Lernert Engelberts and Sander Plug
Lernert Engelberts and Sander Plug are two Dutch artists famous for creating high-concept art films and installations with a driven cheeky sense of humor. Winners of many prizes, the artists decided to criticize the perfume industry in a very creative and unusual way. The project called EVERYTHING was executed in 2012, when a video showed 1,400 scents, launched in the fragrance market, being mixed together to create a new fragrance called EVERYTHING. The idea was to show how ridiculously absurd the number of fragrance launches per year is growing, and how quality has been compromised against quantity.
I could not help to make this post because here you all know that my living motto is "Less is More!" I take it the artists wanted just to prove the other way around, meaning to say: More is Less.
The first part of the video you will see the creation of the fragrance bottle for Everything, which it is an enlarged 1.5l glass vial that looks like a giant standard classic perfume sample bottle, followed by the artists adding all fragrances launched in the year of 2012.
According to them, EVERYTHING is an unique perfume that smells like an over scent-saturated floor in a department store, where the mix of all fragrances in the air hits you on the face. They also believe that EVERYTHING ended up being the most iconic smell in the world.
Photo credit: Fantastic Man magazine
These are some of the fragrances mixed in EVERYTHING:
If you wish to see all, click HERE for the link.
The fragrance was available till March 9 at Colette - Paris for a sniff...
According to the artists wearing Everything made people move away from them...
This blogger has been criticizing in many ways the decrease of quality X quantity for years now, but unfortunately, this is here to stay, and not forgeting to mention that it is also contaminating the so-called "niche" brands.
Fact is that very little has been invested into quality, a lot has been invested in marketing to sell the low quality perfumes as "the next big thing".
It has arrived to Chanel and Guerlain, the last empires of quality of the massive production houses, but it happened. The last attempt of Chanel to sell Chanel Nº5 through Brad Pitt with that ridiculous campaign (the "R" word again...) it was the one of the final strikes, but Coco Noir was the last stab straight in the heart.
Some are saying that 1932 is really good. I just happen to be skeptic. I haven't tried yet...but I am also not that curious. And Guerlain, oh Guerlain...the Multi man effect continues in a freakshish speed...flankers, flankers, flankers...1000s of Aquas Allegorias, Petit Robe Noirs...Habit Rouges, and the worst: the 1000 Shalimars...OMG! How much crap can one stand?
The question is: how to stop this or at least put one foot on the break?
ONE FINAL OBS: The artists are not criticizing each brand added individually, so if you saw your name in this list, don't get angry. The critic is being made about the fragrance industry as a whole. The attitude, not the perfumes.