What is Niche Perfumery?
Niche perfumery is an alternative to mass perfume production. Niche is limited by the clientele and therefore with a limited sale range, thus the goal of niche houses is not to sell as much as possible. Art and creativity is in first place in niche perfumery, and as it applies to any other kind of arts, there is a possibility that a niche perfume creation will not be recognized and accepted.
Some niche houses are more popular than the others and have no need to balance between the art and profit. Some of those are the houses of Annick Goutal, L'Artisan Parfumeur, Serge Lutens, Jo Malone, Acqua di Parma, etc. Some houses stand out even more and create their own niche within the niche perfumery, They differ from others by :
- Using exclusively natural essences including alcohol
- Fragrances of particular places
- Using synthetic materials
- Focusing on a single note, such as Rose scents or Vanilla scents
- Capturing the scents of exotic locales
There are several basic principles that the niche houses adhere to in order to resist mass (luxury) perfumery :
Niche houses tend to have their own perfumer in charge of the fragrances of the house, just like it was in former days.
Niche houses have a selective approach to the distribution of their products. The fragrances of niche houses can almost never be seen in shops that sell mass fragrance production products, or in big department store chains.
Niche houses do not recognize advertising, apart from, perhaps, magazine articles and interviews in prominent media. For them, the best ad is their good reputation.
Creed Perfumes
Annick Goutal Perfumes
Maison Francis Kurkdjian
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Source : fragrantica.com
