I like Juliette Has a Gun. They have succeeded in producing relatively artistic fragrances with good quality ingredients at an affordable price (lets face it £59 for 50ml is practically free by today’s niche standards) and they straddle the line between designer and niche fragrances quite happily. For these reasons I find it utterly baffling that they would decide to launch something as naff as Not a Perfume.
In 2010 the man behind Juliette Has a Gun (Romano Ricci) made the bold decision to shake things up with the brand by following the Escentric Molecules school of thought and create a non-fragrance containing only one aroma compound, and as the name suggests Not a Perfume is, well, not a perfume.
Ricci opted to use the rich, ambery ingredient Cetalox, or Ambroxan as it is sometimes known, for Not a Perfume, stating that: “usually used in perfumery as a back note, I have decided for once that it would play the lead role…because it is one of my favourite ingredients…the result is minalimst, elegant, pure”  Oh and it is “entirely allergen free”  too…
…You may not be able to see it dear reader, but my right eyebrow just met my hairline.