The word “essential” indicates that something is absolutely necessary, indispensable, fundamental, even vital. When something is essential, it can’t be done without, it is necessary to have it. In regard to fragrance, the scent is essential and therefore so is the perfumer, but much of the rest is secondary. Consequently, the idea of putting the fragrance at the heart of a brand may seem obvious, but is it? In 2018 Geraldine Archambault did that very thing with the launch of Essential Parfums, a brand that’s challenging the (fragrance) establishment in so many ways.

This article analyses the possibilities to register a certain fragrance as a trademark before the European Trademark Office (EUIPO).

Over ten years ago two entrepreneurial businesswomen had the idea of starting the first beauty subscription box. In a nutshell, they wanted to offer subscribers a curated selection of beauty products in trial sizes for a price equivalent to what one full-sized product would cost. The initial success of this venture, Birchbox, spawned a sea of copycats, not only in beauty but across all sectors such as food, socks, fashion and shaving. Magazines and retailers jumped on the bandwagon. What may have seemed to be a wise strategy, especially during the pandemic when getting a monthly package of newness delivered to your front door was a treat, may have run its course. Has this marketing vehicle worn out its welcome or is there still opportunity to be had? Let’s look at the appeal, the mechanics and the reality.

Once upon a time, Sophie and Didier created three enchanted perfume tales. The couple, full of magic talent and passion for Italy, decided to have Art and Beauty meet in a Venetian Palace, their world of fantasy, now unveiled...