Heidi Norton
In the perfume industry, a flanker is a newly created fragrance that shares some attributes of an already existing perfume. These attributes may include the name, packaging, or notes of the original fragrance. Flankers are often criticised for their lack of creativity and originality, but they are an easy way for brands to capitalise on an existing fragrance while offering something new to the market.
| Characteristics | Values |
|---|---|
| Definition | A flanker fragrance is a newly created perfume that shares some attributes of an already existing perfume. |
| Other names | Fragrance within a franchise, offshoot, sequel, reinterpretation, variation, edition, re-edition, collector's edition |
| Attributes shared with the original fragrance | Name, packaging, notes, olfactory signature, olfactory scheme |
| Examples | Dior's Poison (1985) and its flankers Tendre Poison (1994), Hypnotic Poison (1998), Pure Poison (2004), Midnight Poison (2007), and Poison Girl (2016); Marc Jacobs' Daisy and its flanker Daisy Dream; Mugler's Angel and its flanker Angel Muse |
| Purpose | To build on the original fragrance, shine a light on an existing franchise while offering something new, save money on launching a new scent, advertising, etc., make a registered name profitable, occupy as much space as possible on perfumery shelves, appeal to different tastes and occasions |
| Criticism | Lack of creativity and originality, too many choices and variations, confusion and devaluation of perfume |
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What You'll Learn
Flankers are a way to build on the original fragrance
Flankers are a way to build on an original fragrance while offering something new. They are like sequels to popular perfumes, bringing something novel to an existing franchise. They are a way to shine a light on an existing fragrance while adding a twist.
A flanker fragrance may share some attributes of an already existing perfume, such as its name, packaging, or notes. For example, Dior's Poison fragrance was followed by Tendre Poison, Hypnotic Poison, Pure Poison, Midnight Poison, and Poison Girl. These flanker fragrances shared the name and packaging of the original but offered something new in terms of scent.
Flankers can be seen as "re-editions" of fragrances that have already been launched on the market. They are reinterpretations of classics, borrowing the name and olfactory scheme of an existing perfume but becoming very distinct compositions. They are like the "little brothers or sisters" of an existing perfume, offering a new take on the original.
Some flankers amplify or twist certain aspects of the original fragrance, creating a new and different scent while retaining a strong family resemblance. For example, Girl of Now Forever amplifies the sweet almond core of Girl of Now with orange flower and raspberry notes, resulting in a familiar yet novel fragrance.
Flankers can also be used to make a registered name more profitable or to occupy more space on perfumery shelves. They are often criticised for their lack of creativity and originality, with so many variations that it can lead to confusion and devaluation of the perfume. However, some flankers manage to surpass the original, such as Kenzo World Power, which is considered even better than the fragrance it flanks.
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They are a re-edition of a fragrance already launched
Flanker fragrances are re-editions of a previously launched fragrance. They are reinterpretations of classics or already popular fragrances. They are referred to as the "little brothers or sisters" of an existing perfume, borrowing the name and olfactory scheme but becoming distinct compositions.
Flankers are not collector's editions, which are limited or unlimited re-launches of a previously successful fragrance. Instead, flankers are a way for perfumers to reinterpret existing perfumes, often to make a registered name profitable or to occupy more space on perfumery shelves. They are an easy way for brands to build on the success of an existing fragrance while offering something new.
Flankers can be seen as a way to save money on launching a new scent and advertising by reusing elements of a previous fragrance. They may have a clear connection to the original, building on a solid core DNA, or they may be very different, simply capitalising on a successful marketing campaign.
Some examples of flankers include Dior's Poison, which was followed by Tendre Poison, Hypnotic Poison, Pure Poison, Midnight Poison, and Poison Girl. Mugler is also known for its flankers, such as Angel Muse, a twist on the original Angel fragrance.
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They are a fragrance within a franchise
In the world of fragrances, a flanker is a scent within a franchise. It is a new addition to a popular fragrance, often called the "pillar", that brings something novel to the series. Flankers are a way for brands to build upon an existing fragrance, creating a range of perfumes that share some attributes, such as the name, packaging, or notes of the original scent.
For example, Marc Jacobs' Daisy fragrance has a flanker called Daisy Dream, which shares the name and overall concept of the original but offers a new twist. Similarly, Dior's 1985 fragrance Poison has had several flankers over the years, including Tendre Poison, Hypnotic Poison, and Pure Poison, each with its own unique take on the original.
Flankers are a strategic move by perfumers to capitalise on the success of a popular fragrance. They offer an opportunity to create variations and reinterpretations of classics, appealing to those who loved the original but desire something slightly different. Flankers may amplify certain nuances of the original scent, twist and subvert it, or even create a completely new standalone fragrance.
While flankers can be an easy way for brands to shine a light on an existing franchise, they have also been criticised for their lack of creativity and originality. Some view them as a marketing ploy, rehashing the same concept over and over to save money on launching a truly new fragrance. Despite this criticism, flankers remain a prevalent phenomenon in the perfume industry, with many brands utilising them to build upon their successful fragrances.
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They are a way to shine a light on an existing franchise
Flanker fragrances are a way to breathe new life into an existing franchise. They are a strategic move by perfume brands to capitalise on the success of a popular fragrance, often referred to as the "pillar" or "original". Flankers are like sequels or offshoots, sharing some attributes with the original scent but bringing something new to the franchise. They may have a similar name, packaging, or olfactory scheme, but with a twist to create a distinct composition.
The purpose of flanker fragrances is to shine a light on an established fragrance while offering something novel to consumers. They are an effective strategy for brands to maintain the popularity of a fragrance and keep it relevant in a competitive market. Flankers allow perfumers to experiment with new notes, intensities, and variations, such as ""sport" or "couture" versions, while still evoking the magic of the original. This approach can appeal to consumers who are seeking either a dressed-down or more nocturnal version of a scent they already know and love.
Creating a flanker fragrance is also a cost-effective strategy for perfume brands. By leveraging the success of an existing fragrance, brands can save money on launching a completely new scent and advertising it to consumers. Flankers enable brands to occupy more shelf space in perfumeries and maintain their market presence. They can also be used to make a previously released fragrance name more profitable if it didn't perform as well as expected initially.
While flanker fragrances can be an opportunity for perfumers to showcase their creativity, they are sometimes criticised for lacking originality. Some consumers may view flankers as merely a marketing ploy, especially when the connection to the original scent is tenuous or when there are numerous flankers within the same franchise. Despite this criticism, flankers remain a prevalent phenomenon in the perfume industry, with many brands employing this strategy to revitalise their fragrance franchises.
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They are a way to save money on launching a new scent
Flanker fragrances are variations on a theme of a main fragrance. They are a way to save money on launching a new scent. They are a follow-up or a sequel to a popular fragrance, capitalising on the success of the master brand. The idea is that less money needs to be spent on advertising and launching a new product, as the flanker fragrance is similar to the original, with only minor changes.
The flanker fragrance may have a similar name to the original, or it may have a variation on the name, indicating that it is a flanker. For example, Dior Homme Cologne and Dior Homme Parfum are both flankers of Dior Homme, and they are completely different scents. However, they are still considered part of the Dior Homme franchise.
Some flanker fragrances are very similar to the original, with only small changes, such as adding a sporty or fresh twist. An example of this is the Prada Luna Rossa range, which has both Sport and Eau Sport flankers. These flankers are designed to appeal to a different side of the customer's personality, such as their carefree, dressed-down side, or their nocturnal side.
Other flankers are more like standalone fragrances, with their own bottle and name. An example of this is La Petite Robe Noire Intense, which is a flanker of La Petite Robe Noire. The flanker fragrance swaps out the cherry and black tea notes of the original for blueberry compote and candy floss.
Flankers are a way for brands to extend a fragrance franchise while offering something new. They are an easy way for brands to build on an existing franchise, without having to create a completely new product with an expensive launch and advertising campaign.
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Frequently asked questions
A flanker fragrance is a newly created perfume that shares some attributes of an already existing perfume. These attributes may be the name, packaging, or notes of the existing fragrance. Flankers are often criticised for their lack of creativity and originality.
Dior's 1985 fragrance Poison was followed by Tendre Poison (1994), Hypnotic Poison (1998), Pure Poison (2004), Midnight Poison (2007), and Poison Girl (2016). Issey Miyake's 1992 fragrance "L'eau d'Issey" was followed by "L'eau d'Issey Pour Homme" (1994) and "L'Eau d'Issey Florale" in 2011.
Flankers are created by reformulating the original composition by adding a touch of novelty. This can be done by adding new ingredients or changing dosages to highlight a particular raw material.
