Valentine's Day is here again.
As gifts for the occasion, chocolates, flowers, and perfume can be described as the three things that lovers have.
But now, Ferrero can no longer be seen, and can only be placed on the table as one of the old Guangnian goods, and if you really want to send chocolates, you have to send four or five hundred godiva; Xiaohongshu hung the hot search "Notice: Valentine's Day girls want flowers to look like this", click in and browse around, only to see that the packaging of flowers is becoming more and more exquisite, and I can't wait to directly inlay the petals with Swarovski.
Only perfume, it seems that everyone has given up the pursuit of "expensive".
1,000 pieces of no-man's land roses will not be out of stock, and the "Wilderness Lonely Rose" that can grab 9 pieces of 9 is amazing.
Not only the wilderness lonely rose, but the entire series of MINISO is almost so popular that it is difficult to grab.
After all, they are all "tributes" to the hottest big-name perfumes. The Road of Doom is a replica of Atixian's Road to Hades, and it is almost difficult to see it in stock in the store, and the impression of it only exists in Xiaohongshu Amway; Freedom wantons, as soon as you smell it, you know that it is YSL's free water, and you don't have to run; The similarity between Darjeeling tea and Bulgari's Darjeeling tea is as high as 80%; After-the-fact early morning is about the same as the after-morning ...... of loewe
According to Xiaoxuan, a fan of Ping Ti perfume, these MINISO products are often sold out in turn, and sometimes they can't even be grabbed online.
The reason for being sought after is naturally that the degree of reproduction reduction is okay, and the **cheap taste is good, but compared to the "original owner", this kind of cheap perfume is almost the most criticized for its short fragrance, and it is almost impossible to smell the base notes, "I sprayed a lot when I tried the fragrance, and the residual smell was gone after more than 20 minutes of riding a bicycle." ”
In addition to MINISO, old domestic products such as Qiuxia have also become a gathering place for cheap perfumes to be robbed.
The perfume piece depends on your sister Xia", "Who can compete with your lady", Pinduoduo's strength of 10w+ sales does not need to be said. In order to experience it for himself, Hydrogen Business bought 7 bottles of high-demand perfume to experience it according to the Xiaohongshu strategy to see if it is really as cheap and smelling as the legend.
Before we opened the squeezed and rudimentary cardboard box, we had already made a preset - the whole editorial office would be immersed in a pungent smell of essence.
Maybe it's because the preset of the hug is too low, and there are also players who make us shine.
The No. 1 contestant yellow horn orchid really smells good, and the faint white orchid smell is not inferior to Miss Dior Flowers, with 9The ** of 9 yuan has received unanimous praise from everyone. Spraying on it is elegant and intellectual, and the whole ** bookish atmosphere is full;
The No. 2 contestant is the most popular noble lady, and is described by netizens as a "rich and mild mixed floral fragrance". The first intuitive smell that came out of the spray did not smell the fragrance of flowers, but there was a strong smell of fat powder on the old-fashioned cosmetics counter, but it was only sold for 6 in 80ml9 yuan is not unpleasant, which is barely acceptable;
The No. 3 gardenia player has no merit, and whether he can smell and get used to it depends on personal preference or not. And the No. 4 contestant not only looks like Shu Skin, but even the smell is exactly the same as the red pomegranate shower gel, smelling like he has just taken a bath, and there is no intention of perfume at all.
The above are the fragrances that have successfully passed the test. The remaining three contestants not only have a slightly spicy packaging, but the taste is like a heavy punch, and you can see the degree of too much milk when you smell it. Almost everyone who comes close to smell it will automatically go into a state of vertigo and wave their hands repeatedly, "Isn't this the standard cheap perfume smell."
This makes me a little curious, what exactly is a "cheap perfume smell"?
It is the cost-effective lady of the yellow horn orchid, or the pungent osmanthus king and rose king. Cheap perfume, in the end, cheap in **?
Putting aside **, four typical characteristics can be summarized from "cheap perfumes". The fragrance is short, most of them disappear without a trace after an hour or two, and need to be refilled frequently; There is no before, during or after the whole taste, most of which are floral notes, that is, pure some kind of floral fragrance; I like the aroma of copying big brands, but the production is relatively rough, the similar taste still can't hide the strong smell of alcohol; There is no packaging that can be withoutIf you can't save it, you can simply collage the design to fool around and save costs.
Those who step on these four points are almost all model students of cheap perfumes.
Why do people start to get hooked on cheap perfumes, just because they're cheap?
Not really. Pliny the Elder, an ancient Roman naturalist, said, "Of all the forms of luxury, perfume is the most superfluous, because jewelry can be passed down from the wearer to the heirs, and the dress lasts for a while, but when we apply perfume, the fragrance disappears for a moment, even if it is gone." ”
As a non-essential, perfume seems to be a dispensable thing in the face of survival. Or rather, it's a personal choice to spray or not. For example, the queen Yixiu in "The Legend of Zhen Huan" chose melon and fruit fragrance without spices all year round, which gave me inspiration, maybe the effect of spraying perfume and carrying fruit with you is very similar.
Coupled with the fact that the premium of raw materials and brands has been greatly improved, more and more people are reluctant to spend on perfumes.
French media have reported that the ex-factory cost of French perfume is only 15%, advertising and marketing expenses account for 25%, and the remaining 60% is profit. If you want to import into China, you also need to be taxed on luxury goods, and at the same time, the retailer's profit will increase proportionately. The end result is a bottle of perfume that sells for more than 1,000 yuan in China, but it may actually cost only 10 yuan.
That's why more and more people are grabbing cheap perfumesIf you pick the right one, there is no brand premium, and it doesn't smell bad.
After all, big-name perfumes and cheap perfumes are made with the same formula, nothing more than alcohol, spices and water.
Alcohol acts as a solvent for perfumes and the water can adjust the concentration. The most important thing to open the gap is the choice of spices. If the cost price of a big-name perfume that sells for 1,000 yuan is only a few dozen yuan, it sells for 9A flat version of a cheap perfume for 9 yuan can be pressed for a few cents.
Why is it that the cost of a cheap perfume can be so much lower than that of a luxury perfume when the smell is similar?
Almost all netizens who describe the taste of MINISO's "copy series" will add, "The moment I first sprayed it, the taste was exactly the same, but it was only for a moment." ”
The reason why cheap perfumes can be sold in the single digits,In terms of manufacturing process, it is considered to be the lowest in terms of quality。According to a professional perfumer, the most expensive ingredients in a perfume are often presented in the base notes. Cheap perfumes tend to only copy top notes, and with the limited level of imitation perfumers, the fragrance will appear very straightforward.
Jo Marlon, Guerlain and other big-name perfumes have their own professional perfume mixing teams, and even have their own perfume mixing laboratories, where a lot of financial resources and energy are finally attached to the finished perfume. Most of the cheap perfumes such as MINISO do not have their own dedicated factories or fragrance mixing teams, and the formulas are completed in cooperation with flavor companies.
In terms of raw materials, cheap perfumes are also copied from the cheapest "cheap" materials.
Take, for example, ambergris and musk, which are most commonly found in luxury perfumes.
The price of ambergris starts at 1 million yuan per kilogram, while the synthetic substitute ambergris ether only costs 4,000 yuan, and the cheaper synthetic substitute ambergrone can be pressed to about 150 yuan. The price of natural musk is also nearly 150,000 yuan per kilogram of natural substitute muskrat incense, while the synthetic substitute musk ketone only needs about 50,000 yuan, and the synthetic substitute spitting musk is as low as 200 yuan, and the synthetic substitute ketone musk is 100 yuan.
Switching to an ingredient that tastes similar can save a lot of money.
In fact, non-insiders can't smell the reason. Some netizens said that they still can't tell the difference between cheap perfume smell and luxury perfume smell, and can only distinguish floral notes and woody notes. I went to a big-name store to smell a rose-flavored perfume, and I felt that it was the smell of cheap perfume, and I saw **4,000 and 8.
But most of the time, perfumes are expensive not because of the ingredients, but because of the marketing.
Le Monde has reported that 50% of the cost of perfume lies in distribution, 30% in advertising and marketing, and only 20% in the manufacture of the product itself. This is only conservative data, and the cost of real perfume itself can even be pressed to 5.
When you buy a big-name perfume, you're actually buying just the word "big-name". A professor at a business school in Paris analyzed, "Buying Dior real me perfume is essentially buying 'Dior', what we really buy is actually a part of the luxury brand that we may not be able to access in ordinary times. The perfume brand Lolita Lempica also emphasizes that the romantic realm of her brand is "replicated by the olfactory aroma and the perfume bottle as a work of art".
In fact, even if the raw materials are expensive, but from the perspective of ingredients, the effective content of the fragrance source in a perfume is very low, and the fragrance concentration in the alcohol of the mainstream eau de toilette is only between 8 10.
In addition, the cost of celebrity endorsement is also evenly distributed on the head of each consumer who comes to pay. Natalie Portman signed a three-year, $28 million contract with Dior and $20 million with Depp; Chanel gave Brad Pitt $7 million in an advertisement; Paipis Pine endorses Armani for perfume and earns $4 million a year.
The ** of perfume itself is a kind of metaphysics. If expensive perfumes remove the high advertising and marketing costs, they can also be pressed very low, and if they can erase the luxury tax and put aside the high premium, the taste will also change with the help of the "cheap" psychological effect.
The so-called "smell" feels very high-end, but it is better to say that it is expensive to spray.
In this way, it is not surprising why more and more workers are crazy about cheap perfumes. The cost of trial and error is low, even if you buy something you don't like, you can spray the toilet spray pillow generously. I especially remember that when the YSL black opium fragrance was popular, I gritted my teeth and closed my eyes and blindly entered a bottle, but it has been idle so far, sealed in a box to eat ashes, and I was dizzy when I smelled it, and I was even reluctant to use it to spray the wardrobe.
Perfume is a thing that has its own eyes. Not only can cheap perfumes be replaced frequently, but even if you spend a lot of money, you can laugh it off.
Not only that, but it also avoids high brand premiums.
Xiaoxuan told me that she doesn't really care much about the front, middle and back tones, "In my concept, a taste can be smelled and liked, our mountain boar can't eat fine chaff, even if I earn a small goal one day, I will still go to MINISO to grab the wilderness Lone Mei, no, I want the whole round." ”
The best thing is that the netizens who use cheap perfume as a life simulator are still 10,000 years ahead of everyone in their mental state. When others are still struggling with the script to choose which character can cry and cry, and which movie can make people feel strong enough to live again, cheap perfume makes a grand debut.
"I am committed to buying all kinds of perfumes for a few dollars on Pinduoduo, just to experience the life of Baiwei. ”
Use 2The 39 yuan jasmine incense beads instantly became a middle-aged man with a pure heart and few desires. Yesterday, I just took a careful bath with soap, and today I took out the cheap jasmine tea that I had treasured for a long time from home to entertain my old friend, "so bitter that there is a feeling of hardship and hard work, but the suffering is left to those who can endure hardship."
If you want to feel the hard work of a single mother, you can buy a 69 yuan miniso baby fragrance. It gives people the feeling of soaking in sweet artificial milk flavor for 24 hours, "in order for my daughter's childhood to be sweeter than this, I can only let this taste and nose coexist."
You can also use Indian spices to travel to the alleys of India in a second, and the moment the perfume is sprinkled on your body, it is about the same as wearing a sari, and you start singing and dancing without saying a word, and the table next to you is full of sesame oil.
Not to mention the scumbag scent of tobacco alcohol that can only be contaminated in a nightclub for seven days and seven nights, or the princess of the last century who lives in a rose garden for immortality, she has maintained her aesthetics for several years, and she has a strong floral fragrance with a strong sense of age.
Perfume is a good business after all, and both expensive and cheap have a bright future. Chanel Saint Laurent Dior and the like of perfume is still one of the lowest threshold of luxury, the domestic high-end market sales and scale are rising, more than 699 yuan ** with high-end perfume occupies 44% of the perfume market share, L'Oreal invested in the domestic perfume brand Guanxia, Gucci last year also acquired a more than 200 years of history of perfume company creed.
Just like the fashion sunglasses and lipstick industry, high-end fragrances must have a place on Valentine's Day by virtue of emotional value and brand premium.
A bottle of 1,000 yuan no-man's land roses is the first choice for gifts, but 9 pieces of 9 MINISO can make new discoveries every day." Expensive perfume is used by more people and becomes a mediocre street fragrance, "The wilderness on your body smells like my six ex-boyfriends" is embarrassing, and the expensive salon reflects tasteThe charm of cheap perfume is "fun".
You don't have to spend one or two hundred to play with the script and kill the emotion, just spend a few dollars on Pinduoduo to buy a few perfumes. Today it is a bitter camellia, tomorrow it is an amorous red rose, and the day after tomorrow it is a little jasmine next door.
I'm not having fun today, and I'll be able to come back tomorrow with a different personality.