The creation of fragrance is described by perfumers unequivocally as an art form. Through scent, perfumers evoke and create memories and experiences. For Neil Morris, perfumer and founder of Neil Morris Fragrances, sharing his experiences and memories with others provides inspiration for his fragrances. His fragrance, Storm, was inspired by a childhood summer thunderstorm, an event he refers to as a “fragrant showcase” that began with the scent of the wind and ozone and finished with the sun warming the wet plants and sand.
As in all segments of the beauty industry, trends rule the market. As a result, niche fragrances are seeing a resurgence. “What retailers are discovering about the consumer of niche perfumes is that there is virtually no seasonality because people are primarily buying the fragrances for themselves. They purchase many different fragrances, and the fragrance they choose to wear at any given time may be based on the time of day, the season and even the mood they are in,” said Morris.
As a company thriving in the niche and individual market, Morris and partner David Garten saw a need to reach a wider audience. “I kept hearing that people were yearning for different fragrances, to stand out from the crowd, something different than what was offered by mass merchandised fragrances,” said Morris. As a result, their ready-to-wear fragrance line was born.
Having a finger on the pulse of the market has allowed the company to grow with its customers. But for Morris, the contact with perfume lovers is what he finds truly enjoyable. “I love being in the stores and introducing people to my fragrances, personally explaining to them my inspiration for creating them, as well as the basic formula,” said Morris. “The blogs are also a great way of keeping in contact with fragrance lovers.” Some of his favorites include Sniffapalooza.com, Basenotes.com and PerfumeCritic.net.
Innovation within this marketplace keeps it fresh and exciting. “I love when a perfume pushes the envelope,” said Morris, who promises that individuality and innovation are two factors that will continue to drive fragrance creation at Neil Morris Fragrances.
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