Perfume Room 168. VICKEN ARSLANIAN (COMMODITY) ~ Niche is a Mindset, oh and, ORRIS IS BACK!
Mar 18, 2025
Vicken Arslanian, CEO behind Euro Perfumes, Twisted Lily and Commodity, returns with fresh takes. He discusses what 'niche' really means and how intent shapes fragrance. He explains why Commodity opened a flagship store and shares family roots in perfumery. Plus the much-anticipated return of Commodity Orris and details about an upcoming Fragrance Day event.
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Niche Is A Maker's Intent
- Niche is defined by the creator's intent, not price, distribution, or ingredient concentration.
- Vicken argues niche means a non-commercial point of view about fragrance, using examples like Escentric Molecules and Pleasures to show other metrics fail.
Testing Doesn't Predict Cult Hits
- Market testing often fails to predict cult success because panels miss what makes a fragrance distinctive.
- Vicken notes Milk tested near the bottom yet became one of Commodity's top sellers, alongside Angel and a Tom Ford that also tested poorly.
Flagship Needed To Show Full Brand Vision
- A brand can succeed in mass retail yet still need a flagship to fully express its identity and scent concept.
- Commodity launched widely at Sephora but opened a Soho flagship to present its full scent-space concept beyond limited shelf space.