Colours&Perfumes
Yesterday I was with a friend of mine in search of a car. Nothing to do with perfumery… but do you know that the commercial success or cost of a car depends on car’s colour too? The car-seller we spoke to explained that it is a bargain when the car is white because thus it is generally paid quite a half. In fact it seems as if a car is white, nobody wants it. People are willing to pay twice the price for the black version. Something you entrust your life to, is less valuable, if the colour is wrong.
OR
The thought was automatic. Even in commercial perfumery things tend to work in the same way: marketing creates products you choose with your eyes. It’s with eyes that we look at commercials with famous testimonials, the packaging seduces us with shapes and colours carefully studied to hit our sight, it’s with the eyes that we tread the name on the bottle, see the colour of the juice and all the other details.
In today’s scents, the right look is all. The winning look used to sell items in spring-summer may differ a lot from the one that will help selling the same item during winter, the same year. People choose with their eyes something they will smell all day long. I don’t know if it’s right or wrong, but it’s simply so.
Scents enter into us through our nose, their aromatic molecules stimulate our nervous system without electric media. Simply touching it. They gets in with every breath. And speak to our soul, to the collective imaginary and to our instincts very close, from inside of us, sitting on our olfactory receptors, a few centimeters inside our heads. Generally, when people think of a scent, they think in terms of images, but fragrance made for the eye are boring in the long term: it’s not the sight, the correct means to experience them!
OR
Some time ago I was wondering why today’s fragrances (commercial ones), are often so badly fixed, evanescent, lacking “roundness” and body, compared to the wonders of the past and to the artistic ones. Among different considerations, I also thought that fixers, particularly animal ones, are characterized by a very dark colour and even diluted tend to darken the juice inside the bottle. Well, a brown perfume is hardly sold, today. Out of the artistic perfumery, a place populated by people still believing in the nose as the only way to get in touch with fragrances, transparency and colours are determining factors for the purchase and success of a fragrance. Yellow, pale pink, pale green or light blue are allowed, but are rarely used and should be lightweight and above all, completely transparent.
But would you refuse caviar because of its colour?
"The new fragrance by packaging" 
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