New Oriflame perfumes tap into expert endorsement trend

The Gem Collection will be launched worldwide onto a buoyant global fragrance market, which grew six per cent to $30.6bn in 2006 according to Euromonitor.

The first perfume in the range is called Amethyst Fatale and is released onto the market as celebrities continue to line up to endorse new fragrances.

However, Sweden-based firm's new perfume is not marketed on the pull of fast moving celebrities, but on the role the perfumer behind the scent.

"A key trend in the fragrance market is the rise of signature fragrances and Gem Collection is tapping into that trend," said a spokesperson for Oriflame .

In the case of Amethyst Fatale, the signatory is the creator of the perfume, the well known "nose" Jean Jacques.

Oriflame's decision to use Jean Jacques' signature to market the new fragrance represents a new take on the endorsement idea.

"Consumers are becoming more aware of the complexity of perfumery and so educated consumers are likely to be drawn to fragrances that are endorsed by experts rather than celebrities," said Briony Davies from Euromonitor.

Perfumer Jean Jacques attempted to translate the Amethyst gemstone into a scent whilst being guided by the image of the femme fatale whose arresting beauty and gaze makes you dive into "an unexpected world of passion and danger".

To complete this task, Jean Jacques used the iris.

"I could imagine in the elegant odour of the iris: powdery, soft and caressing, all of which echo the amethyst," said Jacques.

Oriflame reported sales figures of €270m for the second quarter, which ended June, 30, a 25 per cent increase on the previous year.

It is now looking to increase its sales further with a series of product releases.

While skincare is still the main priority for Oriflame, fragrance represents 17 per cent of the company's total sales and it was strong performing product category for the company in the first six months of 2007.