Blue Perfume
Understanding the European Perfume Market
American perfume users may think of themselves as quite normal, but compared to their cousins across the sea, they are a rare breed. Differences between norms for perfume use between Americans and Europeans are distinctive. They also shape the way that the perfume market works.
Globally, the European market accounts for more than 40% of all of the perfume revenues world wide. Branded perfumes, such as Dolce and Gabbana Light Blue, are especially popular. So popular, in fact, that Dolce and Gabbana Light Blue has been transformed into a scent for men and women. It is pitched as an affordable aspiration and an embodiment of a good life near the sea.
Back in the US, branded perfumes are a top end luxury good, rather than a regularly purchased accessory. While Americans might wear their scent for a big date or a fancy party, they are much more likely to not wear it daily or to be “saving it” for some unknown future date. This makes it possible for a single branded perfume purchase to last for years, or perhaps even for a lifetime.
In Europe, on the other hand, consumers are much more likely to wear their branded perfumes each and every day, like a signature bit of jewelry or a watch. This allows the major fashion houses to design elaborate ad campaigns around their fragrances, creating characters and plot lines. Others, like Dolce and Gabbana Light Blue, simply make the perfume an extension of the fashion house.
In the US, the Dolce and Gabbana Light Blue perfume is merely a set of pictures of an Italian ocean scene. US advertisements for perfumes are usually in this frame set, as a still photo. Rather than elaborate stories or plot lines, American consumers seem content to merely see iconic surface images when they are making their purchase decisions. They limit themselves in their overall involvement with the brand lifestyle.
As a result, while America may be one of the top consumer markets in the world for most goods, it is unlikely to attract additional investments from perfume advertisers. US consumers simply don’t make the perfume a deep enough part of their lives or themselves for a significant investment to make a worthwhile difference in sales. As a result, European consumers, who use perfume much more regularly, will be treated to varieties of perfume that may never make their way over to the States.
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dolce and gabbbana light blue perfume review
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D&G 'Light Blue' Women's 3.4 oz Eau de Toilette Spray $69.71 Launched by Dolce & Gabanna, 'Light Blue' features a feminine blend of rose, apple, musk and jasmine notes. This women's eau de toilette is available in a 3.4-ounce spray. |
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Dolce & Gabbana 'Light Blue' Men's 4.2 oz EDT Spray $68.92 Fragrance was launched by the design house of Dolce & GabbanaLight Blue is a masculine scent that possesses a blend of mandarin, bergamot, grapefruit and moreMen's cologne is recommended for daytime wear |
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Polo Blue by Ralph Lauren Men's 1.3 oz Eau de Toilette Spray $34.29 Fragrance was launched by the design house of Ralph LaurenPolo Blue men's fragrance is warm and invitingMen's scent possesses a blend of patchouli, gernium, amber and melon |
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Ralph Lauren Blue Women's 4.2 oz EDT Spray $93.99 Fragrance was launched by the design house of Ralph Lauren in 2003Ralph Lauren Blue women's fragrance is classified as floralWomen's scent is recommended for daytime wear |
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Revlon 'Charlie Blue' 3.4 oz Women's Eau Fraiche Spray $11.99 Fragrance was launched by the design house of Revlon in 1973Charlie Blue is a feminine scent that possesses a blend of geranium, jasmine, and rose, mossy woods and muskWomen's perfume is recommended for daytime wear |
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Diamond Collection 'Blue Sky For Women' Women's 3.4-oz Eau De Parfum Spray $10.29 This fancy fragrance was created by perfumer Diamond Collection. The top notes are: Sicily cedar, granny smith apple and bluebells. Blue Sky by Diamond Collection is an impression of D&G Light Blue by Dolce & Gabbana. |
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Blue Grass by Elizabeth Arden Women's 3.3 oz Eau de Parfum Spray $17.77 Fragrance was launched by Elizabeth Arden in 1934Blue Grass is a feminine scent with a blend of fresh cut flowers, wood and spicesWomen's perfume is recommended for romantic wear |
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Hanae Mori 'Hanae Mori' Women's 1 oz Eau de Parfum Spray $27.9 Pure eau de parfum was introduced in 1995 by the design house of Hanae MoriFragrance possesses blend of patchouli and sandalwoodFeminine scent is classified as a sharp, oriental, woody fragrance |
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Hugo Boss 'Dark Blue' Men's 2.5 oz Eau de Toilette Spray $34.72 'Dark Blue' scent is created by the design house of Hugo BossMen's fragrance contains Indian lime, ginger, |
