In today's day and age, Maison 21G takes the lead to revolutionise the scent industry by creating what is known as the 'Parfum d'Exception' — a highly dynamic segment of perfumery typified by an emphasis on customisation.
According to Maison 21G founder and visionary scent designer Johanna Monange, the perfume industry — while still imbued in the time-honoured values of luxury, opulence and sophistication — is rapidly embracing trends which put the individual and experience first.
From Puig’s acquisition of Penhaligon’s, and more recently Byredo, to LVMH with Maison Francis Kurdjan, and from Manzanita Capital’s success with Diptyque to Estee Lauder with Tom Ford, Le Labo and Frederic Malle, the rise in these boutique labels and their rapidly-ascending popularity is far from insignificant.
It also goes to explain how and why consumers today are selecting scents made from different — often unusual and rare — ingredients than those which came before.
In the 21st century, Asian olfactive trends continue to play a key role in the way perfumery is changing worldwide, and the Chinese market, in particular, has awakened to a new age of scent… with bespoke, exclusive and unique ingredients taking centre stage. Today’s consumers are more aware than any that have come before when it comes to ecological issues, reducing one’s footprint, and selecting brands based upon their sustainable credentials. It’s a factor that many of the larger brands — so set in their ways, and with systems in place designed to cut corners, reduce costs, and mass produce — are struggling to keep up with.
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