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."

The Ormonde Jayne Perfume Portrait Service: Pulling Out All The Stoppers To Find Your Perfect Scent

I had toyed with calling this post something like "A Sliding Scale of Scent Selection Strategies", and was going to compare all the different ways of choosing a perfume, from blind buys in T K Maxx - "It's cheap, so how bad can it be?" - to being advised by sales assistants intent on pushing the latest DKNY flanker in the largest unit size possible. But I have already written a post about Ormonde Jayne with a form of the verb "slide" in the title, and decided two slidey posts might be pushing it.

So anyway, my meeting with Linda Pilkington last Friday was not to be, owing to a "signal" lack of crew on my scheduled train, but I said I would drop into the new store near Sloane Square on the Saturday instead. It proved to be a bit of a challenge getting across town from my hotel in St Pancras, partly due to my own incompetence and partly to a few rug pulling stunts on the part of Transport for London.

For starters I took the wrong branch of the Northern Line - via Bank instead of Charing Cross - though I later discovered that this was because the Charing Cross line had been closed, and everyone looking for the Northern Line was automatically steered down the remaining branch. Once on a train, I quickly realised it was going well out of my way. I got off at Moorgate and was about to take the Circle Line eastbound, when I heard an announcement about engineering works at Tower Hill, so I jumped on a tube heading west instead, insofar as compass directions are meaningful in a loop scenario... Are you keeping up so far? : - ) : - )

This circuitous route eventually took me to Sloane Square. I stood in the rain outside the station and rummaged fruitlessly in my handbag for the store details. In their absence, I was reliant on the combined knowledge of several passers by (none of whom were local), a sales assistant with Internet access in Ortigia(!) and three separate members of staff in Peter Jones, including their Customer Services Manager, who walked me to a window of their arty cafeteria and pointed down at the street below. "Okay, so it's not that street there, but Pavilion Road is sort of up a bit and to the left." Having just about absorbed these aerial directions, I promptly got lost looking for the "florist exit" of the store, before emerging blinking into the street, none the wiser now that I was on the ground.

By now somewhat bedraggled from the drizzle, I dived into a Chanel boutique, where two assistants pored helpfully over my 20 year old street guide, as loose pages fluttered softly onto the glossy hardwood floor. At the heart of the problem was the fact that Pavilion Road was on the fold of the book, which was not helped by the tiny print and my failing close sight. I am fast getting to that desperate stage where I have to annexe a young person every time I want to read.

Now in narrating this sorry tale I am not saying that the new Ormonde Jayne store is particularly hard to find - granted, it is tucked away in a little alley, but it is still only a stone's throw from Sloane Square. However, my initial failure to bring the address, coupled with the curved balls served up by TFL, my decrepit A-Z and dodgy vision all conspired to make the journey more arduous than was necessary. I should probably have taken the Clear Pill, for which there were numerous advertisments in the underground. If I took it every day, I'd be "LIMITLESS" apparently, able to unlock my potential and "become the perfect version of myself". Clearly, a better map reading version of myself would be a good start.

Unfortunately, the Clear Pill seems to come with a lot of baggage in the way of side effects, to wit: "paralysis, psychosis, amnesia, extreme sexual appetite, brain damage, irreversible coma, homicidal blackouts and sudden death."

So in deference to Monica and Bona, the staff of the Ormonde Jayne store, who were lovely and welcoming when I did eventually make it, it is probably best that I wasn't taking this pill during my visit - I don't suppose they'd have thanked me if I had had a homicidal blackout on their premises, especially if I had selected one of them as my victim moments before the attack.

Oh dear me...that was a bit of a longwinded introduction, and I realise that I may have shed a few readers somewhere around Paddington on the anticlockwise section of the Circle Line, but for anyone still reading, MY PERFUME PORTRAIT EXPERIENCE STARTS HERE... The store itself is a triumph of elegant design, featuring the orange and black livery that is the unmistakable calling card of Ormonde Jayne. There was lots of gleaming black marble - or gleaming black something - on the display surfaces and the walls. The lighting was discreet and twinkly; the product reverentially displayed. The sense of awe and wonder I felt in this sleek temple to high end scent was on a par with the feelings evoked by a visit to an upscale jeweller's or a prestigious art gallery. I could also liken my response to a grown up version of my childhood excitement at visiting Santa's grotto in our local department store - also with gift (for girl aged 50-55), as it turned out...

I was invited to sit down at a big counter and offered a selection of Ormonde Jayne's own handmade chocolates and a cup of jasmine tea with a real jasmine flower in it. You were supposed to wait for the flower to open fully before drinking the tea in which it bobbed. It was a novel take on my customary infusion method of mashing the tea bag against the side of a mug with the back of a spoon, and though the delicately fragrant tea was very refreshing, I joked with the staff that I couldn't quite rise above the sensation of drinking a rockpool through the tentacles of a sea anemone.

Then Monica, the store manager, kicked off by explaining the idea behind the Perfume Portrait service, namely to invite clients to sniff a selection of raw materials to identify which ones they liked or disliked, thus narrowing the choice of perfumes from the Ormonde Jayne range which they would be invited to sample. Key preliminary questions focused on the occasion this scent was intended for, perfumes the client had worn in the past, and any other information they could provide about their tastes in fragrance.

So then we started testing the various individual fragrance oils, on the end of black lacquered stoppers impregnated with each scent. These were arranged in seven families: "Hesperidic", "Delicate Floral", "Intense Floral", "Balsamic", "Oriental", "Woody" and the intriguingly named "Atmospheric" category, but I preferred not to know what each oil was - or even what family it belonged to - as I proceeded to smell each in turn.

Now I don't wish this post to act as a "spoiler" for anyone who might be planning to try out the Perfume Portrait service themselves, so I will just give you a flavour of how my blind testing went. Predictably, I was pretty rubbish on the whole, though in fairness, at this level of concentration it can be difficult to recognise certain odours, even very familiar ones.

Out of 21 fragrance oils I correctly guessed just two on the first attempt: mandarin and vanilla! The vanilla extract was white and crystalline and so scrumptious-smelling that I would happily have sucked the stopper like a child's dummy (pacifier)! Several oils I got on the second attempt, like gardenia and tonka bean, and I was often in the right general ballpark: for pimento I said cloves, and for pepper I guessed spice or woods.

Bizarrely, I got freesia and iris root round the wrong way, which makes me realise that I am probably only familiar with the more austere scent of the iris flower. I also didn't recognise the champaca note at that concentration, which surprised me as I know how it smells in the OJ perfume of that name. And when I smelt hemlock (arguably OJ's signature note, being the first company to use it in perfumery) and also moss, to both of those I am afraid I just said "nasty!"

So that was all a lot of fun, and quite instructive: I emerged from the process with some clear likes and dislikes, but also some in-between notes, which I decided I might enjoy in small doses. It now fell to Monica, who had been logging my comments along the way, to tot up my stated preferences within each family of oils, cross match that information with the families into which each Ormonde Jayne fragrance is classified as belonging - also bearing in mind that some perfumes fall into multiple categories - and make recommendations from their range of 12 scents.

Before this experiment, I would have said I had pretty broad tastes, but if I could only have two styles of perfume in my wardrobe those would have to be citrus (for daytime) and probably woody oriental (for evening wear). Looking at my score card, I have come out as squarely in the Hesperidic camp, closely followed by Delicate Floral, Oriental, Woody and Atmospheric on an equal footing, all of which feels about right. My least favourite fragrance style came out as Intense Floral (true). (Ormonde Jayne don't do any ragingly civetty scents, or those would doubtless have come out bottom, as it were.) Some intensely floral scents I do actually like, but don't really feel are me. And then my response to resinous fragrances was a bit mixed, which is also true. I do love some incense scents, but they shouldn't be overtly resinous in the sense of "piney". The only thing that puzzled me about the way the oils were grouped was "frangipani", which is classed as a delicate floral, and which I think of as quite intense - though I do happen to like the note, as I do ylang-ylang - in moderation, anyway.

From her analysis Monica shortlisted five perfumes: Osmanthus, Frangipani, Orris Noir, Ta'if and Tiare. This was a pretty canny selection, because unlike most clients who will go through the Perfume Portrait process, I came to it already knowing my favourites from the range, namely Orris Noir, Ta'if and Tiare, and was curious to see if we would come back to these by starting from first principles and identifying my preferences amongst the base ingredients. Additionally, I own Osmanthus Interdite by Les Parfums d'Empire and Ajne Calypso, a frangipani and jasmine scent, so I do dabble in these other fruity/floral directions.

At this point, Monica offered me my choice of fragrance to take home, a generous gesture that caught me completely offguard! With spring round the corner I opted for Tiare - one of the releases from the past two years that has most impressed me. We also talked about Ta'if, the most strongly indicated fragrance from the Perfume Portrait exercise, and a big favourite of mine for winter. Apparently it is a popular choice amongst Middle Eastern clients, including as a men's fragrance.

So what conclusions would I draw about the Perfume Portrait service as a method of orientating clients towards the perfect scent? Couldn't they just sniff all twelve OJ perfumes rather than the 21 base oils, you may be wondering? Well, sure they could, but this is so much fun! Now I don't think the exercise is totally foolproof, given that some of the oils are a bit intense and may put people off at that level of concentration - whereas they might like them well enough in the more attenuated strength at which they would typically end up in a finished formulation. However, I definitely think that the service is broadly indicative, and that the chances are that the shortlist that comes out the pipe will include at least one fragrance the client will like a lot - it my case, it was all three of my favourites!

Beyond that, there were two other great aspects to the Perfume Portrait service in my view. The first was the educational value of smelling oils blind and guessing what they were. I believe that that process alone could tip some ordinary perfume consumers into becoming full blown perfumistas. And given the pleasure that we fumeheads derive from fragrance, the possibility of converting even a few souls through a practical sniffing exercise could only be A Good Thing.

And then there is the whole pampering aspect, for, quite frankly, the care taken by the staff to understand your taste in fragrance, together with the beautiful store environment (not forgetting the chocolates and novelty tea), is as relaxing and therapeutic as a spa treatment. So, Santa's grotto, a spa, it comes to much the same thing. This experience could not be further removed from the "spray and pray" method of scent selection that obtains in your average department store - the staff at Ormonde Jayne have a thorough knowledge of their product line and the fragrance market in general, and clearly care about matching you with the right scent, as opposed to foisting one upon you that they are supposed to promote.

And yet - complimentary bottle aside - I wouldn't have felt pressured to make a purchase at the end of the session, and the one friend I know who has also had her Portrait done said the same. So from the consumer's point of view, as retail experiences go, it doesn't get better that this. And one thing that is also worth mentioning is that I didn't feel at all uncomfortable either in this stylish store - despite my dishevelled appearance and casual ensemble. I was even wearing a pea coat from Asda(Wal*Mart!), and when one of the girls helped me on with it, I swear she didn't visibly flinch. : - ) I remember feeling more awkward in Space NK in Bath, which is a bigger and more mainstream chain. The sales assistant there clearly resented me using the testers.

To sum up, I had an interesting and most enjoyable time, and left the store in a far less frazzled state than I had arrived. If you are not familiar with the Ormonde Jayne range or think you know your tastes in scent but fancy having these hunches "subjectively verified" by sampling individual components, the Perfume Portrait is well worth a shot.

PS I must also apologise for getting Monica's and Bona's names mixed up at one point. Both names feature "on-a" after all, and the black uniforms fuelled my confusion. Now what was that freephone number for the Clear Pill...?

Ormonde Jayne's blog features the new store here.

And here is a link to Ormonde Jayne's website.

Photo of tube map from studioincite.com, photo of view from Peter Jones from panoramio.com, photo of Clear Pill ad from thoughtsinflight.typepad.com, photo of exterior of store and of Tiare from Ormonde Jayne, photo of spa from bannatynespa.com, other photos my own.