Déjà Vu from Signature Fragrances, and thoughts on tenacity and 'lasting impacts'

As readers may deduce from my recent reaction to Bogue Profumo's MAAI, I have come a long way from the days when only perfumes described as 'wispy', 'delicate' and 'subtle' called my name. I can take the odd heavy hitting diva scent these days - even one with animalic notes of all unlikely things! - and am more open generally to trying scents that would once have been firmly outside my comfort zone. So when I was approached last summer by Signature Fragrances, with an offer to try a couple of their 'extremely pungent' pure parfum strength fragrance oils, I was more intrigued and amused than alarmed, also by the company's tongue in cheek aim of allowing its customers 'to become EXTROVERTED' in the process. I wrote back with my address and in due course received a sample of Déjà Vu and Lola.

I'll be honest, because of the sub-title underneath of 'Fragrance Oils' (italics my own), I initially thought that Lola was 'a house within a house', ie that Signature Fragrances acted as the overarching stable for a number of individual fragrance oil brands. So for a while there I thought that Déjà Vu was actually called 'OVERBEARING DESIRE' and Lola 'MODERN TOUCH'. I have since read reviews by The Chemist in the Bottle and The Smelly Vagabond and put myself straight on this point - the wording doubtless refers to the fact that instead of being a perfume suspended in alcohol, each scent is a blend of multiple fragrance oils.

Now I didn't really care for either I am afraid - Déjà Vu was a big peachy amber number with an oddly plasticky vibe to it - the intense fusion of coconut and a boozy note, maybe? - so it was never going to appeal, sadly. Plus I am not really one for the texture of oils, to be honest, though in fairness it only felt sticky in the moments after application. Lola was quieter, though not especially memorable - I was going to retest it for this post, but I have been ill this week, and in my enfeebled state I am blowed if I can get the top off the vial now! So, sorry about that.

But the perfumes are not the focus of this post - I have encountered some fans on the Net, and they are undoubtedly of a very high quality / concentration, and in attractive, luxe-style packaging. It was just bad luck that I didn't like the ones I was sent. No, it is Signature Fragrances' marketing campaign that is on my mind at the moment...

To go back to the story, I wrote back, thanking Signature Fragrances for the two samples, and explaining that unfortunately they were not my thing. Undeterred by my reaction to these two, the company wrote back: 'If those were not to your fancy, then I'm sure we'll have some that will fascinate you.' I thanked them again, said: 'Very possibly', and we left it at that.

Then in November, the marketing emails - just the generic kind, this time - started coming thick and fast, triggered by the upcoming launch of a new clutch of scents on 25th of that month. 'You are special', read the first. There was talk of their fragrances being brought to the customer 'through tenacious pure oils'. As it turns out the tenacity of the oils was just the start of it.

By 5th December, I was deemed special enough to be addressed as 'Dear Signateer'. Which sounded oddly cultist - certainly not something I was aware of having signed up to.;) On 6th, I received a mailshot about a prize draw. On 18th the whimsical communications stepped up a gear in upper case urgency: 'Hurry! Indulge, Dab and Fascinate.' I was asked whether I had purchased a fragrance yet from their 'array of luscious perfumes crafted to leave you fascinated.' Ha! They were still hell-bent on fascinating me, I could tell, by now in on this running joke. ;)

There followed a bit of a Christmas lull, then on 16th January the marketing wheels cranked into life again. This time the focus turned to the company's sampling programme, on the basis of buy two, get one free, with free shipping worldwide - which was actually a very good deal in itself. Each vial was said to deliver a 'sensational experience that will last for the whole month'. That struck me as not beyond the bounds of possibility, given its pure parfum strength. Prospective purchasers were encouraged to 'select the drop down box to reveal your treasure'. Once again, there seemed to be an assumption on the part of the company that their perfumes would definitely get the thumbs up from the public, whereas people's success rate with any fragrance house is often a lot more patchy than that.

Then I learnt a little more about the owners, Solomon and Yinka, in this piece from the Croydon Guardian: it seems the duo are keen to bring the overt, rather than covert perfume-wearing MO of the Saudis over to Britain.

'The Saudis are very mature in their wearing of perfumes, the fragrances they wear are not in the range of Eau de Toilette. It's all about oils and robust fragrances crafted to leave lasting and iconic impacts.'

Okay, I think there may be a bit of a backlash in the market at the moment away from wimpy perfumes - hey, I am that soldier! - so the owners could well have their finger on the pulse in that regard. That said, I don't buy into the slight implication?? that the more pungent and robust the fragrance, the more 'grown up' / 'proper' the wearer. That's like saying that people who get up early in the morning are morally superior. ;) It's a little off-topic, but there was a great article on this very theme in the New Yorker.

Source: marketing email from SF!

But back to our chronology...Also on 16th January I had another email, this time featuring a quote from Armani; 'Elegance is not about being noticed, it's about being remembered.' On 20th, I had the same one again. On 23rd, 26th and 29th I had the one about the sampling service for £4.95 a pop. On 1st February I had an email offering 40% off the range, addressing me as 'Dear Signateer' again, and entitled 'I'll buy if the price is right.' Oooh no, I won't buy if I don't like or don't know something! The email had the strapline: 'Explore the diversity and united of scent', with a little 'TM' trademark sign over it, which was puzzling. Then on 5th February I received the 'elegance' email again, and on the same day, the one about the 40% discount. On 12th - and staying with our theme of exploration (a pre-Valentine's pitch no doubt) - an email landed entitled 'Explore, then treat her.' Forgive me, but that sounded slightly rude to my ear... ;) It went on: 'There is still time, fascinate someone!' It's the fascinating imperative again! They are wags, I thought. ;)

On 13th, I was urged to 'make someone happy' with a 10% discount. Ah, but the 40% one from earlier this month would make them happier? Also on 13th, I got the 'Explore, then treat her' email, which raised another guilty chuckle. On 16th I noticed that the sampling programme had been given a fillip by the renaming of the vials as 'little teasers'. Then the email of the 17th was a repeat of the one from the 13th - this time blending the 'Explore, then treat her' with the 10% discount. Also on 17th, I received another 'ENJOY OUR LITTLE TEASERS' email about the sampling service, along with the rather endearing slogan: 'When you're feeling sad, dab some perfume.' On 19th, I was invited to 'celebrate Great Britain in scent from the defining point of modern Britain'. On 24th I got the teaser email again, with the sad dabbing advice, which I judged sweet and poignant enough to bear a little bit of repetition! On 26th I got an oddly entitled email, which reminded me of that staccato style of some of the Library of Fragrance labels, which Jim famously dubbed 'a bit shouty'.

'Leave. an Iconic. impact on your. Friends.'

And that's it so far, but it is only 28th of February. To all of this I would say -  not 'Elegance is not about being noticed, it's about being remembered' exactly - but rather that it is about being remembered in a good way. I don't have a problem with pungent perfumes - there may be some really lovely scents in the range (I'm curious about the powdery floral Endure, for example), and the company's sense of humour has raised a few smiles along the way. However, thanks to this avalanche of marketing messages, I fear I just can't summon up the inclination to investigate further. It's the frequency of the emails that bothers me and also the assumption that I will like these perfumes and I will buy them. Yet 26 emails in, a purchase is still not forthcoming, and the messages simply leave a leaden feeling of 'déjà vu'....

I could liken it to the blizzard of pizza leaflets which are put through my door with relentless regularity. I have yet to take up the offers on a single one of them. As takeaway foods go, this Italian staple has now become 'pizza non gratis' as far as I am concerned, and that's even without any of them claiming that their BBQ Meat Feast with Double Pepperoni is 'The Most Pungent Pizza in the World'. ;)


Have you ever felt inundated by marketing communications from a particular perfume house? (I have a feeling Jo Malone might also be quite prolific, for example.)

If so, can you easily shrug it off, or does it affect your perception of / interest in the brand in question?

Props for beautiful, chunky bottles ~ Source: fragrantica

UPDATE

Another email has come in since I wrote this post - possibly not the last... Here is the title:

"Just.Try.Us.Once"

Hmm, that has something of the ominous quality of 'Read.My.Lips'?

Then the email itself:

"YOU DESERVE TO BE NOTICED

Perfume has the power to make you feel unique.  Royalty have always used perfume to adorn themselves and express superiority."

'Superiority'? Another spin on 'maturity' perhaps?

Later we are back on familiar (fascinating ;) ) ground:

"The focus is on the perfume, so one dab will leave you fascinated and yearning for more."