Perfume Burials : Article in Cosmetic World

Youngsexylovely

One of the newest issues of Cosmetic World has landed on my desk. It makes an announcement of the new limited edition Yves Saint Laurent fragrance, Young Sexy Lovely. I thought that it was a marketing tactic to encompass everything, but the name apparently incorporates the monogram for YSL. Well, it is not as if the two are mutually exclusive… The fragrance contains notes of nashi pear, mandarin, blackcurrant, cherry blossom, magnolia, wine yard peach, crystalline musk, amber and cedarwood. The addition of the cherry blossom note should clue us in that Young Sexy Lovely is meant to appeal to Japanese consumers in the US market.

Yet, the most interesting feature of the issue is a piece by John Ledes called Perfume Burials. It discusses the unprecedented growth of fragrances and the difficulties the brands and the stores have in sustaining the numerous releases. If sell-through fails, then the unsold stock is destined to end up on the shelves of the discounters. His observations on the future of the celebrity fragrances are illuminating. “The ‘celebrity’ fragrance wave of the 2005-2006 fragrance flood will have its survivors. However, it will be the scent that survives and not the ‘charm’ of these ‘ladies.'”

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15 Comments

  • aryse: Hoooo dear Victoria,

    Ladies ? The word is not correct. Ladies are always charming 🙂
    But it is true that too many perfumes can kill the perfume…Unfortunately!!!! January 11, 2007 at 4:34am Reply

  • Elle: Oh, this from the line that brought us Y, Rive Gauche, Champagne, M7, Paris, Opium? Deep sigh.
    I’m wondering which celebrity scents will survive and I have visions of landfills reeking of Curious. January 11, 2007 at 8:20am Reply

  • Katie: Ach, ladies? I am confident that one celeb fragrance that will be remembered when the dust settles is not a lady, but a gentleman: Cumming. Hm, perhaps gentleman is not quite the word in its case ;P Admittedly, Cumming will be remembered for its goofy insouciance, too, but that wouldn’t happen either were the frag inside not so lovely. January 11, 2007 at 4:42pm Reply

  • k-amber: Boy..the cherry blossom note plus fruity notes again.
    I don’t understand what happens to YSL…

    Kaori January 11, 2007 at 9:15pm Reply

  • QuinnCreative: *YAAAWWWWN* Picks bottle from shelf, looks at it, tosses over shoulder and watches it roll into landfill packed with Rive Gauche, Paris and all those goofy Lagerfeld bottles.Another fruity floral. For the Japanese market in America. How original. January 11, 2007 at 9:32pm Reply

  • BoisdeJasmin: Aryse, isn’t that true! There have been far far too many releases. Soon, the ranks will start to thin out. January 12, 2007 at 12:50pm Reply

  • BoisdeJasmin: Elle, I could not believe it, but then again Baby Doll is in the same vein and it is not that bad. Well, we shall see if I ever get my hands on Y.S.L. January 12, 2007 at 12:51pm Reply

  • BoisdeJasmin: Katie, now, that is a different perfume!

    I am sure that Lovely by SJP will survive. January 12, 2007 at 12:51pm Reply

  • BoisdeJasmin: Kaori, neither do I! This sounds so cliched that it is unbearable. January 12, 2007 at 12:52pm Reply

  • BoisdeJasmin: QuinnCreative, that’s funny. I actually do not mind Rive Gauche bottle, but it is definitely 1970s in flavour. Paris bottle looks a bit too squat. January 12, 2007 at 12:53pm Reply

  • Fleur.de.Lys: Young, Sexy, Lovely. Young (Youth Dew Amber Nude), Sexy (Victoria’s Secret Very Sexy for Her)and Lovely (Sarah Jessica Parker). Uninspired marketing at its most insipid. John Ledes is right. Just look at WWD Friday and see how a celebrity fragrance company is trying to reposition its stance on the drop in celebrity fragrance sales over the holidays. You can’t reverse the DNA. Expect more pap like this in the future. That and a poor marketing idea positioned as “the latest trend.” January 13, 2007 at 11:16am Reply

  • BoisdeJasmin: Fleur.de.Lys, I cannot agree with you more on all of the points you make! This sounds like something thrown together without much thought. January 15, 2007 at 11:54am Reply

  • Victoria’s Own: Another pretty bottle with no hope inside. Sad. Maybe bottle collecting should be a side hobby. Then the juice wouldn’t matter. January 15, 2007 at 6:25pm Reply

  • BoisdeJasmin: V, how true! It is a cute bottle, without a doubt. January 16, 2007 at 12:06pm Reply

  • Food 4 the Soul: I’m really sorry guys but i disagree. I really love Young Sexy Lovely. I guess its just another floral fruity scent but i can’t seem to get enough of it. I think its completely different to scents like baby doll which i find overpowering and sort of reminds me of rose pot pourri (sorry). Its subtle and feminine. Its the sort of scent that really becomes you not just another accessory. I can understand how this scent might be getting a bit overdone but i think i still has its own individual scent. May 2, 2007 at 9:58am Reply

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