The success of rare and exclusive fragrances, which are available in a limited number of outlets, has demonstrated the desire of some purchasers of luxury perfumes to regain the feeling of exclusivity that modern perfumery has lost with massification.
According to Nathalie Pichard, consultant and founder of the company [TopNotes], “there is a real trend to get back to the basics of luxury that are rarity and exception, but also remarkable craftsmanship and know-how.”
Serge Lutens carves the initials or names of its clients on the bottles
French fragrance brand Serge Lutens, for instance, likes to do things big. The brand offers its customers the services of an engraver to write down their initials or their name on the bottle of the perfume they selected. The price is 31 euros for one initial, 46 euros for two initials, 61 euros for three and 77 euros for a name, plus the price of the perfume.
Atelier Cologne, customization of the travel case
At Atelier Cologne, it is possible to engrave its initials or its first name on the leather case of travel size fragrances (30ml), which is given for any purchase of a 200 ml size. For 20 euros, the customer can select the colour of its case from seven colours. As for the engraving there are two fonts available. Customers can also opt for golden or silvered letters and a vertical or horizontal engraving.
Guerlain, a message on the bottle
However why only write initials or a name when one’s can write anything else? That may be the theory of Guerlain regarding engraving. The legendary fragrance brand, which has been offering this service for many years, has indeed become a reference in this field. The number of characters that can bee engraved depends on the size of the bottle but the price of the service (25 euros) remains the same whatever the customer decides to write. Up to him to find inspiration.
“Ultra customization is a strong societal trend, boosted by social networks and the selfie phenomenon is one of its manifestations,” says Nathalie Pichard.
The generalization of this trend is expected to continue, driven both by the growing consumer demand and by technological innovations that will reduce the cost of customization and lead to more variety and sophistication. From this point of view, the advent of 3D printers opens new horizons.