posed by perfumers or proponents products to end users: every retailer who married the world of perfumery art should have the right tools to understand if a product that is offered for sale in his shop, is to be considered qualitative valid, in terms of olfactory characteristics.
"The new fragrance by packaging" 
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