Men's Health asked us for our opinion on the latest men's fragrance for their May 2012 edition.

The sheer volume of the fragrance market is making the whole thing confusing to the consumer. Continual launches are one thing, but it’s the name changes and the repackaging that leaves the purchaser in doubt about what it is exactly they are buying. Is this new? Is this the old fragrance repackaged? Is this a ‘limited-edtion’?

The industry needs streamlining. What works within a company; having multiple layers of fragrance targeting different demographics or complimenting different fashion lines, becomes overwhelming when offered to the consumer. 

Choice is one thing, but confusion is another. 

We have the same fragrances repackaged every year in money spinning limited-editions, or old fragrances given new packaging and advertising to spruce the scent or old packaging but new fragrances. Add the ‘sport’, ‘extreme’, ‘night’, ‘day’ labels and you have an equation of fragrance which multiplies and dilutes the strength of the brand.

Quantity over quality seems to be the current mantra of the big players of fragrance industry. These short term gain in sales will weaken the brand image in the long term.

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