Independent perfumes set to shine
AFP Relaxnews
A new firm set up by fragrance expert François Damide, whose past ventures include assisting with the launch of mood-enhancing perfume Smiley, aims to increase the number of small retailers and independent fashion brands launching their own scent.
While celebrity fragrances from stars including Justin Bieber and Taylor Swift continue to prove popular with consumers, as do prestigious scents from the likes of Gucci and Givenchy, Damide hopes new company Crafting Beauty will shake up the industry.
“The customer is looking for more independent brands,” New York based Damide recently told WWD, adding that his expansion plans include branching into home goods and body products.
Damide, who has an in-house team of designers and perfumers and a manufacturing plant in France, also helps aspiring perfumers in areas such as marketing and sales distribution.
“I’m basically building a bridge between the fashion industry and the beauty industry,” he adds.
Damide recently collaborated with Florida-based fashion photographer Christophe Jouany on his signature perfume line,Jouany, which was unveiled at New York specialty store Henri Bendel back in November. The line, which includes a scent inspired by Marrakech in Morocco and one by Saint Barthélemy in the Caribbean, has already impressed industry experts, with the Marrakech scent featuring in US beauty publication Allure’s “Editor’s Favorites” in December.
The increasing popularity of independent perfumes is highlighted by the launch of a new “Indie” category for men’s and women’s scents to be added to the 2012 FiFi Awards, the perfume industry’s most prestigious awards ceremony. Jouany’s Marrakech and Saint Barthélemy feature in the nominees, along with a string of other rising independent scents including Atelier Cologne’s Cologne Absolue; Gold Rush, Iced White and Shakespeare in Love from the A Dozen Roses collection; and Burning Barbershop byD.S. & Durga.
The winner will be revealed at the 2012 Elements Showcase fragrance design show in New York later this month, as well as being recognized during the 2012 FiFi Awards Ceremony when it takes place May 21.
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