A common complaint about natural perfumes is that they rarely, if ever, transcend their materials. That without the lifting sparkle of aldehydes or the spaciousness of white musk or Iso E Super they take up a dense, muddy form, their back flattened against a wall. To be honest, as much as I love natural perfumes, it’s hard to deny this.
In October 2004, a man called Chris Anderson wrote a very influential article for Wired magazine called “The Long Tail”. In it, he explained how a little-known statistics term, called the long tail, actually explained a lot about success in the business world. The basic premise is that the market for products not widely available in bricks n’ mortar stores is as big, if not bigger, than the market for products that are carried in stores.