Delicate sphere elusive flavors - Serious business, where billions of dollars are rotated (annual turnover of the perfume industry reached $ 16 billion!). However, even in this highly profitable and rather secretive industry, there are secrets that you're better off not knowing.
To begin with let's talk about the price of perfume. Liquid in a beautiful bottle costs no more than 3% of the total cost of production of spirits. The remaining 97% - the cost of marketing, packaging and advertising. In addition, the retail price includes a 95% net profit. In short, someone earns a good idea for our desire to smell nice.
Partly due to science, because most of our favorite flavors do not appear in the garden, and in the high-tech laboratories. They are created from synthetic molecules, not from flowers and plants.
Opened in 1876, synthetic fragrances revolutionized the world of perfumery. As it turned out, the brief life of flavor can be extended, and the production of the flavor can be put on a production basis.
This discovery greatly expanded creative possibilities, and thus significantly lowered production costs, since the need for expensive natural ingredients disappeared.
To create 1 kg of essential oil you need at least 750 kilograms of jasmine flowers. In France, jasmine blooms only from August to October, in addition, it must be collected by hand with great care for a few hours, when opened jasmine buds.
With pink things are not any easier. It can also be collected by hand, flower by flower, and only at dawn. Collection of color reminiscent of a religious rite. The cost of a kilogram of rose absolute can reach 4,000 pounds, and its synthetic equivalent costs ten times less - only 400 pounds. You still want to know why the perfume industry has moved to synthetic ingredients?
Nobody took our passion for spirits more than the stars. ActressSarah Jessica Parker received more than £ 2 million from the sale of his name perfume Lovely, and the already mentionedJennifer Lopez (Which she started the trend in the star flavors, releasing in 2003 the ultra-successful fragrance Glow) have earned their name perfumes with more than 25 million pounds!
Expert on perfumes Chandler Burr sure: fragility of star fragrances due to the quality of components that go into their composition.
"The stars prefer to save on the ingredients to the finished perfume price was affordable. Well, want to earn more. "
Compared with such a thin classic flavors like Chanel No. 5, which lasts for 24 hours, modern star fragrances - perfume equivalent of consumer goods.
"Buy perfumes from celebrities - all the same what to buy expensive fashionable dress for one season, and after no regret to part with it," - compares Burr.
Tempted by the huge billboards and big names, we often bring home elegant bottles and are disappointed if some really lovely («charming"), while others exude a stench.
According to expertsThis is due to the fact that after application to the skin perfume reveals a whole bunch of different flavors.
The thinnest, "head" or top notes occur within the first 10-15 minutes. They are followed by notes and complete the perfume composition or basic daisy notes, which are saved for 12 hours.
But the stars - not the only ones who benefit from our weakness to odors. In this case, make them compete with fashion house, for which the creation of branded fragrances - highly profitable - though not the main - source of revenue.
So, in a year when the collection of clothing brandBurberry sold poorly, its revenues increased by 17% - with sales of perfumes.
Renowned fashion designerYves Saint Laurent once admitted that 85, 3% of the revenues of his fashion house is coming from the sale of perfumery.
Meanwhile, vibrant photos in glossy magazines and television advertising obsession promise that we will be very compelling and very seductive - if only buy perfumes advertised.
Great Coco Chanel once said that for a woman to the highest degree of self-confidence - to think that it smells good enough to not use perfume, so the choice for us, the poor bewildered girls, virtually none.
The truth about the perfume industry
Everyone has a favorite flavor. Jennifer Aniston loves Prada, Kate Bosworth loves Vintage by Jo Malone, and Claudia Schiffer like any perfume with a note of tuberose. Cameron Diaz? She prefers Clean from Brown Thomas, and Sienna Miller are just crazy about the smell "svezhevystirovannogo laundry" perfume DKNY. Many celebrities - Kate Moss, Jordan, Sarah Jessica Parker, Britney Spears, Beyonce, etc. - Have created their own flavors, but on account of the whole entrepreneurial Jennifer Lopez perfume line of 8 flavors!
Tags: industry