The process of releasing perfume flankers is an exercise in diminishing returns. Each successive release tends to remind you of how good the original was. By the time they get down the line it is difficult to even know what the purpose of naming it after the original is.
There are exceptions to this. The one that I have pointed to is the line of flankers of 1996’s Thierry Mugler A*Men. A*Men is one of the great perfumes of the last twenty-five years. That Thierry Mugler would want to make flankers is obvious. In 2008 when they released A*Men Pure Coffee they showed they were going to not phone it in. Pure Coffee would initiate a series of releases which made this the best flanker line ever. I own almost all of them. I admire almost all of them. The reason for that is because the original perfumer of A*Men, Jacques Huclier, kept finding new things to say within his original structure. Each new release would illuminate something about the original while also being different enough to warrant being produced. There was always a bit of the original A*Men to be found in these flankers. Which is why I have found the latest release Thierry Mugler A*Men Ultimate so confounding.
A*Men Ultimate is the first of these releases to not have even a tiny bit of the A*Men formula present. When I saw the note list, I guessed the “mochaccino” accord was going to provide the chocolate-coffee DNA of A*Men in a new way. Except there is no coffee and chocolate; A*Men Ultimate is a straightforward woody fragrance.
Ultimate is really just a simple construct of citrus, cedar, and fir. That’s it. There is nothing different from any other perfume with those ingredients. It would have been nice if that promised “mochaccino” accord arrived it might have been similar to 2014’s Pure Wood. I have become so used to this set of flankers being so good I am perplexed at how generic this has turned out to be.
A*Men Ultimate has 10-12 hour longevity and average sillage.
With the rebranding and extension of the Thierry Mugler Cologne series added on top of this very common flanker of A*Men I am left shaking my head. I wonder if Thierry Mugler has finally succumbed to the law of diminishing returns when it comes to perfume.
Disclosure: This review is based on a sample provided by Thierry Mugler.