The fragrance industry takes a new approach to selling their products: promote the perfumer.

• Previously fragrance companies linked their perfumes to the identity of designers, then celebrities, now it’s the actual maker.
• Fashion magazines increasingly reference perfumers by name, helping drive this trend.
• Fragrances made by large manufacturers are less likely to publicize a fragrance’s creator, as they rely on a team of art directors, consultants, clients, as well as perfumers.

Facts & Figures

• Frederic Malle’s company, Editions de Parfum, was the first to celebrate perfumers by name.
• Seminars are held where perfumers meet with customers and discuss the inspiration for their fragrances.
• During the first nine months of 2009, sales of prestige fragrances were just over $1.38 billion in department stores, representing an 11% decline.

Best Quote

“Makeup did it with the makeup artist. Skin care did it with doctors. What’s happening is the fragrance industry is realizing the perfumer is the ultimate celebrity of fragrance.” – Karen Grant, Analyst at NPD Group