Seamus Hammond
In the world of perfumery, a flanker is a newly created fragrance that shares certain similarities with an already existing perfume. These similarities can include the name, packaging, or notes of the original fragrance. Flankers are often described as sequels to popular perfumes, extending and amplifying the olfactory signature of the original scent. They are an easy way for brands to build upon an existing franchise while offering something new to consumers. For example, Dior's Poison fragrance, launched in 1985, was followed by flankers such as Tendre Poison in 1994 and Pure Poison in 2004. While flankers may share key attributes with their predecessors, they also bring unique twists, ensuring that they stand out as fresh and distinct offerings in a crowded market.
| Characteristics | Values |
|---|---|
| Definition | A newly created perfume that shares some attributes of an already existing perfume |
| Examples | Dior's Poison (1985) was followed by flankers Tendre Poison (1994), Hypnotic Poison (1998), Pure Poison (2004), Midnight Poison (2007) and Poison Girl (2016) |
| Issey Miyake's "L'eau d'Issey" (1992) was followed by "L'eau d'Issey Pour Homme" (1994) and "L'Eau d'Issey Florale" (2011) | |
| Jimmy Choo's "Jimmy Choo" (2011) was followed by the flanker "Exotic" (2013) | |
| Paco Rabanne's "1 Million" for men (2008) was followed by "Lady Million" for women (2010) | |
| Attributes shared with original perfume | Name, packaging, or notes of the fragrance |
| Relationship to original perfume | A flanker is a fragrance within a franchise, a sequel to a popular perfume, an offshoot of a pillar fragrance |
| Purpose | To build on the success of an existing fragrance while offering something new |
| Benefits | Easier for brands to launch a flanker than a new fragrance as it saves money on advertising and launching costs |
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What You'll Learn
Flanker perfumes are like sequels
Flankers are an easy way for brands to leverage the popularity of an existing fragrance while offering something new to their customers. They can amplify or subvert key facets of the original scent, creating a familiar yet distinct fragrance experience. For instance, "Girl of Now Forever" is a flanker that amplifies the signature sweet almond core of "Girl of Now" with notes of orange flower, rose, raspberry, and cassis, resulting in a scent that feels both familiar and fresh.
The comparison to sequels is apt, as flanker perfumes often build upon the success of their predecessors, much like a sequel to a popular movie or book. They may explore new directions, play with opposing forces, or cater to different demographics, all while retaining a connection to the original. This strategy allows perfumers to save on launch and advertising costs, as they can build upon an established fragrance rather than starting from scratch.
However, not all flankers are created equal, and some may be considered more like "twists" on an existing idea rather than true sequels. These flankers might have completely different names and notes from the original fragrance, setting them apart as unique creations. Ultimately, the creation of flanker perfumes is a strategic move by perfumers to capitalize on the success of a popular fragrance while offering something new to their customers.
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They are cheaper to launch
Flanker perfumes are cheaper to launch than entirely new fragrances. They are often launched as sequels to popular perfumes, allowing brands to save money on advertising and product development. Flankers share attributes with their predecessor, such as the name, packaging, or notes of the existing fragrance. For example, Dior's Poison fragrance was followed by flankers such as Tendre Poison, Hypnotic Poison, and Pure Poison, which all shared similar packaging and notes. Similarly, Issey Miyake's "L'eau d'Issey" was followed by "L'eau d'Issey Pour Homme," a flanker with a very similar name and packaging.
Perfume flankers are like sequels to popular perfumes, and they build upon the success of the original fragrance. By launching a flanker, brands can save on the costs of developing and marketing a completely new fragrance. Flankers are often created when a perfume house has a successful scent and wants to extend its popularity. Instead of creating a new fragrance from scratch, they can modify the original to create a flanker, saving time and money.
The development of flanker perfumes is more cost-effective as the perfumer has a foundation to build upon. They can take the original fragrance and make subtle changes, such as amplifying certain notes or adding new nuances. This process is less risky and more efficient than starting from scratch. Additionally, flankers benefit from the recognition of the original fragrance, which reduces the need for extensive marketing campaigns.
Furthermore, flanker perfumes can leverage the success of their predecessors by using similar packaging or names. This strategy not only saves costs but also helps to quickly establish a connection with consumers. For example, the name "Lady Million" is a clear reference to the original Paco Rabanne fragrance "1 Million", indicating that it is a flanker designed for women. By using similar packaging and names, flankers can ride on the coattails of successful marketing campaigns, reducing the need for additional promotional efforts.
The creation of flanker perfumes is a strategic decision by perfume houses to extend the success of a popular fragrance. By making subtle changes to the original scent, they can offer something new to consumers while minimizing the costs associated with product development, marketing, and advertising. Flankers are an effective way for brands to capitalize on the success of their pillar fragrances and maintain their relevance in the market.
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They share attributes with an existing perfume
A flanker perfume is a newly created fragrance that shares certain attributes with an existing perfume. These attributes may include the name, packaging, or notes of the original scent. Flankers are often described as sequels to popular perfumes, extending the olfactory signature of the original fragrance while offering something new.
For example, Dior's 1985 fragrance Poison has spawned several flankers over the years, including Tendre Poison (1994), Hypnotic Poison (1998), Pure Poison (2004), Midnight Poison (2007), and Poison Girl (2016). Each of these flankers shares the Poison name and core elements of the original scent while also offering unique twists.
Another example is Issey Miyake's fragrance journey that started with "L'eau d'Issey" in 1992. This was followed by "L'eau d'Issey Pour Homme" in 1994, which was likely targeted at a male audience, and "L'Eau d'Issey Florale" in 2011, which perhaps added a floral twist to the original scent.
The release of the Jimmy Choo flanker, "Exotic," in 2013, is another interesting case. While I couldn't find specific information on the shared attributes, it's likely that it shared some similarities with the original "Jimmy Choo" fragrance from 2011, whether in name, packaging, or scent.
Sometimes, flankers can be so successful that they rival or even surpass the popularity of the original fragrance. Kenzo World Power is a great example of this. While Kenzo World is a pleasant floral scent, Kenzo World Power stands out by playing with opposing forces, combining vanilla and sea salt crystals to create an impression that the original didn't quite achieve.
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They can be better than the original
Flanker perfumes are newly created fragrances that share some attributes with an already existing perfume. They may have the same name, packaging, or notes as the original fragrance. Flankers are often launched as a sequel to a popular perfume, leveraging its success while offering something new to the series. While some flankers may be considered unoriginal or a marketing gimmick, others can be better than the original.
Some flanker perfumes may surpass their predecessors by offering a unique twist or evolution of the original scent. For example, Kenzo World Power stands out by combining opposing forces, such as the sweet creaminess of vanilla with the savoury, mineral scent of sea salt crystals. This unexpected composition has been described as more impressive than the affable simplicity of its predecessor, Kenzo World. Similarly, Mugler's Angel Muse takes a daring approach to the Angel fragrance by replacing the sharp, angular edges of chocolate-patchouli-vanilla with a nutty blend of hazelnut, patchouli, and vanilla, resulting in a super smooth and creamy Nutella scent with a shock of salty-green vetiver.
Flankers can also enhance the original fragrance by amplifying certain nuances or adding new dimensions. For instance, Dolce & Gabbana Light Blue Intense is a brighter and more punchy version of the bestselling men's cologne, with amplified aquatic and juniper notes and a sophisticated frozen grapefruit top note. The flanker also offers improved longevity, lasting all day and into the evening.
In some cases, flankers may be designed for specific times of day or seasons. For example, Candy Pop is a flanker of Prada Candy that is lighter, fresher, and fruitier, making it ideal for daytime and warmer weather. La Vie Est Belle Intensément, a flanker of La Vie Est Belle, is richer, warmer, and sweeter, perfect for colder weather. These flankers provide versatility and allow the wearer to enjoy their favourite fragrances in different ways.
Additionally, flankers can be used to explore new directions or themes while retaining the DNA of the original. For instance, Christian Dior's Hypnotic Poison is a flanker of Poison that opens with a tempting fruity scent of apricot, coconut, jasmine, rose, and soft vanilla. However, it dries down to reveal a gourmand and less spicy profile with notes of bitter almond, vanilla, caraway, and jacaranda wood. This flanker offers a modern interpretation of the original fragrance while maintaining its sensuality.
While flanker perfumes may have had a negative reputation in the past, with concerns about unoriginality and excessive marketing, the concept has evolved, and today's flankers often bring something new and interesting to the table. They can offer unique twists, enhanced longevity, versatility, and modern interpretations of classic scents, sometimes even outshining their predecessors.
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They can amplify or subvert the original
Flanker perfumes are newly created fragrances that share some attributes of an already existing perfume. They are like sequels to popular perfumes, bringing something new to an existing franchise. They can amplify or subvert the original scent, creating a fragrance that smells familiar yet feels new and different.
For example, Girl of Now Forever is a flanker that stays true to the spirit of Girl of Now by playing with its signature sweet almond core. The crunchy almond notes of the original are amplified by the addition of succulent orange flower and warm rose notes, with a hint of raspberry and cassis to create a fruitier scent. The result is a fragrance that has a strong resemblance to the original but also offers something unique.
Kenzo World Power is another example of a flanker that amplifies and subverts the original. While Kenzo World is an abstract floral scent, World Power stands out by playing with opposing forces. It combines the sweetness of vanilla with the savoury, mineral scent of sea salt crystals, creating an unexpected composition that leaves a lasting impression.
Flankers provide an opportunity for brands to build upon the success of an existing fragrance while offering something new to their customers. They can extend the olfactory signature of the original scent in a natural direction, enhancing certain facets or twisting them in unexpected ways. This allows perfumers to explore different variations of a popular fragrance, providing options that cater to diverse tastes and preferences.
Overall, flanker perfumes offer a unique twist on familiar scents, allowing consumers to experience their favourite fragrances in new and exciting ways while still retaining the essence of the original.
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Frequently asked questions
A flanker perfume is a newly created fragrance that shares some attributes with an already existing perfume. These attributes may include the name, packaging, or notes of the existing fragrance.
Flanker perfumes are an easy way for brands to build upon an existing fragrance while offering something new. They are also more cost-effective than launching a completely new scent, as they can reuse some elements of the original fragrance's marketing campaign.
An example of a perfume and its flanker is Dior's 1985 fragrance "Poison" and its 1994 flanker "Tendre Poison".
