For the fragrance industry, marketing (a.k.a. the art of persuading consumers to purchase a product by pretending that it’s revolutionary and/or necessary) is a particularly tough task. A solid case can be made for hoarding shampoo or sunscreen, but getting a woman to spend her hard-earned cash on yet another scent? That requires serious creativity. The latest launch from Maison Margiela is the perfect example of just how clever—and convincing—brands can be. The house just introduced Replica Filter Glow and Replica Filter Blur, oil-based fragrance “primers” designed to personalize the “olfactive memories” conjured up by the Replica line. Before applying any one of the brand’s 14 eau de toilettes (recently expanded and evolved to include four “fantasy fragrances” that explore the thrill of flying or a trip to the moon—all reflective of John Galliano's surreal sartorial vision), spritz on Glow, a blend of citrus and neroli, to add warmth and radiance. Or apply Blur, a combo of cotton, white musk and amber, to soften the aroma. Just like layering Valencia or X-Pro over your Instagram photos, these filters don’t alter your fragrances beyond recognition—they shift your perception of them ever so slightly…perhaps leading to more real-life “likes.”
This filtering concept, while lovely, is pretty much what we veteran beauty editors know as layering. But we’ll admit, “filtering” is a much cooler term for the coveted millennial demographic to talk about on Twitter, Facebook, Snapchat, and Instagram. Because if you don’t spread the word about your beauty products on social media, do they even exist?
Maison Margiela Replica Filter Glow and Blur, $55 each; sephora.com