Friday, 1 November 2013

Aubade Le Parfum, all knickers, no fur coat

It's been a while since I have spent hours in a meeting room with disgruntled clients who didn't like the latest ad we created for them, but in  those days everyone talked about diversification. If, as in my case, the client was a major tobacco company, they talked about it rather a lot, because they knew what was coming for them and it didn't look good. So tobacco companies became travel agents, fashion outlets and sponsors of all kinds of activities that attracted the, ahem, over 18's. For me it always smelled of fear and/or greed. If you're good at what you're doing there isn't much need to spread your resources and claim other fields in which you most probably feel slightly out of your depth. Unless of course you believe that there is a lot of money in it. 

When I saw that French lingerie bran Aubade has just launched a perfume, my first thought was surprise that they hadn't done it before. Everyone and their mother has a perfume out there these days, and the makers of fine dessous are at least already in the luxury and seduction segment. Aubade happens to be a brand I really like so I was interested. The flacon looks good too and one late morning after my French lesson I went to the nearest boutique and tried it. My hopes weren't all that high, but at first sniff I got hit with a nice spicy clove note, and that was unexpected. I took a sample home and tested it last night before I went to bed. I have had better ideas.

That clove note unfortunately vanishes quite quickly and then it's back to the musks and some floral bits, in this case they call them freesias. It's the worst case of washing detergent perfume I have tried for a while. And of course it sticked to my skin like it wanted to eat it. 
Why, oh why do you have to have a perfume in your portfolio, Aubade? Does it really make that much money? And why did you not try to be a bit more daring? The opening had promise......and then you didn't deliver. That's the equivalent of a bra fastener snapping open every 5 minutes or a pair of knickers pinching your lady bits. Women don't want that. Diversification fail. 

 How and where to wear:
I'm really at a loss here, no idea


  1. Answering your question - yes, it's a lot of money. With the cost of juice EUR 2-3 for a EUR100 perfume many fassion brands supplement their incomes with fragrance and cosmetics sales.

    1. I know Undina, it's a bit of a sad affair.