Regular readers of my blog know that I can count the number of times I’ve written a rave review about a newly released perfume on one hand. I love perfume, and I love writing about perfume, but the only perfumes that have interested me enough to write about have either been niche, which often means expensive and/or hard to find, or vintage and vanished from the market. I hoard my vintage perfumes that will never be made again, and I resent having to pay a fortune for some niche brand that uses the same ingredients as everyone else.
By now everyone knows about i smell great™, the perfume brand created by Randi Shinder and myself. Randi created and launched three beauty brands that were so groundbreaking they formed new categories in fragrance and skin care. And, we are both perfume junkies, in the truest sense of the word. We eat, sleep and breathe perfume. We obsess about scents and flavours all. The. Time. Stimulate our sense of smell or taste, and we are already dreaming about how this or that would work in perfume. Both of us have been obsessive “noses” since we can remember. Scents haunt us, and they haunted us until we captured them and bottled them, like perfume ghosts.
Randi and I would often get so excited about a scent we would hear about. Then, we’d try it and find it was pretty much exactly the same as many many perfumes before it. Cue the sad trombones. Newsflash: the industry is full of imitation. If one perfume has commercial success, wait for every other designer to release a perfume that smells “similar”. They copy the successful one, maybe tweak it a tiny bit (and maybe not) and then call it something else. Just wander around any perfume department and smell all the top sellers. A well developed nose will be able to find the sameness in everything.
The names are often ridiculous and have nothing to do with what the perfume smells like. Reveal, Downtown, Encounter and how about 18 different editions of Eternity for women and another 14 Eternity versions for men? Oy. Sorry, Calvin, but you aren’t even trying anymore. Talk about phoning it in.
Then there is this business of “notes” in perfume. It used to mean a lot more, and still does with some niche and artisanal perfumers. But for most mainstream perfumes, that cacophony of top, middle and base notes aren’t really telling us what the perfume smells like. It’s ad copy. It’s a romantic idea of the scent. Yes, yes, some of those synthetic molecules are meant to smell like certain things, but that doesn’t mean assembling them together as if you are Jacques Guerlain (SPOILER ALERT: YOU ARE NOT) is going to create another Shalimar. It’s like a habit that the consumer thinks they need to know. Do you? I know I don’t care. I want to know if it smells good, and those vague and random recipes and notes rarely tell me anything about the scent.
So. Why not make perfumes for the masses, why not make perfumes for those who really just want to wear an uncomplicated scent that just smells great? Why not make perfumes that don’t cause headaches, perfumes that don’t choke everyone around you with chemical scent enhancers that elevate perfume projection to nuclear levels? Yes, lady who bathes in Angel before getting on that elevator, I’m looking at YOU. Stop. Now.
I can’t wait to share how Randi and I came to create our perfumes. How the things we loved became perfumes. How the scented products that accompany the perfumes have bases that were just as important as the perfumes. I challenge you to spray your hands with i smell great™ Wellness Water Fragrance Mist. The luxurious base of purified water and skin-healthy ingredients means you can rub it in and it will feel great as well as smell great. Go ahead and try that with a mainstream body mist. Be careful though, it will probably dissolve your nail polish.
Stay tuned for more of our story!