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Histoires de Parfums’s conceit of historical and literary themes is schtick. But what’s wrong with a bit of schtick? Trying to convey more than ‘lifestyle’ is a pleasant change in perfume PR. The need to mention both the year and the event the to tells you that the themes are not intended to be obvious. I’m instinctively leery of marketing, but HdP do take a stand against the the flanker mentality. After all how would they manage it? “1889, Fevrier” followed by “1889, Novembre”? I applaud the effort. It’s not merely a name trick, either. The HdP line is varied yet identifiable, and so far doesn’t seem to fill genre-slots with perfume placeholders. And it certainly keeps us away from (identifiable name), (identifiable name) liqueur de parfums, (identifiable name) les cuirs de parfums, (identifiable name) sunessence eau legere du bois blond avec les fruit du cosmos, etc.
02 December, 2012