For a while now, I’ve been wanting to do a monthly post about the perfume editorial coverage and advertisements in some of the mainstream fashion magazines. NST does a round-up, but Robin doesn’t usually comment. I would be interested to hear your opinions, and I also want to dig deeper into the coverage, and generally geek out about it. Why? Because these magazines represent the bulk of what is published about perfume (in print), and I’m constantly surprised and fascinated by what is (and isn’t) picked up and by how the writers write about perfume.
Please let me know if this is something you would be interested in reading on a monthly basis. If it is, and you have suggestions for other magazines to include, please let me know in the comments. Conspicuous in its absence is Allure. It has, arguably, the best articles on perfume, but since I’m not as interested in beauty as I am in fashion, it’s not on my monthly reading list.
Unless I indicate otherwise, these are all American editions.

Up first: Vogue, with the smashingly talented Adele on the cover.This issue doesn’t contain a single editorial mention of a perfume, despite its being the massive 600-page spring issue. There are, however, lots of ads — including smelly strips for Elie Saab Le Parfum and Donna Karan Cashmere Mist. None of the ads are new to me. Michael Kors and Burberry Body are running ads I’ve seen or some variation thereof. The Bottega Veneta, Elie Saab, and Donna Karan ads are also the same. Considering that a lot of these same companies bought space in the other spring issues, I’m surprised they didn’t also redesign their ads.

The next magazine in my stack is Bazaar, with Gwyneth Paltrow on the cover. Another Elie Saab scent strip, and an assortment of other seen-before ads. A “day in the life” feature with Tom Ford, which doesn’t mention his perfume line but which I have to mention because it makes him sound like a parading dilletante to such an extent that I’m shocked he allowed it to be published. One editorial mention of a perfume: the new Valentina Eau de Parfum by Valentino. This was making the rounds of most of the magazines this month (see below). Bazaar borrows language from the press release and calls it sophisticated and rebellious. They also echo the press release in calling the perfume “as beautiful as the spring collection.” (Do a find for “sophisticated,” “rebel,” and “collection” in the press release.) To reiterate: within the two-sentence, five-line paragraph in Bazaar, they’ve included one idea not contained in the press release: that the perfume is “luxe.”

I had high hopes for Lucky, since I like the beauty editor’s column and she sometimes writes about perfumes. As it turns out, she didn’t feature a perfume this month, but Lucky ran a “Paris with Ines de la Fressange” feature that mentions the Editions de Parfums Frederic Malle boutiques, the Maison Francis Kurkdjian boutique, and the Palais Royal of Serge Lutens. From what I can tell, these contain original reporting, since there is a little paragraph which describes the atmosphere in each shop and shares a tidbit about the scents — none of which seems to be lifted from PR material. Ambre Sultan is given special mention, too.
An “insider’s pick” feature later in the magazine also mentions perfume; the subject describes Monocle Scent Two in Laurel by Comme des Garcons as “clean and musky, almost a little spicy too. It stands out among my typical-L.A. florals.” There are fewer perfume ads in Lucky than in the other magazines, and no scent strips.

Marie Claire had many perfume ads in its March issue. Narcisco Rodriguez was the only one with a smelly strip. None of the ads were new, and although Eva Mendes is on the cover, I didn’t spy a mention of Angel. Editorial mentions of perfume include a mention of the new Roberto Cavalli fragrance as a pick of someone named Elisa Sednaoui, who says “Wearing it brings out my inner animal, the tiger inside. It’s powerful and feminine at the same time.” This quote seems so on-point with the company’s PR that I googled it. Ah, waddayaknow, Elisa is the “face” of the perfume. Model Lara Stone cites CK One Shock for Her as a favorite, stating that it makes her “feel young and edgy.” I’m not surprised my Google search reveals that she is the face of CK One Shock for Her. In a personal style feature of Isabel Toledo, there is brief mention of the Annick Goutal Les Orientalistes coffret. A quick Google search reveals no formal connection between Toledo and Annick Goutal, and the quote from Toledo sounds genuine, if benign (“blend them as you wish”). Marie Claire also features Valentina by Valentino. The adjectives used are fresh (press release? check!), floral (press release? check!), and feminine (press release? check!). But my favorite mention of perfume in Marie Claire is a tiny photo of Axe Anarchy for Her bodyspray, with a simple statement of product name and price ($5). At least it’s in Marie Claire and not Vogue. But still, I hear the voice of Meryl Streep in The Devil Wears Prada, whining “But where are the aaaaadvertisers?”

Last up is Elle. Another Narcisso Rodriguez scent strip, various ads. A mention of the new Big Pony Collection for women — specifically No. 4, which is the “Stylish” fragrance, described as a Saturday-night-ready blend of amber and cherry. And when I say described, I say it because I can’t find a press release for this yet, so I can’t say for sure this language wasn’t lifted in some way. Nestled in a feature about make-up is a mention of the new Roberto Cavalli fragrance, with a quote from Cavalli that reiterates it is “a bit feline.” A feature on Diane von Furstenberg references her perfume Diane, with a quote from the designer. Elle also featured the longest write-up on Valentina by Valentino. It’s still only one longish paragraph, but what I appreciate is that it doesn’t seem to be trying to create the illusion that the writer has smelled the perfume and has an opinion, when we can all see it’s recycled promo copy. The Elle paragraph begins by stating that Valentino has become an edgier house since new designers took the helm in ’08, and it mentions the noses behind the perfume (Olivier Cresp and Alberto Morillas) and includes a quote from Cresp. Compare the examples from the other magazines above to this closing sentence from Elle and the difference in approach is obvious: “… for a fragrance conceived to be both aristocratic and a little bit wild.” I’d much rather read this, which is informing the reader what the company cites as the inspiration for the fragrance without trying to pass it off as a writer’s opinion.

I think it’s fair to say the March magazines were dominated by Valentina (pretty bottle!), and that in the midst of covering the spring fashion there was even less room than usual for covering perfume. I’ll be interested to see what April brings, in the run up to Easter and Mother’s Day.
Images courtesy Idolater.com, Popsugar.com, PeopleMagazine.com, FashionBombDaily.com, MyGossip565.com, and Fragrantica.