L'Artisan Parfumeur Coaches the Fragrance Industry

I recently heard François Duquesne of L'Artisan Parfumeur speak on the urgent need for aromatic reforms of all sorts. He urged a revival of authenticity, artistry and genuine personal engagement with fragrance consumers. What is the best way to develop and market scent? Kill the focus group, he commanded, and live with a few flops to staunch the flow of scents that are "too perfect to make a difference." Down with newness for its own sake. Stop training sales clerks and asking them to recall and recite marketing literature. Instead, forget the party line and take them to the fields where ingredients are grown, have them meet the perfumers and tell their own personal stories. Some distinctions that we make today may not be helpful. What is "niche?" In his native France, François explained: "niche is where the dog sleeps."