From the New York Instances fragrance critic, a trendy, fascinating, unprecedented insider’s view of the worldwide fragrance business, instructed via two creators engaged on two very totally different scents.
No journalist has ever been allowed into the ultrasecretive, extremely pressured technique of originating a fragrance. However Chandler Burr, the New York Instances fragrance critic, spent a yr behind the scenes observing the creation of two main fragrances. Now, writing with wit and class, he juxtaposes the tales of the perfumes — one created by a Frenchman in Paris for an unique luxury-goods home, the opposite made in New York by actress Sarah Jessica Parker and Coty, Inc., a large worldwide company.
We comply with Coty’s mating of star energy to the advertising and marketing of fragrance, watching Intercourse and the Metropolis’s Parker heading a massively costly marketing campaign to launch a scent into the overcrowded movie star market. Will she match the success of Jennifer Lopez? Does she have the worldwide fan base to drive worldwide gross sales?
In Paris on the elegant Hermès, we see Jean Claude Ellena, his firm’s new head perfumer, given a problem: he should create a scent to resuscitate Hermès’s fragrance enterprise and problem le monstre of the business, bestselling Chanel No. 5. Will his pilgrimage to a backyard on the Nile provide the inspiration he wants?
The Excellent Scent is the story of two daring creators, two very totally different scents, and a billion-dollar business that runs on the invisible magic of fragrance.
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