The world of fragranced products turns on new product launches. Fine fragrances in particular come into the world with red-carpet fanfare and photo ops of the kind enjoyed by rock stars. Sophomore efforts are scrutinized with even greater intensity, and it goes without saying that some succeed better than others. Chanel No. 5 debuted in 1921, and it was followed by Chanel No. 22. Chanel No. 5 is a cultural icon, but Luca Turin called No. 22 a four-star “exercise in heavy lifting.” Lancome’s 1981 Magie Noire, on the other hand, was eclipsed by sophomore effort, Tresor.
GCI magazine and HBA Global Expo are pleased to present a sophomore effort of our own, one that will certainly add to the conversation about where the industry is headed next. Fragrance Business 2008: Architects of Innovation is the second fragrance business event to be held during the HBA Global Expo in New York. Some of the industry’s best minds and greatest innovators will participate in a conference focused on strategies for success. This insert is your guide to the event, as well as a tiny dip into some current thinking on related issues.
I hope to see you there. Maybe you’ll share with me your favorite sophomore effort fragrance. And rock album!