Adidas will introduce a duo of her-and-him fragrances from March 2014 called Get Ready! for Her and Get Ready! for Him, an allusion to the love of Brazilians for body care products, which is linked to their passion for sports games and dancing...
"The collection for men and women embodies joie de vivre and a mixture of spontaneity, dancing and sheer exuberance .
Get Ready! celebrates the unique, emotional way in which Brazil embraces the celebration of major sporting events.
In every competition for both professional athletes and amateur athletes the preparation and selection of body care products play an important role in the rituals of the person. Get Ready! for each individual challenge."
Perfumers, thanks to their experience, bring consistency regarding certain codes of elegance and olfactory harmony across the different sectors of the market. So while a perfume sold in the mass-market might be minimally priced - thanks to the economy of scale - this does not mean necessarily that your perfume will "smell cheap".
Perfumers are - the phrase comes to my mind in French first, "passeurs d'élégance", that is, transmitters of elegance across the diversity of the market. Often portrayed as just listeners to the fashion brands, they actually benefit from a treasury of experience and fragrance, eye and style training which gets fed back into perfume composition.
On an international plane, it can be argued that French-School perfumers in particular are influenced by the codes of French fashion and export those ideas in bottled form even when they "listen" to the local cultures to interpret them in fragrance form.