Not being habitual wearers of perfume we had no idea there was such a thing as ‘niche fragrances’ until last week when we heard a report about them on the radio promoting this exhibition at Somerset House.
Now, bear with us as we stumble clumsily through the history of an unfamiliar world: for a long time, it seems, there were two types of fragrance – established brands, and cheaper substitutes, both equally conservative. Then, in the 1970s, a third way began to emerge:
L’Artisan Parfumeur was the result of a challenge, a plaisanterie. Due to his training as a chemist, a friend asked Jean Laporte if he could create a banana scent to wear with a costume of the same fruit to a gala evening at the Folies Bergères. This was quickly followed by grapefruit and vanilla fragrances… He experimented and created original scents with ‘natural essences’. With the success of his first line of fragrances, Jean Laporte was named L’Artisan Parfumeur – the craftsman of fragrance – by perfume enthusiasts.
In the decades since niche perfume has become a significant segment of the market as summarised by Reuters:
Niche brands differ from their bigger rivals in that they focus more on the originality of the scent than the packaging and the image projected via a celebrity. They also usually use higher concentrations of perfume extracts and more natural ingredients which tend to last longer…
There are now niche perfumes designed to evoke everything from fairground log flume rides to a seduction ritual in Mali. Some are stunts, not really designed to be worn so much as collected and shown off, while others have become bestselling standards in their own right. The only rule seems to be that they shouldn’t smell of, you know… perfume.
You’ll be glad to know that niche in perfume, like craft in beer, ‘is ceasing to become meaningful as a descriptor’ at least in part because bigger producers have jumped on the bandwagon and also bought out smaller houses (Reuters again):
Estee Lauder Companies which owns Jo Malone – which used to be regarded as niche – just bought Le Labo and Editions de Parfums Frederic Malle and consolidation is set to continue as big groups hunt for what could be the next big perfume brand
But, anyway, perfume isn’t the point – it’s that this hammered home how easy it is to see everything from within a silo and thus fail to recognise that developments in your field are part of wider changes in society. Craft beer (indie beer, boutique beer, whatever you want to call it) developed at the same time as, and alongside, things like modern sourdough baking, natural wine, niche perfume, upmarket street food, gastropubs, and no doubt a thousand other class-bending trends in fields about which we know nothing.
Niche, the perfume world’s choice of descriptor, is an interesting one because in a sense this is about levering a space between, and maybe a bit to the left of, existing polarised segments.
- Beer > Craft Beer < Wine
- Perfume > Niche Perfume < Brand/Designer Perfume
- Camping > Glamping/Boutique Hotels < The Hilton
Whether you like it or not, this bit in the middle seems to fulfil the needs of a generation whose members perhaps don’t understand class the way their parents and grandparents did, and who are every bit as appalled by tacky gilded visions of LUXURY as they are uninspired by the mainstream bog standard.
Suggestions for other sectors where boutinichecraftification has occurred, as well as for further reading, are very welcome – leave a comment below.