In perfumery, as in everything that blends art, science, and desire, beliefs abound. Some are born of experience, others of marketing, and many, perhaps too many, of simplifications that over time become "truths."
Today, we want to invite you to look beyond. To understand what really lies behind concepts like longevity, projection, and concentration. Because when we better understand perfume, we also learn to appreciate it differently.
Myth 1: "The more concentrated, the better"
This is probably the most widespread myth: that a more concentrated perfume, an Extrait de Parfum, for example, necessarily lasts longer or projects more.
The reality is much more complex.
Concentration indicates how much "aromatic concentrate" is in the formula, but that concentrate is not just pure perfume: it also includes solvents. Furthermore, increasing concentration doesn't always improve performance. In some cases, the opposite occurs: the perfume stays "stuck" to the skin longer and projects less.
A perfume is not measured by how much it contains, but by how it is constructed.
Myth 2: "If it doesn't last, it's a bad perfume"
The longevity of a fragrance is not an absolute indicator of quality.
Citrus, green, or fresh notes, those that seem so luminous and vibrant to us, are formed by naturally volatile molecules. That is, they are designed to evaporate quickly. It's not a defect: it's their nature.
If all perfumes lasted forever, they would all smell the same: dense woods, resins, musks. The beauty of perfumery lies precisely in its evolution, in that journey that begins with freshness and ends with depth.
Fugacity is also part of the art.
Myth 3: "Projection depends on the percentage of oil"
Projection, that "sillage" a perfume leaves, does not solely depend on its concentration.
For a perfume to project, it needs to "lift" into the air. And that doesn't always happen when there's more oil. In fact, lighter formulas often project better, while denser compositions tend to stay closer to the skin.
A perfume can be intense... without being expansive. And that, too, is a creative decision.
Myth 4: "If I stop smelling it, it's because it disappeared"
Here, a key phenomenon comes into play: olfactory adaptation.
Our brain is designed to prioritize new stimuli. If you've been wearing the same perfume for hours, your mind simply stops registering it. Not because it has disappeared, but because it no longer considers it relevant.
While you stop perceiving it, it's very likely that those around you still clearly smell it.
Myth 5: "Perfumers don't think about longevity or performance"
Quite the opposite.
Behind every fragrance is a meticulous evaluation process: testing on skin, on paper, in different conditions. Entire teams dedicated to analyzing how it evolves, how long it lasts, and how it is perceived.
But there's something important: the main goal isn't for it to last longer. It's for it to be true to the idea that inspires it.
Longevity is a variable. But creation is the true purpose.
Myth 6: "More intensity is always better"
In recent years, the market has pushed towards increasingly intense, longer-lasting, more "visible" perfumes.
But this pursuit comes at a cost: many compositions begin to resemble each other. Dense woods, amber, sweet and persistent notes dominate the scene, leaving less room for subtlety, freshness, or surprise.
Perfumery doesn't always need to be stronger. Sometimes, it needs to be more interesting.
An invitation to smell differently
Understanding these nuances changes how we choose a perfume.
We no longer seek just longevity or power. We begin to value composition, intention, evolution. The emotion it evokes.
A great perfume is not necessarily the one that lasts the longest.
It's the one that manages to stay with you, even when you no longer perceive it.