During this webinar entitled “What hides the price of perfumes?”, Valérie Demars reveals the inner workings of the conventional perfume industry and explains what their prices are based on.
Perfume prices have been steadily increasing for almost 20 years.
(00:30)
Let's first look at the price trend for conventional perfumes since 2006, a period of nearly 20 years. The average price of a 30ml bottle of perfume rose from €46 (including VAT) in 2006 to €63 (including VAT) in 2018, reaching a range of €70 to €80 (including VAT) in 2023. These figures mask the complex realities and numerous factors that directly or indirectly impact perfume retail prices.
Case study: the different cost factors of a natural perfume
(01:00)
Based on her expertise as a perfumer and perfume creator, Valérie Demars reveals the cost breakdown of a natural perfume, such as those by Aimée de Mars.
This provides an opportunity to highlight the significant impact of VAT, distribution costs, and various associated expenses. It also underscores the complexity of the economic mechanisms that govern the perfume industry.
"Valérie Demars reveals the cost breakdown of a natural perfume"
The steps involved in making a handcrafted perfume vs. an industrial one
(03:22)
Valérie Demars offers a fascinating glimpse into the meticulous stages of perfume making. A complex symphony that harmonizes artisanal traditions with modern industry practices. From weighing the raw materials, an essential element of the process, to the delicate maturation of the concentrate, each phase is explained in detail. The emphasis is on quality and precision, whether the production is artisanal or industrial. These manufacturing processes have a significant impact on defining the final fragrance.
Read also: Natural perfumes, my new olfactory path
It is in this meticulous exploration that the secrets are revealed which give birth to unique and captivating perfumes.
This process, although complex, is simplified during the webinar into several key steps:
- Weighing the raw materials,
- The maturation of the concentrate,
- The mixture of alcohol and water,
- The juice should macerate for 2 to 3 weeks,
- Glazing and filtering.
Each step contributes to defining the quality and cost of the final product, revealing the magic behind the creation of a perfume.
Raw materials, marketing, advertising… The factors that influence the price of perfumes are numerous.
(04:23)
During this webinar, Valérie Demars details each component of perfumes that could have an impact on its price.
- The juice (fragrance base),
- The packaging,
- The bottle,
- Overhead costs,
- Advertising,
- Distribution costs,
All these elements go into the creation and marketing of a perfume and influence its selling price.
Behind the scenes of the creation of an Aimée de Mars perfume
(06:34)
Valérie Demars opens the doors of her Laboratoire Aimée, revealing the fascinating process of creating a perfume. At the heart of this exploration, a comparison of raw material costs has highlighted the significant differences between natural extracts and their synthetic counterparts.
Read also: Beloved of Mars, a natural formulation
Choosing between the authentic sensory richness of natural ingredients such as rose absolute, sandalwood essential oil, bergamot essential oil, myrrh essential oil, or vetiver essential oil, and the controlled precision of synthetic components represents a subtle balance in the quest for the perfect essence. It is in this choice, between art and science, that the true alchemy of the creative process of perfume making is revealed.
The massive impact of advertising costs on the price of conventional perfumes
(08:44)
In the complex landscape of perfumes, the issue of advertising reveals two distinct paths, each shaping the final cost.
- On the one hand, major brands engage in large-scale advertising, spending heavily on campaigns visible on bus shelters or television. This omnipresence comes at a cost, which is factored into the price of the perfume. In other words, when you buy a perfume, you're paying for the advertising and the celebrity endorsements that go with it.
- In the world of natural perfumery, Valérie Demars has chosen a different path, favoring a more direct and personal approach. By eliminating the costs associated with traditional campaigns, the Aimée de Mars brand engages in transparent interaction with its customers through its digital channels. In this way, each consumer is invited to choose not just a fragrance for their perfume, but also a conscious shopping experience.
"When you buy a perfume, you're paying for the advertising and the celebrity endorsements that go with it."
Undesirable ingredients in conventional perfumes: the list
(12:53)
A key moment of the webinar, to discover and understand the list of undesirable ingredients present in most conventional perfumes.
-> See also: Webinar 2, the replay “the real health risks for ¾ of the perfumes on the market”
The almost constant presence of endocrine disruptors in perfumes has a potential impact on the health of users.
The list of undesirable ingredients in conventional perfumes includes:
- Alcohol Denat
- BHT
- Butyl Methoxydibenzoylmethane
- Ethylhexyl Methoxycinnamate
- Ethylhexyl Salicylate
- Blue 1 (CI 42093)
- Yellow 5 (CI 19140)
Buy a natural perfume for more conscious consumption
( 14:27)
In conclusion to this webinar, a strong message from Valérie Demars: rethinking your purchases towards healthier alternatives is making a conscious choice that impacts your lifestyle.
An Aimée de Mars natural perfume offers a fair price, transparent communication, and a product designed for pleasure, but not only that. While buying a conventional perfume may seem like a mere "accessory," buying a natural perfume is also a beneficial act for your health and the environment.
Aimée de Mars natural perfumes have a positive impact on your emotional health. Choosing the one that suits you has a holistic harmonizing effect on your body and mind.
" Buying a natural perfume is also a beneficial act for your health and the environment."