Webinar Replay: What's Behind the Price of Perfumes?

During this webinar entitled “What’s behind the price of perfumes?”, Valérie Demars reveals the ins and outs of the conventional perfume industry and explains what their prices are based on.

Perfume prices have been steadily increasing for almost 20 years

(00:30)

Let's first look at the price evolution curve of conventional perfumes since 2006, that is, over a period of nearly 20 years. The price of 30ml of perfume has gone from an average of €46 including tax in 2006 to €63 including tax in 2018, reaching a range of €70 to €80 including tax in 2023. These figures hide the complex realities and the multiple factors that directly or indirectly impact the selling prices of perfumes.

Practical case: the different cost factors of a natural perfume

(01:00) 

Based on her expertise as a perfumer and perfume creator, Valérie Demars reveals the cost breakdown of a natural perfume, such as those from Aimée de Mars.

This is an opportunity to highlight the significant impact of VAT, distribution costs, and various associated fees. It's also a way to highlight the complexity of the economic mechanisms that govern the perfume industry.

"Valérie Demars reveals the cost breakdown of a natural perfume"

The stages of manufacturing a handmade vs. industrial perfume

(03:22)

Here, Valérie Demars offers a fascinating glimpse into the meticulous steps of perfume manufacturing. A complex symphony that harmonizes artisanal traditions and current industry practices. From the weighing of raw materials, an essential element of the process, to the delicate maturation of the concentrate, each phase is explained in detail. The emphasis is on quality and precision, whether in artisanal or industrial production. These manufacturing processes have a significant impact on the definition of the final fragrance.

Read also: Natural perfumes, my new olfactory path

It is in this meticulous exploration that the secrets that give birth to unique and captivating perfumes are revealed.

This process, although complex, is simplified during the webinar into several key steps:

• Weighing of raw materials,
• Maturation of the concentrate,
• Alcohol + water,
• Maceration of the juice for 2 to 3 weeks,
• Glazing and filtering.

Each step helps define the quality and cost of the final product, revealing the magic behind perfume creation.

Raw materials, marketing, advertising… There are many factors that influence the price of perfumes.

(04:23)

During this webinar, Valérie Demars details each component of perfumes likely to have an impact on its price.

• The juice (perfume base),
• The packaging,
• The bottle,
• Overhead costs,
• Advertising,
• Distribution costs,

So many elements that go into the creation and marketing of a perfume and influence its selling price.

Behind the scenes of the creation of an Aimée de Mars perfume

(06:34)  

Valérie Demars opens the doors to her Aimée Laboratory and reveals the fascinating process of creating a perfume. At the heart of this exploration, comparing the costs of raw materials highlighted the notable differences between natural extracts and their synthetic counterparts.

Read also: Aimée de Mars, a natural formulation

Choosing between the authentic sensory richness of natural ingredients such as Rose absolute, Sandalwood essential oil (EO), Bergamot EO, Myrrh EO or Vetiver EO, and the controlled precision of synthetic components represents a subtle balance in the search for the perfect essence. It is in this choice, between art and science, that the true alchemy of the creative process of perfume making is revealed.

The massive impact of advertising costs on the price of conventional perfumes

(08:44)

In the complex landscape of perfumes, the question of advertising reveals two distinct paths, each shaping the final cost.

• On the one hand, major brands engage in large-scale advertising, spending heavily on campaigns visible on bus shelters and television. This ubiquity comes at a cost, which is built into the price of the perfume. In other words, when you buy a fragrance, you pay for the advertising and the ambassadors that go with it.
• In natural perfumery, Valérie Demars has chosen a different path, favoring a more direct and local approach. By eliminating the costs associated with traditional campaigns, the Aimée de Mars brand is committed to seamless interaction with its customers through its digital channels. This invites each consumer to choose not only a fragrance for their perfume, but also a conscious shopping experience.

"When you buy a perfume, you pay for the advertising and the muses that go with it."

Unwanted ingredients in conventional perfumes: the list

(12:53) 

A key moment of the webinar, to discover and understand the list of undesirable ingredients present in most conventional perfumes.

-> See also: Webinar 2, the replay “the real health risks for ¾ of perfumes on the market”

The almost constant presence of endocrine disruptors in perfumes has a potential impact on the health of users.

Among the list of undesirable ingredients in conventional perfumes are:

• Alcohol Denat
• BHT
• BUTYL Methoxydibenzoylmethane
• Ethylhexyl Methoxycinnamate
• Ethylhexyl Salicylate
• Blue 1 (CI 42093)
• Yellow 5 (CI 19140)

Buy a natural perfume for more conscious consumption

( 14:27)

To conclude this webinar, a strong message from Valérie Demars: rethinking your purchases towards healthier alternatives is making a conscious choice that impacts your lifestyle.

A natural Aimée de Mars perfume means a fair price, transparent communication, and a product that aims for pleasure, but not only that. While purchasing a conventional perfume is only for "accessory" purposes, purchasing a natural perfume is also beneficial for your health and that of the environment.

Aimée de Mars natural fragrances have a positive impact on your emotional health. Choosing the right one for you has a holistic harmonizing effect on your body and mind.

" Buying a natural perfume is also a beneficial act for your health and that of the environment."