The way it's been emphasized, above slogan isn't a mere detail in the pamphlet. I don't see this as "a proposition for discussion" but as a call for battle. Replace 'everyone
' with a brand of your choice and you will sometimes get good, other times rather bad answers. Example Serge Lutens (with or without Sheldrake):
"Serge Lutens is niche
", could be correct or false depending on details of the (economic) criteria used. Let's leave the answer open. On to the next: "We are not
." Against all odds, lets just assume Tauer was correct in this. On to the final part of the slogan: "We are perfumers who care.
" I think, he does have the image of a perfumer who cares. Let' be generous: statement correct. So, what is so disturbing?
The hidden venom is in the juxtaposition of everyone
and we ,
as if there was a contrast. Logical conclusion: Lutens-Sheldrake are (niche) perfumers who do not care ?? -
Just grotesque. This can't be "perfumism
". I am rather reminded of the hubris
of a classical hero. You could also call it unabashed narcissism,
tolerable only with men in their early prime.