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I have said it a number of times before, but things that are true must be said more than once; I am taking my sweet time working my way through Amouage’s back catalogue of scents and most importantly I am enjoying the journey immensely. What strikes me most about the Amouage line is the impressive degree of cohesion demonstrated amongst such an eclectic mix of fragrance styles, each of which is woven together by the silver thread of omani frankincense.
Speaking of journeys, none are more impressive than the ancient journeys of the Silk Road, the subject of which is the inspiration behind Amouage’s 2009 feminine and masculine duo. Creative Director Christopher Chong worked alongside perfumers Cecile Zarokian, Daniel Maurel, Angeline Leporini (for Woman) and Randa Hammami (for Man) to create two perfumes that represent the sheer scale and importance of these cross-continental journeys that no longer exist.
Epic is the moniker given to this type of journey and is bestowed upon both fragrances. Inspired by the legend of travels along the world’s spice and trade routes, and hued in imperial jadeite the name Epic could not be more perfect, and whilst it may lead you to believe that these fragrances are cinematic in their size, one should not be fooled, unlike other Amouage perfumes Epic Woman and Man are essays in soft elegance.
Us perfumistas/fumeheads/fragonerds/whatever it is we call ourselves are keen followers of the mantra ‘It’s all about the juice’, meaning that we don’t care about the marketing, the bottle or any of the other stuff that comes with a fragrance. We just care about the smell!
It seems that we may differ from the mainstream consumer.
In the mainstream perfume industry the bottle is seen as the key marketing tool for a fragrance. Those of you who watched the recent BBC4 documentary ‘Perfume’ would have seen that in the case of the latest Tommy Hilfiger fragrances (Loud for Him and Her) the bottle and the marketing were the prime focus of the development team and the juice very much seemed like an afterthought.
So how important is the bottle to a perfumista?
I asked my Twitter followers whether they were swayed by the bottle design when purchasing a fragrance. The general consensus seemed to be that no, the bottle doesn’t matter, however an attractive bottle does help. Some even mentioned that if the fragrance was good and the bottle was bad they would decant the juice into something more aesthetically pleasing. We kept coming back to the same conclusion – it’s all about the juice…
I feel that I may buck the perfumista trend slightly, if I love a perfume I will buy it, regardless of whether it has a nice bottle or not. That said, I do like a nice bottle and have on occasions found myself wanting a fragrance because it’s housed in a nice bottle (Hello Lola by Marc Jacob!) I can’t help that I’m drawn to shiny, pretty objects can I?!
There are some brands out there with some really fabulous bottles and in this post I would like to highlight just a few of my favourites.