Window On A 2026 Fragrance World

Window

It’s come to this…

I’ll keep this one short, although the subject matter is all about longevity.

Judging from this window advertisement at my local for Azzaro Forever Wanted Absolu EDP, performance literally stands above everything else.

Azzaro isn’t the only brand pushing longevity, but this ad focuses on what seems to be the priority for an increasingly large part of the market.

Window

It’s only a fragrance, one that lasts 24 hours apparently, but this makes me feel mad and sad at the same time.

PS: If you must know how they came up with the 24 hours thing, in smaller print, the ad says, “*Consumer test conducted on 75 men.”

OUT OF SYNC

Out of Sync - Mugler Angel B&W

Sometimes I feel I’m increasingly out of sync with the modern perfume world.

The reasons I feel this way are several and varied.

Let’s start with these:

+ I don’t layer everything (although I have been known to wear a few fragrances on different parts of the body at the same time).

+ I don’t equate performance with quality and value.

Clarins Eau des Jardins

+ I haven’t bought the umpteenth 2024 Kayali release (however, I can appreciate the brand’s business and promotional savvy).

+ I still haven’t launched my YouTube channel.

+ I don’t follow loads of YouTubers.

+ There is such a thing as too sweet (does Olivier Cresp lie awake at night regretting the gourmand monster he unleashed with Mugler Angel? He probably doesn’t.)

Out of Sync - Mugler Angel

Gosh, there are lots of don’ts here. So let’s have some do’s, shall we?

+ I still enjoy old-school blogging with thoughtful writing and enticing visuals.

+ As things seem to get busier, more hyper, more attention-grabbing, I’m enjoying quiet fragrances more and more.

Hermes Cuir d'Ange EDT

+ With the rise of AI and suspiciously perfect imagery on IG, imperfection is becoming my thing. (Yes, I air-brush here and there, but not overly so).

+ My references of quality seem so old school when I type them out: Guerlain, Chanel, Cartier, Hermès and Bulgari.  Not to mention, designer.

Out of Sync - Cartier La Panthere Parfum + Cartier Baiser Vole EDP

Do you also sometimes feel out of sync with the modern perfume world? Please let me know.  Hope I’m not the only one…