Per­fumers want your sig­na­ture scent to be a mix of fra­grances that can run $295 each

Per­fumers em­brace fragrance “wardrobing”

Bloomberg Businessweek (Asia) - - NEWS - By Jon Roth

The thing about hav­ing a sig­na­ture scent is that you buy your fa­vorite one, and the bot­tle can last years. Brands love loy­alty—but not that you pur­chase their product only once or twice a pres­i­den­tial term. For years they’ve solved this prob­lem by flank­ing “pil­lar” per­fumes with for­mu­las re­worked for in­ten­sity or sea­son­al­ity: Calvin Klein’s Eter­nity has been spun off into Eter­nity Sum­mer, Eter­nity Now, and Eter­nity Aqua for Her.

Now per­fumers are drop­ping mul­ti­ple bot­tles at once, push­ing a con­cept called scent “wardrobing.” The hope: Cus­tomers will mix colognes to cre­ate a more dis­tinc­tive trade­mark, much like you’d mix pieces of cloth­ing to form a one-of-a-kind en­sem­ble. And by “cus­tomers,” we mean mil­len­ni­als, who “like to change their fra­grances to suit par­tic­u­lar moods and oc­ca­sions,” says El­iz­a­beth Mus­manno, pres­i­dent of the Fragrance Foun­da­tion.

In mid-May, Bot­tega Veneta re­leased Parco Pal­la­di­ano, six scents in­spired by a Vene­tian gar­den that are num­bered sim­ply with Ro­man nu­mer­als. (They are uni­sex, cost $295 apiece, and, though not sold in a spe­cial box, they’re pre­sented as a set—col­lect ’em all!) This fol­lows Ol­fac­to­ries by Prada (10 bot­tles), Le Ves­ti­aire des Par­fums by Yves Saint Lau­rent (5), 10 Crosby by Derek Lam (10), and Jo Malone Lon­don’s Rare Teas re­lease in April. “It would have been im­pos­si­ble to choose just one tea,” says Cé­line Roux, fragrance di­rec­tor. She ul­ti­mately nar­rowed it down to a half-dozen. <BW>

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