Word: scenting
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Take Philtre d'Amour, for example. Touted by Guerlain as a limited-edition scent for the first year of the millennium, it will be gone at the end of 2000. Like its limited-edition forerunners, Guerlinade, Belle Epoque and Guet-Apens--all released by Guerlain in the past two years--it is unlikely to have a profound effect on the company's bottom line, neither demanding excessive advertising nor generating vast sales...
...this hypercompetitive environment, loyalty is no longer taken for granted, the signature scent is considered passe, and consumers are constantly on the lookout for novelty and exclusivity. Large houses battle for market share not only with their traditional competitors but also with niche brands. A place in the consumer's line of vision is paramount, and big houses are using various strategies to stay there. In the old days, the main vehicle was an extravagant launch of a single new scent. But increasingly the weapons of choice are limited-edition perfumes, male versions of female scents and bath-and-body...
...considered de rigueur among some Chianti producers. Here, the mildly vegetal notes of tobacco are pitted against a soupçon of leather. The dense, complex and velvety tannins emerge with fustian clarity. Its lambent, ruby hue compliments its well-articulated aromas that, in turn, suggest a dusty, earthy scent blended in with a light touch of toasty oak. My favorite of the evening...
...sensors that can sniff out spoiling food and chemical weapons with equal ease. Caltech researchers sent one of their chips on John Glenn's space-shuttle mission last year to keep tabs on the quality of the cabin air. An adventurous Cyranose was even used to study how the scent of wild cats in Africa varies among species...
...their monthly co-residency at New York's Twilo club and on their successful mix albums Renaissance and Northern Exposure. As a solo artist, he's fared just as well. Under the Bedrock recording name, he released "For What You Dream Of" from the Trainspotting soundtrack and "Heaven Scent," both of which were hit singles in the U.K., while his mix albums under the Global Underground label were both commercial and critical successes...