Feel unique

It doesn't matter the bottle as long as we have exclusivity

Rarity and consumer have often gone hand in hand, because the latter has a deep desire to stand out and stand out. Who has never felt a form of pride, accomplishment and even joy when they become aware of being part of a small group enjoying an accessory, an item of clothing or an experience? This phenomenon of exclusivity has always gravitated to the heart of marketing and many brands have cultivated this notion. Perfumery is far from derogating from the rule. “I don't want to smell like everyone else” or “all smells are the same, I'm looking for my own signature” how many times have you heard this refrain? The question we then ask ourselves is: is exclusivity synonymous with salvation?

The very emergence of the niche is proof of a desire for singularity. While selective perfumery and its best-sellers encompassed a large part of the market, this new movement was appearing on the fringes of traditional channels. At the antipode of conventional fragrances, we now played with word-of-mouth, “under the hood” sales, antipub. The resistance was organized in the shadows in order to win a war that seemed, let it be said, lost in advance as the adversary was established. But history has proven us otherwise. The niche brought together all the right arguments. Rare, difficult to access, different and recognizable, their perfumes have enjoyed resounding success over the years. So much so that today there is no longer a selective behemoth that has not either invested in its small dissident houses or developed their own private ranges, locker rooms, exceptions, confidential, exclusives, name them as you wish seems. The battle has just changed sides. 

But the simple niche was soon no longer enough and to fuel this desire for distinction, the brands found a thousand ways to apprehend perfume. Personal experience in private salons, invitation to ultra-selective events, workshops to compose your own fragrance, if not common, all seem to want to offer the exceptional. Some houses even offer the possibility of meeting an internal nose in order to develop a unique juice, this is called tailor-made. This solution, which seems to be the most suitable response to the desire to have its own olfactory signature, is unfortunately still too expensive for the general public.

To offset the staggering price of made-to-measure, some brands prefer to focus on the path to perfume. For example, they will guide you using an algorithm on their website to choose a fragrance from their own comprehensive collection. A 2.0 solution to try to get out of the ordinary. 

However, this race for the extraordinary sometimes forces brands to come a little too close to the limits of what is reasonable. Fragrances that one can customize using one's urine or blood are good examples to support this argument. 

Ultimately, exclusivity in perfumery is constantly evolving and its search is refined day by day. At violet, since sometimes you have to preach for your parish, we sincerely believe that entering a restricted circle of people who can own a juice for as long as they want is a poetic solution to exclusivity. Because in addition to being unique, you then become part of a community. 

See you next time