loc dong: 3 posts

Many like to knock contemporary masculine perfumery. It’s boring. It’s bland. It’s all fake citrus and sharp lavender, fly the accusations. I have often been the accuser, but today I’m going to defend the valiant attempts to make a sensible masculine fragrance. Folks, making a good masculine is just so darn hard. As far as the audience goes, many men, especially in North America and Germany, are a conservative bunch. The consumer data tell the story: they are more hesitant to try something different. They prefer to wear fragrances similar to what their fathers wore. Many don’t want to admit they even wear scent. “I don’t wear perfume,” says my cousin as he walks around in a huge cloud of Axe body spray.

If perfume companies assume that men will wear anything under a familiar label, they make a mistake. Even if your average guy doesn’t want to push his boundaries with new scents, he still wants quality and classical good taste. When my cousin’s beloved Axe Apollo got reformulated and lost in diffusion and finesse, he instantly noticed it. What resulted was a soliloquy worthy of a Greek tragic hero.

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Before Lola and Daisy, there was Marc Jacobs Woman, the designer’s first (and most sophisticated) fragrance.  While one can still find Woman on the shelves of Sephora, it has been eclipsed by the other two scents, the glitzier younger sisters wearing their plastic-flower cartoon collars.

Woman debuted at a time when gardenia/tuberose scents were just becoming fashionable.  While Michael Kors treated his eponymous gardenia fragrance to a second-skin suede, Marc Jacobs doused his in a cool rush of water that the marketing copy invitingly calls an “aqua mist.”

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Take Thierry Mugler Angel and dilute it with sheer, lemony jasmine till all you have left are the pastel colored outlines of the original gourmand patchouli. Shake it up, label Yves Saint Laurent, and you have Manifesto! I complained that Lancôme La Vie Est Belle is unexciting, but next to Manifesto it’s downright avant-garde.

My qualm with Manifesto is not that it’s a bad perfume, but that it doesn’t have much character. Smell it once, smell it ten times, I guarantee that you won’t remember it. Of course, not every single fragrance needs to make a statement–mild, unobtrusive blends do have their place, but Manifesto could be inside any bottle: the latest celebrity launch, Escada, Calvin Klein, Coty, Avon or even Bath and Body Works. It’s not entirely clear what makes this perfume Yves Saint Laurent. It doesn’t have the bravura of Opium nor the voluptuous beauty of Paris. It lacks the sensuality of Cinéma or the moodiness of Nu. It smells trendy, like a scent you’ve noticed  many times before at the mall or inside a crowded subway car–a cotton candy laced patchouli, with a soft blur of flowers.

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