It seems that the niche houses, and everyone else in the know, have received a memo advising that the new trendy thing is noble materials. It can be the only explanation for the surfeit of noble verbiage in the press releases that pass my hands. “We are reviving the venerable traditions of the art of perfumery using only noble materials.” “The combination of noble materials and extreme sophistication takes your breath away.” “Our extraordinary fragrances are pure, authentic and use high concentrations of noble materials.” “We use only 100% all-natural noble materials, no water, other toxins or chemicals.” I will stop here before all of us start losing IQ points.
So what is this social hierarchy in scent all about? In French, the phrase “matières nobles” generally refers to substances that are not synthetic, but it can also mean anything fine and luxurious, especially in the world of fashion. Even in science, where the “noble metal,” a term dating to the late 14th century, means a metal that doesn’t corrode or oxidize in humid air, different disciplines have their own lists of materials.