Neydo
Dream on
It is currently held as self-evident that a niche brand needs a “story” to succeed, that making great perfumes does not suffice. Indeed, often the story seems to release the brand from the obligation of making even decent perfumes. Perfumery may operate under the lump of labor fallacy, the idea that if you put more effort in one area, others must suffer. The brands with the most elaborate stories and fanciest websites often produce the worst stuff. They are purifying and bottling an idea that has tainted perfumery for a long time: that customers are moronic, amnesiac and anosmic, so you can sell them anything once and they won’t know the difference.
Exhibit A: Neydo. The story is perfumes from dreams. I started smelling things in dreams a decade ago. I remember waking from one in which I vividly smelled Piguet’s Futur exactly as it was (a galbanum monster) and realizing I’d never done that before. The Neydo website actually does a little survey do find out whether you smell in dreams. I hope my readers will forgive me for skipping the rest of their BS and going straight to the fragrances.
Where Love Belongs: tedious and invasive creamy white floral.
Far Very Far: indeed hardly there at all.
Chasing Light: vanilla flavor for cakes.
Blond Redhead: trivial tobacco thing.
Breathe Out: the problem is that you’ve breathed in.
Alien Fruit: Duchaufour composed this?
Wood Haze: shampoo.
Mossland: the best of the lot, a basic fougère.
Berry Craving: fruit salad for 9-year-olds.
Fiery Fig: so thirty-years-ago.
Cloud Essence: not bad, an essay in white blandness.
Pulsation: fruity vape.
Price: £86 for 50 ml. Samples from Bloom Perfumery
Your not only great as perfume guide, youre also a great philosophy/english teacher! LOL.
I love this comment so much, Luca:
Breathe Out: the problem is that you’ve breathed in.
Perfection! Applies to so many new brands and their offerings a/k/a 'sufferings' by those who have to suffer smelling them.