In an article signed by French perfume journalist Maïté Turonnet and published in Libération Next dating from June 4th, 2011, Serge Lutens goes back to his ideas on the overflow of aromas taking place in our industrialized societies...
His critical stance led in 2010 to the one-off, atypical creation of Serge Lutens L'Eau. Since then, we have seen a number of fragrance houses follow his lead and offer minimalist scented waters painted in neutral, white colors.
If you can lay your hands on the article, it is well worth reading. Here is a quote from Serge Lutens.
"The lack of aroma seems to have become a form of anxiety. Unless, a contrario, one attempts to cover any "unpleasant" element with chemical elements making us live a permanent olfactory lie. If such is the case, perfume could well disappear because it would then spoil the senses rather than stimulate them." (My translation.)
From the French:
"L'absence d'odeur semble être devenue une sorte d'angoisse. A moins que, a contrario, on ne tente de cacher tout élément "déplaisant" par des éléments chimiques dans un mensonge olfactif permanent. Si c'est le cas, le parfum peut disparaître car alors il abîme les sens beaucoup plus qu'il ne les active."