Christopher Gordon and the
As the director of the Perfumer’s Studio, Los Angeles,
Christopher Gordon will influence the direction of North
American independent perfumery. In this month’s Juice,
we hear him muse about his extraordinary story and
creation of his own brand, Maison Anonyme.
We’ve reached a point where the traditional secrecy of the perfume industry is being challenged from multiple directions. NGOs demand fragrance ingredient transparency. Marketing-led businesses promote all-natural as a
panacea. Mistrust in corporations is a constant presence. Fragrance
regulations are debated among laypeople and professionals alike – whether
they understand them or not. Yet traditional advertising and marketing of
fragrances continues – alongside the new wave of indie marketing whose
approach is to emphasize the artisanal nature of their products, the quality
of the ingredients or to make the perfumer a celebrity figurehead. Very
n BY PIA LONG,
Director, Olfiction Ltd., Pia@Olfiction.com,
Photo courtesy of Chris Gordon.