Popular Perfume and Benefits of Wearing Discount Perfume Or Cologne

While "Mademoiselle" Chanel herself may haveHéritage. There has been a marked
created her famous No.5, which is still among theacceleration, since the early eighties, in the
world's most famous perfumes, that age is wellcreation of beauty products, with beauty care
and truly gone. Today, creating a "liquor" is theranges - Issima, Evolution, Odélys - and
prerogative of a handful of inventors particularlyalso make-up lines - Matéorites,
skilled at handling essences: they are known asTerracotta and L'Or de Guerlain.
"noses".In April 1994, the perfumer's history turned a
It is not a profession that comes with a diplomamajor corner since the established house was
since, above all, it requires a love of and a gift forbought up by the world's leading luxury group,
fragrances as well as many years ofLVMH (Louis-Vuitton-Moët-Hennessy).
apprenticeship not to mention the fact that aHeaded by Bernard Arnault, the Group includes
"nose" does not smoke and avoids anything andother perfumes such as Christian Dior and Kenzo.
everything that might ruin his or her talent. AfterDoes this mean, then, that the label which is so
all, these rare experts (who can be counted onselective when it comes to the distribution of its
the fingers of both hands) must be capable notproducts is to become more widely available?
only of finding their way through a range ofToday, Guerlain intends to develop by "retaining all
several thousand fragrances but also of blendingof its tradition while incorporating contemporary
them successfully.elements in its offering," explains Christian Lanis,
To create a perfume, you need to blend severalthe new chairman of the board. At present, the
dozen essences and choose what specialists referGroup achieves 33% of its discount perfume
to as the "key note" (the fragrance that isbottles men turnover in Europe as a whole, with
instantly perceptible), the "core note" (which givesFrance accounting for 27%, America, for 18%,
the perfume its character) and the "basic note"Asia and Oceania, also 18% and 4% throughout
(which holds the entire structure together). Thethe Middle East and Africa. The new dimension
perfume is created by mixing notes that areafforded by LVMH, resulting no doubt in new sites
fruity or tart, woody, flowery or sensual. Someabroad, will not prevent the group as a whole
of these experts work for a particular house suchfrom remaining true to its motto: "To be Guerlain
as Jean-Paul Guerlain, who created Samsara, whilemore than ever before".
others create for a brand, such as JacquesChanel No.5 perfume for women and the shadow
Cavalier and Jean Guichard, from Grasse.of Marilyn.
The ability to distinguish olfactory notes with aWhat better endorsement of a product could a
mere sniff is not enough to create a perfumeperfumer hope for than that of an actress such
that will remain famous. It also requires aas Marilyn Monroe, who once stated that the only
sensitivity for the mood of the day, as was thething she wore in bed were a few drops of
case for Shalimar by Guerlain, created in 1925, or,Chanel No.5?
more recently, for Opium (1977) by Yves SaintChanel was that fortunate, so much so that its
Laurent and Poison (1985) by Dior. Nowadays,perfume, which was created in 1921, still remains
perfumes are more startling, such as L'Eau d'Isseyits brand leader several decades later. No.5 was
by Miyaké, with its pronounced marinegiven its name by "Mademoiselle" Chanel as it was
touch. Or more discreet, for young girls, such asthe fifth bottle she chose among the models
Eden by Chanel.presented to her and it was due to be launched in
In most cases, as in fashions or in any artisticMay, the fifth month. This precious elixir has been
creation, success comes from the chancethe highest selling perfume for women ever since
encounter between the public and a certainand is currently nudging the 5% mark in world
sensitivity. For that, the perfumes must alsomarket share.
correspond to the brand name that launches itBetter still, the growth rate for sales of this
and comply with its image luxury, youth,perfume alone is still above 18%. A real annuity
sensuality, mystery, originality. There must befor the parent company which, traditionally, has
total coherence between the perfume, itsrelied on the services of French actresses to
perfume bottles and the image they convey.ensure the promotion of its prize product. Today,
Most popular womens perfume - by Yves Saintit is Carole Bouquet who endorses the brand's
Laurent.products; in a recent television ad, she had to
If, from New York to Paris and from Sydney totransform herself into none other than Marilyn
Peking, more than two million visitors haveMonroe. In the seventies, Catherine Deneuve had
admired his creations in museums, his style iscaused sales of the perfume to soar in the United
expressed first and foremost through colour, life,States. So much so that the American press,
movement and the history of women, which hecaptivated by her charm, had nominated the
lovingly accompanies since 1958, the date of hisFrench actress as the world's most elegant
first collection for Christian Dior, which made himwoman.
famous all over the world.Chanel's world-wide reputation cannot conceal the
Born in Oran, Algeria, in 1936, he was a mereentirely family-owned structure of its capital,
twenty-one-years-old when, already, he waswhich, as far as perfumes are concerned, has
referred to as "Christian II". He founded his ownbeen held by the Wertheimer family since 1924.
house of couture in 1962, with PierreThe group is not quoted on the stock exchange
Bergé, and, in 1966, his "Rive Gauche" lineand is usually most reticent about its figures. With
of ready-to-wear, which allowed thousands ofChanel No.5, No.19, Coco, Cristalle, Egoïste,
women to blend elegance and comfort. Besidesthe group, which also owns Ungaro perfumes, is
creating some of the most popular womensranked sixth in the world and fourth in France
perfume, the bush shirt (1968) and the pantsuitafter L'Oréal, LVMH and Elf-Aquitaine.
(1969) became classics of the contemporaryFor many years the company was closely linked
wardrobe. "A happy woman is a woman in a blackwith the personality of its founder, Coco Chanel;
skirt, with a black pullover, black stockings, a piecetoday, it is a major international group. Its
of costume jewelry and a man who loves her byAmerican subsidiary and, more particularly, its
her side."chairman Alain Wertheimer, has just bought up a
In order to assert himself as the leading outfitterleading Bordeaux wine, Château
of his day, this aesthete succeeded, better thanRausan-Ségla, a Margaux
anyone else, in transcribing his dreams inspired bydeuxième cru classé. The start,
artists: Andy Warhol, Mondrian and Tomperhaps, of a policy of diversification in perfume
Wesselman during the sixties, Picasso in thefor women ...
seventies, Van Gogh and Bonnard in the eighties.Christian Dior - is more than a trademark, it is a
His creations have always caused a scandal, fromlegend.
the first see-through blouses (1968) to hisFounded in 1947, the House at 30, Avenue
perfume, Opium, launched in 1977. But hisMontaigne, near the Champs-Elysées,
strength is his ability also to embody absoluterhymes with the unavoidable new look and the
classicism, with Catherine Deneuve as hisimage of the eternal Parisian woman with her fine
ambassador. As the heir to Chanel and Balenciaga,shoulders and narrow waist. In the space of ten
he remains true to their lines, uncluttered by detail:years, from 1947 to 1957 (the date of his death),
"Elegance is a way of moving".Christian Dior succeeded in creating a fashion
Yves Saint Laurent, a passionate collector andhouse whose name is famous the world over. He
opera enthusiast, creator of most popuparwas a pioneer inasmuch as he was the first to
womens perfume , remains one of the last greatdevelop "licences" for stockings, cosmetics,
aesthetes at the close of this century. Fromwomens perfume and all accessories, a policy that
Cyrano de Bergerac to The Two-Headed Eagle,has been much imitated since.
he has created many costumes for the theatre,The "CD" set within a Louis XVI style medallion is
his first love. His art has become purer and, in amore than a trademark, it is a legend. The House
whisper of muslin, he recreates dreams worthyof Dior was bought up in 1987; today, it belongs
of a Botticelli, as if to say: "A man or a woman'sto the world's leading manufacturer of luxury
most beautiful adornment is love."goods, the Louis-Vuitton-Moët-Hennessy
Guerlain: the conductor of perfume bottles men.Group. The artistic directorship of the fashion and
France's oldest established perfumer is a veritableperfume house is now in the hands of the Italian
"conductor of fragrances". Over the last 165Gianfranco Ferré for whom "Dior is the
years, Guerlain's compositions have all becomeWatteau of couturiers, full of nuances, delicate
great classics: L'Eau impériale, Shalimar,and chic. Being Italian in a house of French tradition
L'Heure bleue, Vol de Nuit and Mitsouko.is to participate ahead of one's time in the Europe
The entire history of French perfumery isof 1992."
concentrated in those two syllables, Guer-lain.Hence, the loyalty displayed by this Pavarotti of
From the Second Empire through to the Bellethe fashion world to a savoir faire guaranteed by
Epoque, the Roaring Twenties and the postwarthe Dior workshops, from suits with sable piping
period, five generations of perfumers have takento sumptuous gala gowns that afford a sense of
the succession in the Guerlain family, founded bystructure to romantic dreams. For the 1995
Pierre François Pascal. Ever since the firstwinter season, Gianfranco Ferré has
boutique was opened in Paris, in 1828, thechosen to pay tribute to Cézanne, on the
company has gone on expanding its line ofoccasion of the retrospective dedicated to the
perfume for men. Today, it has seven exclusiveartist by the Grand Palais, in Paris.
boutiques in Paris, with equally exclusive shops inHence the blue-green muslin and chiffon in the
Milan, Frankfurt, Tokyo, Singapore and Hong Kong.hues of the Montagne Sainte-Victoire, near
The House of Guerlain has gradually developedAix-en-Provence. The Dior touch is all there,
from small-scale production in the 19th century tonoticeable in the cut of the suits, the sense of
an international cosmetics firm which, with 321detail, the inlays and hidden seams, the
fragrances, boasts the broadest product range inembroidered, white guipure coats, the swallow-tail
the French perfume trade. The "Guerlain style"jacket trains and the velvet evening gowns,
over the past few decades has beenfaithful to that "sense of the accomplished and
characterised essentially by such products asperfect" dear to the inventor of the new look
Vétiver, Habit rouge, Chamade,with womens perfume to match and all.
Nahéma, Jardins de Bagatelle, Samsara,