Your new (psst – high st) per­fume

Grazia (UK) - - Contents -

Us­ing qual­ity in­gre­di­ents and team­ing up with the best ‘noses’ in the busi­ness mean that in­ex­pen­sive fra­grances are no longer be­ing seen as the in­fe­rior op­tion. But how are brands man­ag­ing to make so­phis­ti­cated scents so af­ford­able? ‘ There are no ex­tra costs other than what goes into the bot­tle. No celebrity face, ex­pen­sive ad­ver­tis­ing or sam­pling cam­paign,’ ex­plains Jo Fair­ley, co-founder of The Per­fume So­ci­ety. ‘ The per­fume is put on the shelf – and it flies, or it doesn’t.’

Some fash­ion re­tail­ers are un­doubt­edly us­ing fewer hard-to-source ma­te­ri­als and up­ping the num­ber of syn­thetic scents, but this doesn’t nec­es­sar­ily mean a more medi­ocre prod­uct. Syn­thetic notes can be re­mark­ably sim­i­lar, and some­times su­pe­rior, to the real deal. It does mean, how­ever, that in these cases the scent will wear off quicker – but that’s eas­ily re­solved if you’re up for keep­ing a bot­tle in your bag.

Plus, the qual­ity of in­gre­di­ents doesn’t have to be com­pro­mised. Take H&M’S new fra­grance col­lec­tion, cre­ated by award­win­ning per­fumer Olivier Pescheux. ‘ We fo­cused a lot on high-class ma­te­ri­als, from the sin­gle note fra­grances to con­tem­po­rary blends that re­ally high­light the ori­gin of the key in­gre­di­ent,’ says Olivier. H&M’S Sara Wal­lan­der adds that con­sumer cost can be kept down sim­ply by bulk-buy­ing on their side. We’ll spritz to that.

Reiss Grey Flower EDP, £50 for 100ml As this warms on the skin, the beau­ti­ful spicy tones win through. & Other Sto­ries No­mads Poem Roll On Per­fume, £12 for 6ml This co­conut de­light de­serves some wrist ac­tion ASAP. The oil for­mula means it lasts well.

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