 By Creezy Courtoy, Perfume Historian and Anthropologist The Victorian era, spanning from 1837 to 1901, was a time of significant cultural and social change in England. One aspect that reflected these changes was the strict usage rules for perfumes. Etiquette dictated that perfumes should be worn only in moderation; for example, only a few drops were permitted on a handkerchief, but never directly on the skin. This practice was indicative of the period's emphasis on modesty and propriety. Queen Victoria herself played a pivotal role in shaping the fragrance trends of her time. Following her marriage to Prince Albert of Saxe-Coburg in 1840, she introduced the custom of using shawls scented with patchouli. This fragrant fabric became a fashionable accessory among the upper classes, symbolizing both elegance and the burgeoning interest in more exotic scents. The use of patchouli, a scent derived from the leaves of the patchouli plant, reflected a growing fascination with natural and earthy fragrances. Only a few drops on shawl or an handkerchief were allowed but never on a person.  Collection Creezy Courtoy The marriage also brought with it the introduction of new customs and traditions into British society. Notably, Victoria popularized the Christmas tree tradition, a custom she embraced from her German roots. This festive practice not only transformed holiday celebrations but also infused homes with the refreshing scents of nature. Fir trees, adorned with ornaments, spread the aroma of pine, which was often complemented by the warm, spicy notes of cinnamon and clove, alongside the comforting smell of candle wax.
This blend of natural scents contributed to the cozy and inviting atmosphere of Victorian homes during the festive season. As Queen Victoria's influence extended beyond Britain, her connection with European royalty, particularly Louis-Philippe, King of France, facilitated the spread of Victorian perfumed fashion across the continent. The era was marked by a calm and reflective approach to fragrances, which were often seen as luxury items rather than necessities. As the 19th century progressed, perfumes transitioned from being essential for masking odors to becoming luxurious toilet accessories reserved for the elite. During this time, English perfumes gained a reputation for their quality and sophistication, leading to their sale in France at exorbitant prices. The Great London Exhibition of 1851 was a significant milestone for the perfume industry, offering a platform for English perfumers to showcase their creations to the world. This event not only highlighted the craftsmanship involved in perfume-making but also allowed natural perfumes to gain international acclaim. Queen Victoria's reign always fascinated me. It marked a transformative period for natural perfumes, characterized by a delicate balance of propriety and luxury. The introduction of new customs, the embrace of natural scents, and the establishment of perfume as a symbol of status shaped the fragrance landscape of the time. As a result, the Victorian era left an indelible mark on the world of perfumery, influencing practices that continue to resonate in modern fragrance culture. If you are passionate about perfume history, consider becoming a Perfume History Teacher or enhancing your knowledge for your perfumery business by enrolling in Creezy Courtoy's World Perfume History course. .
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 By Terry Johnson, Business and Marketing Expert In the vibrant world of perfumery, new brands and budding perfumers often find themselves looking toward established giants like Chanel for inspiration. However, it's crucial to remember that these iconic brands have spent decades cultivating a rich cultural legacy that goes beyond just the fragrance itself. Consumers are drawn to these brands not only for their scents but for the stories, emotions, and the status they represent. In contrast, the realm of natural perfumery offers a unique opportunity for emerging brands to carve out their niche and promote powerful brand differentiation through authenticity, effective storytelling, engaging senses, deep connectivity to sustainable ingredients, and strong community relationships. The Importance of Authenticity In today's market, consumers are increasingly discerning, prioritizing transparency in the products they purchase. Natural perfumes, which often contain sustainably sourced ingredients, resonate with health-conscious consumers seeking authenticity. Brands can leverage this by being open about their sourcing practices, ingredient origins, and production methods. This transparency not only builds trust but also creates stronger emotional connections with consumers who value sustainability and ethical practices. Crafting Compelling Stories Storytelling is a powerful tool in marketing, particularly for natural perfumery. Each fragrance has stories to tell, be it the inspiration behind the scent, the journey of its creation, or the cultural and significance of the sustainably created ingredients used. By weaving these narratives into their branding, new perfumers can create a rich tapestry that engages consumers on deeper, emotional levels. This approach not only differentiates their products from mass-market offerings but also fosters a sense of community and shared values among consumers. Engaging the Senses Natural perfumes are unique in their composition and often offer sensory experiences that differ vastly from synthetic fragrances. Power Marketing strategies should emphasize the sensory journey of product: how they smell, how they feel on the skin, and even the emotions or states of wellbeing they evoke. Engaging consumers through sensory experiences can be achieved through various mediums, including samples, immersive store displays, and tailored online experiences that allow potential customers to explore the fragrances in meaningful ways.  Building Community Connections
Community engagement plays a pivotal role in the Power Marketing of natural perfumes. By fostering connections with local artisans, suppliers, and even consumers, brands can create strong support networks that enhance their authenticity. Hosting workshops, pop-up events, and collaborations with like-minded brands can help engage and build loyal customer bases that feel personally invested in the brand's success. This sense of community not only promotes word-of-mouth marketing but also reinforces the brand's commitment to ethical and sustainable practices. Finally, as the natural perfume market continues to expand, Power Marketing will be crucial in distinguishing new natural brands from their more established synthetic counterparts. By embracing these power principles, new perfumers can effectively resonate with a growing consumer base that prioritizes sustainability, health, and emotional connections in their purchasing decisions. With a thoughtful approach to marketing, the world of natural perfumery holds immense potential for innovation, creativity, and meaningful consumer relationships for a lifetime. Focusing on these core Power Marketing elements will provide new brands in the natural perfumery space with the tools to set themselves apart and thrive in an increasingly competitive market. If you want to know more about marketing your perfume our your essential oil business, enrol for Terry Johnson's Business and Marketing course. |
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