In the last period the general market is going back to a greater sophistication and consumers ask for individuality. This is a natural reaction to the long exposure to mass production and consumption, that makes us be all the same, while the human being is willing to differentiate and show unique personality among the group.
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The best example of customization is the trend of molecular perfumes. All perfumes are theoretically molecular, because they are all composed of molecules, but when speaking about Molecular Perfumes we are referring to a certain type of products coming from a specific research, very different from the traditional scents’ art. Molecular perfumes are composed of a single molecule of synthesis, that blends with the natural smell of one’s skin and creates a very personal perfume, different for each of us. Molecular perfumes can be considered non-perfumes and they activate only when meeting our skins. The idea comes from Geza Schone, German perfumer who decided to create a single-molecule scent, because of his personal preference for “iso e super” molecule. His first molecular perfume is Molecule 01, made only of iso e super, with a strong woody note.
When we speak about “niche” market we are speaking about a small portion of clients with high and peculiar requests, sometimes difficult to accomplish and far from mass production. The definition is even more meaningful when referred to the perfumes’ market, since the term niche acquired its meaning just thanks to perfumers. Niches were small compartments where, in ancient time, perfumers used to hide their precious raw materials. In the perfumes’ niche market protagonists are small factories and artisans, whose philosophy is based on tradition: ideas coming from literature, visual stimulations, musical notes and dreamy landscapes are traduced into fragrances.
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Written by Giulia Greco