Roll, Baby, Roll

I rarely comment on the cost of perfume. Mainly because I’m more interested in whether it is good than economical. As I’ve received more access to the mass-market brands I have come to appreciate one specific thing about their marketing; the 10ml rollerball.

The  cynic says they are the equivalent of candy in the grocery checkout line. Small enough and cheap enough to encourage an impulse purchase. Certainly at the mall stores this is the practice. The perfume lover in me thinks it great that I can buy half a dozen new fragrances for the price of a bottle. Which is a great way to try new things.

One of the reasons I think this is so positive is it is a low-risk way of buying blind. If you’ve never heard of a brand like Bastide you are more likely to give it a try at 10ml than invest at 100ml. I have no way of being sure but I suspect that 10ml eventually turns into 100ml for more than just a few.

Most of the time I mention when niche sensibility crosses over to mass-market. Outside of a very few examples this is something which might cross over in the reverse direction.

This is especially true for niche brands with slightly odd aesthetics. There might be a perfume to be found within a quirky collection but finding it via full bottle blind buys is no way to go about it. A recent example of allowing for individual exploration of a brand like this came from Areej Le Dore. With the latest four releases owner-perfumer Russian Adam offered a sample set of all four plus a bonus sample of an attar version of one. It was a fraction of the price of any single bottle.

What it allows for is someone who is interested to see if there is something which appeals to them in a brand which is not made to please the masses. I would aver that it might be more important in these cases. Trying five new choices versus one blind seems obvious.

Except in the place which needs the most opportunity to connect with a consumer it is made difficult because of no smaller options. I especially think sample sets of new collections really make sense. Trudon offered buyers the same sample set they sent me for review which I think is a great way to introduce a new perfume brand.

I am hoping that I see as many rollerballs in niche outlets in the future as I see at the mall.

Mark Behnke

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