As 2025 draws to a close, I toyed around with several messages I could share with our community. Rather than bring you a traditional editorial, why not end our year with something whimsical, fun, a bit sarcastic…..and all with more than a few elements of truth?

I took my inspiration from the classic Christmas poem, ‘A Visit from Saint Nicholas’ written in 1822 by Clement Clarke Moore (link to original below). In this version, I’ve placed the action in the world of perfume, telling a story that is almost feasible. Enjoy this light-hearted message and may I wish you all Happy Holidays.

---

’Twas the night before Christmas, and all through the shops

Every fragrance was selling - even the flops;

Gift sets were stacked on the tables with care,

In hopes that the sell-through soon would be there.

Clients were hunting, despite the late date,

To find the right gift without rushing in haste;

While Silvio, in his office, with me on the phone,

Was musing on trends in eaux de cologne.

Then my WhatsApp lit up with alerts from abroad

With The latest alerts of scandal and fraud;

I opened my laptop to see what was the matter,

A merger? A failure? No…just endless chatter.

Then out of the blue a message came through

“Santa Claus to launch a scent” – well, who knew?

How can we blame him after all the years that we’ve had,

With thousands of launches…his can’t be that bad?

Not a dupe, not a copy, an original blend!

Saint Nick has a vision: to spark a new trend!

"A blend of red berries with sugar and spice,

A whisper of pine and fine notes of edelweiss;

Our flacon is simple, our scent gender-free,

And our ingredients are sourced sustainably;

“We'll open a boutique in the best part of town,

With a fireplace glowing and places to sit down;

We'll treat each guest royally when they walk through the door,

Make them cosy and welcome in our warm décor;

Serve toddies, or bubbles, or fine herbal tea,

A cookie, a chocolate, may they feel carefree!”

“We’ll have YouTube and TikTok and Instagram too,

Get the word out! Build buzz! I know just what to do!

Success is a given, the future is bright;

And of course you can order from our website tonight!”

That Santa is crafty, a sharp business man.

“There's more,” he then whispered, continuing his plan:

“I’ll search high and low for a fabulous Nose,

One who keeps me inspired, keeps me sharp, on my toes!

One flanker, two flankers, then three… maybe four!

If the public demands them, we’ll keep making more!

I’ll find a great partner to help grow the brand,

Avoid grey-market pitfalls, fight clones hand-to-hand.

We’ll launch into China, Korea, Dubai,

I'm driven, ambitious…now I'll tell you why.

Come Coty, come Kering, come Puig and Arnault,

Come Lauder! Come Richemont! They’ll all want a go.

When the moment is right, the brand I will sell!

But I’ll stay on to create; I’ve got stories to tell!”

Oh Santa, be careful - it’s not as simple as that!

We’ve seen many before you go broke and fall flat.

This business is tricky; it takes years to succeed,

Not every brand rises to the heights of Creed.

Take time to create a real masterpiece,

Refrain from the frenzy of the annual release!

Be wise and move slow, play long, not for fame

Be strategic and smart: it’s more than your name!

So this Christmas look carefully under your tree

For a perfume from Santa - not some wannabe!

---

For those who are unfamiliar with the poem, here is a link to the original text, written by Clement Clarke Moore in 1822.

twas-the-night-before-christmas.pdf