The Oxford Dictionary defines niche as: “Denoting or relating to products, services, or interests that appeal to a small, specialised section of the population”. By that definition alone, one could say that all pursuits related to perfumery are indeed niche. After all, only a small section of the community takes an avid interest in the latest releases by Dior, Chanel or for that matter Serge Lutens. However, dig a little deeper and there is a definite divide in a few key areas that distinguish between mass market designer houses and less well-known niche fragrance houses.
The first point of difference is exclusivity. Dior, Chanel and Armani are designer houses. They produce many fragrances that are readily available to the mass market in many different types of stores all around the world. One can walk into the local chemist/drugstore and pick up a bottle of Armani Code or one of the latest flankers of Jean Paul Gaultier Le Male. It may not be so easy to pick up the latest L’Artisan Parfumeur down the street at the local pharmacy.
Another key difference between niche and designer houses is that designers have other commercial arms, so to speak. They have clothing, footwear, sunglasses, leather goods and cosmetic lines. They do not focus solely on the olfactory world. Niche houses sole purpose is to produce fragrances and, in some cases complimentary grooming products.
Photo by Zhengtao Tang on Unsplash
Some niche fragrances can cost more than the price of a new smartphone. The higher prices niche houses charge may be justified by the purported use of more expensive materials and the prevalence of higher concentrated fragrances. A lot of niche houses are exclusively eau de parfums or extraits.
As their business line is focused solely on fragrances, niche houses can be more inventive, creative and in some cases outlandish. They may focus on a theme, such as a city (Bond No.9), photography (Olfactive Studio) or showcase over the top packaging (By Killian). Some niche brands focus on a single note in a fragrance series, such as leather (Memo Paris).
Bearing all this in mind it makes sense that eventually the perfumista will gravitate towards niche. They provide the wearer with a unique olfactory experience. Thus, allowing us to be individuals and stand out from the crowd. In much the same way as a unique accessory or clothing item allows us to showcase our personality a niche fragrance can become one’s olfactory accessory and enable the wearer to linger long in the memory of those around them.
In part 2 of Niche for Beginners, I provide 10 niche house recommendations for the beginner to sample.
What do you think defines a niche house? comment below.
Reference note: niche. (2019) in OxfordDictionaries.com. Retrieved from
https://en.oxforddictionaries.com/definition/niche