Niche or selection perfumery – alternative to habitual luxury and massmarket. This group includes the unusual aromas created out of commercial framework. The famous independent perfumers and noses of the best houses create not banal compositions, relying not on fashion, and on own understanding of fine.
Long time the compositions of the known perfumery houses belonging to the class luxury were the most perspective direction in perfumery. This category includes creations under the brands Chanel, Dior, Guerlaun, Yves Saint Laurent, Estee Lauder and others. Feature of perfumery with big name – the patented multicomponent composition provided in several concentration and volumes.
Not only spirits and toilet water, but also perfumery smokes, sprays for body and hair, the flavored lotions, dry spirits and many other things go on sale. If the composition has gained commercial recognition, on its basis flanker – numerous variations with the general base and various nuances do. The basic principle of luxury – creation of composition which will be pleasant to most of buyers and, as a result, continuous increase in sales. The price of luxury aromas is high, but is not excessive, it depends on concentration of aroma and prestigiousness of the perfumery house. The average cost of bottle in 50 ml - 400-600 euros.
The massmarket goes on the same way, copying the most popular variations and selling them at much lower price (from 10 euros). If the luxury is able to afford experiments with unusual compositions, then the massmarket does it very seldom.
Long time these main categories divided among themselves the perfumery market. However today the considerable share was won by the niche perfumery offering perfume for the real judges who are not afraid of experiments. Such compositions are issued in 1-2 concentration, usually it is the perfumed or toilet water. On sale no more than 2 options of bottles are provided, samplers in the form of mini-test tubes release not all brands.
Producers of niche perfume are not aimed at bulk sale. Their task – advance of name of the perfumer or his personal brand. The majority of offers in this category differs in the high price. The average cost of bottle in 50 ml – from 100 euros, but the majority of brands is on sale more expensively. In luxury range at such price only the magnums and collection bottles released limited circulation are on sale.
The main principle of niche aromas – originality. It is possible to find spirits with smell of fresh linen, wet sand, newly-laid asphalt, church incense, rare wood, old-fashioned lipstick, children's powder only in this category. Separate brands specialize in deliberately provocative combinations, emphasizing them with scandalous names it seems Jasmine and cigarettes or The road to hell.
Some perfumers go on more clear way and offer aromas with habitual components in original combinations: the pure concentrated musk, the Turkish rose with black truffle, the absolute of white lilac or iris root. However such smells essentially differ from luxury.
Independent perfumers prefer to use rare flowers and fruit: mimosa, cassia, Mediterranean lily, pomegranate or dried melon. Sometimes niche brands become trend setters and their ideas borrow brands of luxury, and then and mass category. So it happened to the aromas including ud – rare wood with sharp, unusual and even provocative smell.
Single question – perfumery registration. Here two main directions are outlined. Adherents of the first spill aromas in expressly vintage bottles, actively using expensive crystal, gilding, silvering, engraving. Usually such brands release aromas with prevalence of flower, fruit, wood notes.
Among the most famous brands there is Amouage, M. Micaleff, Annick Goutal. Others pack perfume in the recognizable same bottles of simple forms differing in color of the label. Greed, Montale, L’Artisan Parfumer, Frederic Malle, Serge Lutens, Jo Malone belong to this direction. Separate brands enhance maximalism, offering the bottles reminding pharmaceutical bubbles. The bright representative of this direction – the Le Labo brand.