Browsing Tag

Vero Profumo

Animalic Aromatic Floral Jasmine Oud Review Thoughts

Parfums Dusita: A Case Study, The Perfumes

December 16, 2016
dusita-oudh-infini-3

 

If I were writing a book on how to make it big in niche perfumery, I’d make Dusita a headlining case study. Even the most casual observer of the niche sector would tell you that Pissara Umavijani, the founder of Parfums Dusita, is probably the most astonishing success story of 2016. The niche sector is thick with the self-taught, entrepreneurs, amateur mixologists, and mainstream brands masquerading as niche, but in 2016, Pissara came out of nowhere, swept them all aside, and went straight to the top end of the market, charging between €300 and €400 for a bottle, and completely getting away with it.

 

Whether the perfumes themselves are any good is almost beside the point. Truth be told, I am more impressed with Pissara Umavijani’s business strategy than the perfumes themselves, but both are worth looking at.

 

The first thing that Umavijani did right was to align herself immediately with the right partners. The niche and artisan sector is rife with self-taught perfumers, but results are not typically the high-end, polished luxury perfumes that command Roja Dove prices. In partnering up with a very good team at one of the best fragrance labs in Grasse, she was able to ensure that the product itself was as polished as a Bvlgari jewel. And all credit due here – Umavijani is clearly an excellent creative director, taking the time to push her team to produce perfumes that are not commercially safe as Roja Dove’s perfumes, but important, artistic efforts in their own right.

 

From a commercial point of view – branding, product placement, bottle design, graphic design, copy, distribution, and so on – it is also clear that Umavijani knows what she is doing. Every single detail is haute luxe. But the most important thing that Umavijani seems to have understood is this: people need to smell the product in order to enthuse about it. 90% of success in a crowded market such as niche perfumery is simply access. Umavijani set up a very generous sampling scheme whereby for the price of postage from Paris, you would receive three large deluxe samples of each of the perfumes, housed in simple but luxurious black decant bottles.

 

The sampling scheme ensured that as many people as possible got to smell the perfumes. Since the perfumes are very good indeed, people enthused about them online, and the word spread – suddenly the name of Dusita was everywhere on the Internet. It was a canny investment, and other niche companies looking to enter the market should look to this example.

 

Companies always gripe about the expense of sampling schemes. And yes, at first glance, they are loss leaders. But Umavijani (or an advisor) had a clear vision as to the precise dividends such a sampling scheme would eventually pay out in terms of brand recognition and customer valuation. Dusita’s sampling program must have cost thousands and thousands of euros, but it was no after-thought. It was a deliberate part of the strategy to get Dusita perfumes talked about in the community, and I bet a large portion of the operational budget was devoted to it.

 

The second thing that Umavijani did right was social media marketing. Social media engagement is a very tricky thing for niche and indie perfumers, and few get it entirely right. Too much chatter with perfume fans runs the risk of cheapening a brand, and too little wins you a reputation for standoffishness. You want to be available to answer questions and do post-sales follow-up, but it is also important for a brand in the luxury segment of the niche perfume market to preserve at least a little bit of mystique.

 

Umavijani is always present on social media, always checking to see if she needs to say thank you for a nice review or answer a comment. She has aligned herself with certain influencers and prominent bloggers to help magnify and grow the brand’s presence, but has managed to make her online presence as charmingly non-commercial as possible. She is there to sell, yes, but she manages to make the seams between social media participation and selling thin enough that you don’t feel aggressively marketed to.

 

Only time will tell how authentic a voice Umavijani will prove to have on the social media networks and throughout the broader community. Authenticity always rings true: I think of perfumers such as Liz Moores, Sarah McCartney, and Andy Tauer who apart from handling all the onerous, day-to-day tasks of their businesses also engage meaningfully with their customers on social media, openly sharing the intimate details of their personal lives and their perfume business with joe schmoes like me and you. It feels like a privilege to be allowed this kind of access, but I know it can’t be easy for them either. Authenticity of voice on social media is very tough to develop and maintain. There’s a line to be walked, and it’s no joke trying to navigate one’s way to it.

 

One last word, on pricing. Many bloggers say that the only thing that matters is the perfume itself and that the price shouldn’t come into the equation. I think that price plays a very big role in how we (subconsciously or consciously) value a fragrance. Simply put, if something is cheap, we perceive its materials to be cheap. If a perfume costs almost €400, we assume that the very best materials went into it. It’s just the way our prehensile brains work, sorry.

 

Perfumers can price their products in two ways – production pricing or market pricing. In production pricing, you work backwards from the cost of the materials and man hours, and price the perfume at what it cost to produce (adding in margins for distributors, marketing, one’s own income, etc.). Andy Tauer recently provided an example of what goes into the costing his perfumes, and Laurie Erickson also published a post about the business costs involved in running an artisan perfumery.

 

On the one hand, this makes things quite clear – you know you are paying more if a precious or rare ingredient was used. On the flipside, exposing one’s own profit margins to your customers opens the door to discussions over how fairly you’ve priced your own talent.

 

Market pricing, on the other hand, prices a product at exactly what the market is willing to pay for it. A perfume priced at €400 ignores all the details and simply asks the question “Are you worth it?” If you feel that you deserve the luxury of an expensive bottle of perfume, then you will buy it. You won’t quibble about the perfumer’s margins, you know only that this perfume must be absolutely amazing because it costs almost €400.

 

People in the fragrance community talk grumpily about luxury pricing, but really, we all know that past the €80-100 mark, you are always paying for the prestige, the boasting rights, and not the actual perfume. No perfume costs more than €10 or so to make, anyway. But perfumes priced at luxury prices sell because they play into the perception that a high price means top quality.

 

Parfums Dusita didn’t play around – they went straight in at Roja Dove prices. That took some guts. But they held steady because they knew that the perfumes were good enough to stand up to the scrutiny of the few for whom the scent actually matters, and satisfy the desire for the exclusive, the pricey, and the haute luxe for the person also buying the $35,000 Rolex.

 

But Oudh Infini costs €100 more than Issara, so there’s a strange dash of production pricing mixed in there with the market pricing. The price difference is probably supposed to come across to the customer as the marker of quality for the real oud used in the fragrance. That gaping price differential makes me curious as to what they are actually using as the oud note, whereas had they priced it the same as the others, I wouldn’t have cared. But a €100 price difference? That kind of makes it my business, as a consumer. I could speculate that the oud is an expensive new oud captive developed by a laboratory like IFF or Givaudan, or real oud oil from the plantations in Laos (which I’ve been told is so plentiful and consistent in quality that it is sold in liter jars to perfume companies in France). Either way, I doubt that the cost differential actually amounts to €100 per 50mls of liquid.

 

From a market pricing perspective, though, pricing an oud-based perfume at this much more suggests to the customer that the raw materials are hellishly expensive. It’s a genius move because with a simple (and probably arbitrary) pricing adjustment, you’ve added value to the customer’s perceptions of your brand’s worth as they open their wallet.

 

Anyway, on to the perfumes themselves! They are all very good and interesting, although not half as interesting to me personally as the brand’s own stratospheric rise.

 

Oudh Infini has far more of the animal, furred warmth of a pack animal than a tree or resin, so at first my nose thinks it smells heavy deer musk, not oud oil. But then I’m reminded that there are a couple of pure oud oils out there that mimic the characteristics of deer musk, such as Ensar Oud’s Yunnan 2003 oil, which has a furry thickness to it that makes me think I can just reach out my fingers and touch the warm animal in front of me.

 

It is a brave act, you know, to launch a commercial perfume that smells like this. Those of you who have grown up on farms will not be shocked – neither will people who wear pure oud. But the rest of you? Prepare your nostrils, for Oudh Infini smells intensely of warm sheep, packed ten deep into a shed in winter, the warm (tallow fat) smell of their oily wool mixing with their shit-smeared backsides and the soiled straw beneath. I pick up a faint hint of roses, faded and sour like the emanation from a vase of roses in a locked room. It is not pleasant, it is not pretty, but it has impact.

 

Past the ferociously animalic, barnyardy opening, creamy sandalwood and vanilla turn the oud into a crottin of goat’s cheese. It’s refined and gentle – as I mentioned once to a friend, like dung strained through a silk stocking.

 

Oudh Infini does an excellent job of sketching out what one would smell in a real oud oil – evolving slowly from barnyard, feces, pack animals to runny cheese and flowers and herbs. It lacks perhaps only the more complex depth of camphor, smoke, sap, and woods that form the backbone of pure oud oil, but all the other markers are there.

 

However, and this is a big however, I am having trouble placing Oudh Infini in a hypothetical wardrobe. I love pure oud oil but I also love fragrance compositions that present me with a different, more artistic impression of oud. My trouble with Oudh Infini is that it smells too close to the real oud oil experience for it to succeed purely as an artistic interpretation of the oud theme.

 

In other words, if I want something that smells like real oud oil, why not (for reasons of cost and others) just go for oud oil? Naturally, personal preferences in terms of how we prefer to wear perfume come into it, but if you are thinking of a real oud oil experience, then there is little else as magical as an essential oil (oud oil) that can give the nose all the complexity of wood, fruit, flowers, dung, soil, and ozone without any help from a fragrance laboratory. If I want to wear a proper perfume based on oud, I’d go for more ambitious, complex perfumes such as Oud Shamash or Oud Osmanthus. They don’t smell as authentic oudy as Oudh Infini but verisimilitude is not what I’m seeking when I wear oud-based perfumes. I want the smoke and mirrors.

 

Mélodie de L’Amour is, to my nose, a powerful statement on jasmine, the filthy kind that drapes the insides of your nostrils in the matte black ink of pure indole. Very little to differentiate here at first between the flat wall of scatole that rises off a fresh turd and a jasmine decaying right off the vine, which is how all jasmines would be if I had my way. Boy, it fairly pins my ears back. There is the faint breath of rotting fruit to add moistness to the dank, flat tonality here, a peach or pear perhaps, with an undertone of acrylic paint or turps.

 

Later, it develops a green, rubbery, creamy cheese odor that I assume is gardenia, but it is successfully managed by that wall of jasmine and never approaches the rancid horror of Dame Perfumery’s Gardenia soliflore, which smells like black spots on butter taste in my mouth. Mélodie de L’Amour is the rare instance of a floral that smells more like an animal than a plant, joining the ranks of other bloodsucking florals such as Manoumalia, Rubj, and Une Fleur de Cassie, perfumes I never know if they going to wear me, eat me, or fuck me.

 

Issara is the most immediately likeable and wearable of the initial Dusita trio. For a fougere, it is surprisingly lush and sweet, deftly side-stepping the beardy, Brut-ish machismo of most of this year’s fougere revivals (I’m looking at you, Le Barbier de Tangers) and aligning itself with softer takes on the theme, such as Chanel’s Boy. The topnotes sparkle like sunlight on fresh snow – friendly, crisp pine mingling with mint and sage, faintly sugared with tonka bean and a starchy white musk. There is a beautifully fresh, green “salt” note here, reminiscent of beach grasses and sand dunes.

 

I only have two issues here, really – first, that the musky, tonka-ish drydown is rather synthetic in feel, in comparison to the more natural Oudh Infini and Melodie de l’Amour (I suspect a touch too much of either Ambroxan or Iso E Super), and second, fougeres used to be the unpretentious backbone of the male grooming world, so I’m not sure if putting it in extrait form or pricing it at €295 for 50mls isn’t missing the point somewhat. Issara is a very good fougere, but for that type of money I’d rather buy a 200ml vat of Chanel’s Boy and just splash it on with gay abandon.

Independent Perfumery Lists

Top 10 Indie Perfumes I Want to Own

October 7, 2015
8NK7QTGQY8_1600x1067

I’m cheating slightly here, because there are more than ten on my list. I’m a greedy bitch and can’t confine myself to wanting only 10. But since that seems to be the magic number for this list-y thingies, then 10 it is!

This is basically a list of perfumes that made me stop in my tracks. It doesn’t happen very often, but when it does, more often than not it happens with indie perfumes. That is to say, perfumes produced (mostly in small batches) by independent perfumers, who tend to be one-person outfits with none of the distribution channels or financial backing of big cosmetics companies like most of the big name brands.

The fact that these independent perfumers are able to produce heart-stoppingly good, often brilliant perfumes without the big bucks or sophisticated marketing engines behind them is one of those things that makes my Irish rebel heart happy. It just does.

Here’s the list  – click on the links to go to the full review. Just to be clear – I don’t own any of the perfumes on this list…but I really, REALLY want to.

First up is Hiram Green’s Shangri-La. A sexy peach-skin and jasmine chypre with an animal growl operating just under the surface. I see a sexy librarian wearing this – the type you see in Mills and Boon novels with the high-necked blouse and tidy chignon that comes undone with passion behind the shelves with the silent-but-deep cowboy type she hates (but doesn’t really hate).

Bond-T by Sammarco is a dark, dry “sort of” gourmand perfume that smells like the best dark chocolate, leather, and black tea you’ve ever smelled. Hot damn, this is some sexy stuff right here. Great on a woman, but hubba-hubba on a man. Apply this to a man and you will be clubbing him over the head and dragging him back to your, um, cave.

Peety by O’Driu is an unusual tobacco perfume – not at all comfortable like others in the category (Tobacco Vanille, Pure Havane, etc.). Instead it goes for an unsettling combination of pissy honey, medicinal cloves and herbs, and a paper-dry tobacco. Weird and gorgeous. And totally wearable. You’re supposed to add a drop of your own pee to experience Peety in its full, er, splendor. Click through to see if I did or not….

Mito by Vero Profumo is an Italian garden’s worth of green leaves and citrus fruit squeezed into one little bottle. There is something about this that says “Diorella-on-Steroids” but I love it far more than Diorella. If you want classical greenery and anti-classical rotting underbelly, Mito has you covered. I can’t believe I don’t own this. Yet.

Lampblack by Bruno Fazzolari is the first vetiver fragrance I have ever enjoyed enough to want to own a bottle of (if you don’t count Timbuktu and Shaal Nur as vetiver fragrances, which oddly some people do not….freaks). A sour spray of grapefruit rind against a matt, black background – that’s what this smells like. Deep, crisp, and unforgettable.

Odoon by Pekji is my platonic ideal of a woods fragrance. Dry, pure wood with little pockets of sweetness like droplets of maple syrup caught inside the wood going pop, pop, pop when the log is put on the fire to burn. My sample broke and the contents shrank to an attar-like sludge, making it even better. In fact, if I ever get a bottle of this, I plan to crack it on the kitchen counter like opening a bottle of champers and then leave it on the window sill to concentrate.

Le Maroc Pour Elle by Andy Tauer is a heady, sumptuous rose and jasmine perfume that is refined and naughty in that classically French tradition, but also has a side that hangs out in the local head shop huffing Indian incense and cheap patchouli oil. Rather marvelous…can’t get this one out of my head (cue Kylie).

Cimabue by Dawn Spencer Hurwitz is Safran Troublant to the power of Opium. Or Theorema. Like a golden, fruit-studded Pain d’Epices or Pannetone, it writes Christmas in big letters across the sky. An oriental you can almost, but not quite eat. Right now with the weather drawing in, it’s all I want.

Christopher Street by Charenton Macerations is a turbo-charged version of an eau de cologne that twists the form in bewildering ways. The opening notes come at you like a huge wall of sound, fizzing and snapping at you like electrical wires cut loose in a storm. It’s explosively sour, like those lemon and lime sweets you bought as a kid and sucked until they corroded the lining of your mouth. Truly exciting stuff.

Winter Woods by Sonoma Scent Studio is a big ole angora sweater of a scent, with dark amber, smoky incense, tree resins, and animalic leather all twisting together like strands of wool until you can’t tell where one strand ends and the next begins. Comfortable and edgy at the same time, like hearing the howl of a wolf deep in the forest from the safety of your cabin fireside.

Au Dela by Bruno Fazzolari is an ode to citrus, sun-baked hay, and a green jasmine that floats above a dark, salted amber like a layer of silk. It triggers a scent memory to do with my father and his Eau Savauge, but I’m not sure that explains my fascination with this. It feels like I am remembering a glorious past, but in a quiet, unemotional way.

Jeke by Slumberhouse….I love you, I hate you, I love you again. I think I was always a Slumberhouse ho from the get go (yo!), but it’s only recently I got into smoke-monster fragrances. Le Labo Patchouli 24 was my gateway drug and from there I found my way into Jeke, which I had originally despised. Now, it’s my down-country Tribute.

Chypre Floral Oriental Leather Oriental Tobacco Tonka Woods

Molinard Habanita

September 18, 2015
oldtimer-83963_1280

Molinard Habanita is a giant in a field of gnats.

But man, it took me ages to understand it, let alone enjoy it. At first, I was repulsed. It smelled harsh to me. Indistinct and muddy – like a fistful of wet, mulched leaves. There was a sticky grey -brown cast to it that lent it a slightly glum feel. Who the hell wants to smell like this, I thought to myself.

But something kept making me want to wear it, and now, with time, I’ve come to love it. And I don’t mean love it from a distance. No, I actually wear Habanita once a week. Coming from a gal with as many perfumes as I have, that should tell you something.

I think I’ve got a handle on what makes Habanita tick now.

At the heart of Habanita lies a soft, worn leather note that recalls the smell of the inside lapel of a well-loved leather jacket. It is an intimate smell, a beat-up leather mixed with twenty years of human skin rubbing up against it. It’s not a leather with aspirations to luxury, like Chanel’s Cuir de Russie, or leaning towards unbearably animalic, like Montale’s Aoud Cuir d’Arabie. It’s just a low-down, rough-copy leather, a smell with history, and aware of its humble beginnings as a liquid used to perfume cigarettes.

The leather note at the center reminds me somewhat of Onda by Vero Profumo. They don’t smell alike, really, when taken as a whole. But the more I wear Habanita, the more I understand that Onda is the core of Habanita extracted, shaken clean of the powder, tonka, and the flowers, and reshaped as a gaspingly harsh leather chypre. The core accord in both is a grainy, grimy leather with a slightly unclean, carnal feel – a half-urinous, half-honeyed tobacco-like smell. There is also a whiff of floor disinfectant. Whereas this is what had repulsed me to begin with, I now find this very sexy. It’s a lived-in, intimate kind of smell. This combination of honey and tobacco or vetiver that works for me in a few of my other favorite fragrances as well, such as Serge Lutens’ Fumerie Turque and Jardins D’Ecrivains’ George.

There’s a lot more going on in Habanita than in Onda, though. Whereas Onda is all about that fierce, dry honey-vetiver-leather, Habanita wraps it all up in a thick blanket of baby-powder florals (rose, heliotrope, and jasmine) and submerges it in a base of sandalwood and vanilla. I also get a buttery almond-like smell akin to the cherry tobacco smell of an unlit pipe, so perhaps there is tonka in there too (I’m convinced there is).

But despite the complex list of notes, I have to say that Habanita maintains its rather singular identity all the way through. It never smells overtly floral (although there are tons of flowers) or incense-y (although it has resins). Even the vanilla and the vetiver don’t smell like vanilla and vetiver – they meld so completely with the honey, flowers, woods, and resins that their separate identities are completely consumed. What they give birth to is a new form – that nutty, dry leather core of Habanita.

I own three versions of it – the modern Eau de Parfum (inexpensive), the vintage Eau de Toilette (costs a fortune and is increasingly difficult to find), and the vintage-ish pure parfum (discontinued, I believe). They are all three essentially the same when it comes to the core accord that makes Habanita Habanita, although there are some slight differences.

The modern EDP is plush, deep, and more intensely powdered than the vintage EDT, and has a gummy, lemon-green mastic note at the start that is missing from the other versions. The vintage EDT has a sharp petigrain note at the start and more of a spicy, clove-y character, but it dries down to the basic scent profile as is found in the EDP.

The pure parfum goes straight to the leather-tobacco core of Habanita without any of the harsh, wild green opening notes of the other two versions – it is altogether quieter and more buttery. It is also the version with the most smoke, which I enjoy very much. All three versions last on my skin for an eternity. But I wouldn’t necessarily feel that you have to hunt down the pure parfum or the vintage EDT unless you were really a hardcore Habanita whore like me. The modern EDP is a rare instance where a beloved classic was not only preserved but also maybe a little improved. Plus – and when do you ever get to say this about a favorite perfume – it is democratically priced.

Green Floral Summer

Vero Profumo Mito Voile D’Extrait

June 25, 2015
BWSN1KKYV0

Addictively green! Actually, green and acid yellow, because along with the garden’s worth of green leaves and a tree’s worth of dry, resinous galbanum shoe-horned into the opening notes of Vero Profumo’s Mito Voile d’Extrait, there is also a hyper-lemon or bergamot accord in there that feels like a million citruses pressed into action all at once. The bitter rind, the juice, the pulp – it’s all here, upfront.

And immediately, in the midst of all this green-and-yellow madness, a creamy white flower starts unfolding its petals, explosively, in a hurry to show off its pushy beauty. Magnolia? Maybe jasmine. Surely, at first it is magnolia – a creamy, non-indolic smell that smells like a magnolia freshly plucked from the tree, complete with the slightly poisonous smell of the green juice of the just-ripped leaves and stems.

It’s beautiful and heady, and yes, supremely botanical in feel. Mito feels like a dense, packed green thing at first, but it has development. It unfurls. The green, citrus ‘roid-rage’ opening unfurls to reveal a magnolia, and the magnolia parts its petals to reveal a very Diorella-esque note of overripe peach or melon. No fruit is listed, but I smell a sticky fruit of some sort.

This ‘rotting fruit’ core is the part of Mito that takes it from a merely botanical wonder of citrus and greens that might have been done by Annick Goutal (only 100 times stronger) to something more complicated, something closer to the slightly decaying, salt-grass-and-fruit chypres that form the bedrock of French summer-chic perfumery, specifically Le Parfum de Therese, Diorella, Cristalle, and even Femme.

Wearing Mito is an all-in experience. You get the lush grandeur of an Italian garden, the resinous greens, the citrus, and creamy white flowers. But you also get the gassy fruit and underlying decay. The extreme dry down of Mito is a surprise – on my skin, it’s all jasmine, with nothing green or botanical or chypre left to provide ballast. I find myself re-spraying to re-live the amazing opening and heart. That’s the part that I find exciting. I’ve gone through two samples, though, and am currently Mito-less. Damn it.

This makes the “maybe” list. Does the joy I feel in the opening notes justify the expense? Hmmmm. We will see.