2012 launches: 127 posts

Aftelier Wild Roses is a rose perfume with character. It smells like the Summer of Love, with a dash of sweet incense and flower-child rosy cheeks (thanks to a dose of patchouli, I think).  When I smell it I imagine walking through the Haight, the epicenter of hippy culture in San Francisco, during that trippy era, with incense wafting from the shops and a kaleidoscope of other smells—ice cream, hashish, strawberries, flowers—all mixing together in fragrant nirvana.

The fragrance was inspired by the roses grown by its creator, Mandy Aftel, in her California garden. She must grow roses as large as dinner plates because Wild Roses smells almost surreal. To smell Wild Roses is to take an olfactory journey through the tangle one imagines in Aftel’s Berkeley back yard. As Aftel notes, Wild Roses is all about a “hundred petals unfolding: balsamic, spicy, apricot, and honeyed roses, mixed with the smell of warm earth and herbs.”

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When I first smelled Ann Gérard Perle de Mousse last year on a cold winter day, this delicate perfume didn’t seem quite right. Its sun-dappled demeanor needed a white seersucker dress, a picnic basket, and a mild spring breeze. In other words, it felt like a perfect warm weather fragrance that could be both casual and elegant, a rare combination.

Perle de Mousse was created by perfumer Bertrand Duchaufour for the jeweler Ann Gérard, whose warm Cuir de Nacre would tide me over while I waited for spring to come. (Ciel d’Opale is the only fragrance  from the trio that didn’t move me.) Though it’s already March, we still get the occasional snow fall here in Belgium; yet, the sun becomes more generous, prompting the freckles to bloom on my cheeks. It’s now time for Perle de Mousse.

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The latest Jo Malone fragrance—Blackberry & Bay—is categorized by the maker as “fruity,” but on my skin it’s far more interesting than that.  Blackberry & Bay fully succeeds in conjuring a fantasy English countryside and more precisely a rambling walk down a country lane, with healthy flush to the cheeks and solid walking shoes for skirting muddy patches. Somewhere along this dream excursion there is naturally a hedgerow from which appear fat black berries, their juice tart and edging on sour, their leaves green and sharp.  Just when I found a hole in my fragrance wardrobe, just when I lamented finding a fragrance that would uncannily recreate a specific holiday sensation, up pops this beauty from Jo Malone.

I will confess that I don’t pay all that much attention to the Jo Malone line.  While I love the Red Roses bath oil, I often find the colognes to have standout notes that don’t do much for me, whether that be the smell of stables in Pomegranate Noir or the strong citronella (mosquito candle) in the aforementioned Red Roses.  I wondered if Blackberry & Bay would not be a sweet and musky thing but hearty and possibly “masculine” thanks to a dose of bay leaves.

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Shimmering silk saris, henna curlicues, rose scented Indian sweets… I was ready to experience it all as I sprayed Etro Rajasthan on my wrist. Inspired by a state in the western part of India, this perfume from the Italian fashion house, promised to take me away from my routine to someplace faraway and exciting.

It takes me a few moments to realize that Rajasthan doesn’t transport me further than the local beauty counter. It smells uncannily like a rose and violet scented lipstick, but admittedly, it’s a pleasant scent. Its rich composition is based on rose and amber with a jammy accent of violets and gardenia. The rose is creamy and warm, while the marshmallow sweetness of orange blossom gives it a gourmand finish. As the perfume unfolds on your skin, it becomes soft and powdery, with fluffy vanilla rounding out all edges. It has a big presence, noticeable sillage, and a retro chic character.

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With the onslaught of new launches, you might wonder ends up a success and what vanishes into the perfume twilight zone populated by the 77th flanker on Very Irrésistible and minor celebrity fragrances. Every year the industry decries the fast pace of launches, and every year it goes on to produce even more. One favorite explanation is that we, the consumers, are demanding more and new things, but to me, to put it mildly, this is sheer nonsense. Blaming the consumer when the realities of making a profit in the fragrance market today have changed doesn’t make sense.

In the past, fragrance houses devoted years to developing new fragrances, because having a potential classic guaranteed consumer loyalty and established a brand’s reputation. The launches were gradual, usually starting in France or the US and slowly moving across the world. There was no expectation that a fragrance needs to be an immediate blockbuster, knocking it out of the park within the first quarter.

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