How do you create the kind of dynamic of interest you can create when issuing a new fragrance flanker, yet without launching a material one?
Instead, you can turn to a deeper truth about perfume, which is exactly what the clever marketing execs have done for the latest advertizing for Lolita Lempicka Le Premier Parfum...
Their tag line is "You think you know everything about Le Premier Parfum? - Rediscover it!"
Why is this such a good line to this blogger? Because it's true. It is also good because it offers an educational tip about fragrance: a fragrance composition is not just an accessory - it stimulates your imagination and memory in more demanding ways than that. You can in fact engage with it.
Some will say it's a great line because it means we need fewer flankers, not more, if we take the time to go back to those fragrances that have awed us. Others will say it's a great line because it could actually be applied to the launch of a flanker, just as aptly. It's about cultivating the art of nuance in perfumery, be it derived from the complexity of a composition, a state of consciousness, or added-on, as in faithful flankers. Like any complex sensory or art object - the easiest comparison is to a book, or a movie - you can pick it up again and read new things in it.
Finally, it positions perfume as an object of knowledge. Yes, you can spend hours, days and years pondering over fragrance, even if you're not a perfumer with one to create. It affirms the role of connoisseurship, which is the indispensable side of any art form.
So, kudos to whoever came up with this tag line. It reflects the Zeitgeist which has become filled with encyclopedic and intimate knowledge about perfume, but it also repeats for our benefit a useful truth. You can always rediscover a fragrance. That's true. It is not a finite object.
And finally, as we interact with a perfume with our conscience and imagination, it becomes knowable, not just endearing.