It’s that time again when you need a top up of your favourite bottle of perfume. You browse the shelves and webpages and shock horror – it’s DISCONTINUED! You frantically search online to purchase that last few available bottles. In desperation, you took great lengths and bought a half empty bottle off eBay at five times the original price. You know the end is near and you’re going to have to let it go but you’re still not ready. You think to yourself, “how can I recreate this?”
Why perfumes get discontinued and is there anything you can do to find a replacement? In this post, we tell you all you need to know…
Thousands in, hundreds out!
Every year, the fragrance market gets flooded with thousands of new launches. This means that naturally, some will survive and others won’t! Perfumes do not escape the product cycle that we are all familiar with. Products that fail to meet or maintain commercial success, or products that are deemed outdated get dropped and replaced!
There are a few reasons why a perfume is discontinued. Unless you have insiders information on the brand, it is hard to know exactly why a brand has decided to discontinue a fragrance.
This could be purely for commercial purposes. For example, a fragrance that fails to bring revenue is a dead cost to the brand and retailer.
Nowadays, it is rare that a brand carries less than a dozen perfume in its range. This means that for every new launch, the space on their retail shelf gets tighter and tighter. In many cases, brands will make the decision to drop a fragrance if it is not used by enough customers to leave space to newer launches.
Another reason why a fragrance can be dropped is due to changes in cosmetic regulation. Perfumes, like other cosmetic products, are formulae of ingredients which have to undergo frequent regulatory updates. Sometimes, when a formula is too old, brands may take the easier route and let the fragrance go rather than have to update the formula.
Other times, fragrances disappear off shelves when there is a change of business ownership. When a brand is bought out, the new owner may decide that they don’t want to carry their predecessor’s fragrance line anymore and want instead to create their own.
Novelty is king
Those who have lost track of which iPhone or Samsung Galaxy we’re on now, raise your hand! Like any other product, fragrances need to remain relevant and stay on the front pages of magazines.
Fragrance is one of the rare product categories where you can still easily find products that were introduced decades ago. Chanel No. 5, for example, was released a century ago in 1921 and remains the most iconic and biggest selling fragrance of all time. The Kid by Charlie Chaplin, a black and white silent film was released that same year! More recent (but not that recently!), CK One by Calvin Klein hit the shelves in 1994. The same year Miracle on 34th Street was in cinemas. These two cult classics are examples of fragrances that managed to remain strong throughout the years but most perfumes do not have such luck!
Looking for a replacement for your discontinued fragrance?
We can help you create a fragrance that is unique to you and close to those you love wearing!Discover our 1-2-1 Creation Consultation with our perfumer.