A New Perfumery?
Well, I don’t know if the title of this post is accurate… but what’s sure is that Romano Ricci took Perfumery once again in a new direction with his new Fragrance called “Not a Perfume” under the brand Juliette has a Gun.
What is not “Not a Perfume” about? It is a fragrance with only one raw material: Ambroxan (woody and musky facets). Nothing else! No classical pyramid with top, heart and bottom notes! Genius idea or not? I guess we can argue for both sides.
It took me a while before I could make up my mind about this new fragrance. It can seem for specialists in perfumery kind of arrogant. What I mean is that perfumers work months and even years to come up with a new fragrance. Ricci took one raw material, put it in a bottle and said “hey that’s my new fragrance!”
Personally, after analyzing over and over, I can say I am a fan of this new product! I admire the artist in Romano Ricci who took a very simple idea, which might seem obvious now but wasn’t obvious for anyone before, and turned it into a product which is capturing our attention and making us talk about it!
Bottom line: don’t go very far to look for new ideas. New ideas are just under your nose! Wear your glasses and look at them. They might seem very simple and worthless but with the right touch and presentation, they can become a hit!
BeautyWatchers 
Hey Zalfa! and everyone!
It’s Emi, long time no see….
I just read about the idea for this blog of you guys, I’m in too if you allow me!
Before posting articles, I’ll start by leaving this comment.
This is a really eccentric idea about this perfume, or not a perfume.
I’m not a perfumer myself, but I know that there is a tendency to create fragrances with less and less ingredients today in our industry. The formulae get shorter and simpler.
And I think this is the extreme example of it.
I totally understand what you mean by arrogant,
though I also think, why not if the fragrance is great just as it is?
It’s kind of crazy, but great idea.
I like it!
Miss you all,
Emi
Hey Emi! So Happy to hear from you!
I totally agree with “It’s kind of crazy, but great idea”.
The whole point of my post is that simplicity can be sophisticated enough. I think one the issues in this industry is that our minds are not set to think simple anymore! Whenever we are trying to come up with the idea of a new product, we immediately start thinking about complexed and out of reach ideas. But hey, let’s look closer: there is an idea just sitting here in front of us and waiting to be looked at 🙂
Looking forward to reading your posts!
Zalfa
I love the Idea!! Well, I love the raw material as well. We are always looking for more , new trends, new ideas…and sometimes the concept KISS is the best. I had the chance to smell the range of fragrances of Etat Libre d’Orange and I noticed that some fragrances were very simple but in a way outspoken with rich materials.
It is a matter of FreeDom!!!
Thanks for the post.
Mr -M-
Hey guys,
if you were to create your own fragrance with only ONE ingredient, like Romano Ricci did,
what would you choose???
Not realistic but forget about regulations and all that,
what is it going to be?
Benzoin will be the one for me.
Emi