Showing posts with label Socrates. Show all posts
Showing posts with label Socrates. Show all posts

Thursday, May 16, 2013

Entry #18: A Philosophical Lexicon for Perfumistas






Non-contradiction, the Law of Non-contradiction

I have an uncanny knack for eliciting people's capacity to contradict themselves. This tendency goes way back. In sixth grade, I corrected my English teacher's grammar, and she slapped my face in response. That put a real damper on my motivation to do any school work or to participate in any way in any intellectual activity. By the time I reached high school, I was doing no homework whatsoever, having diverted my energies to "other priorities," as former U.S. Vice President Dick Cheney would say. It took me quite a few years to muster up the wherewithal to begin applying my intellect to the world once again. What I have found since then, repeatedly, is that lots of people contradict themselves, and the more power they have, the worse their behavior tends to be upon being confronted with their contradictions. My sixth grade English teacher does not hold a candle to some of what I have seen.

Socrates did a lot of this sort of thing, and look where it got him: a goblet of hemlock! To be honest, I believe that Socrates committed suicide, since there is no historical evidence that anyone forced his mouth open and poured the liquid down his throat. We know that he could have simply departed, moved to a different place, but I think that by that stage of his life, he probably realized that his legacy would be best served by a small act of martyrdom: all in the name of the law of noncontradiction.



It cannot be the case both that p and that not-p 
at the same time and in the same way.


or for those who prefer symbols:



~(p &~p)


The law of non-contradiction is the skeptic's best—and only!—theoretical friend. The skeptic can question everything under the sun, but the law of non-contradiction is the basis for all criticism, so it cannot be abandoned without lapsing into complete and utter dysfunctional insanity. No, I have not tried. The law of non-contradiction is an article of faith which I am proud to hold high, as the sole irrefutable proposition in all of space and time.

What are the perfume applications of the law of noncontradiction? Every single act of criticism depends upon this law, and while we may not know whether p or not-p is true, we can be sure that both of them cannot be at the same time.

Has Mitsouko been reformulated or has it not? p or not-p? Since this is an exclusive and exhaustive disjunction, one or the other must be the case. Guerlain and most other companies have not denied that they reformulated their perfumes, but when they claim at one point in time that they reformulated as a result of the need to comply with the restrictions placed on the perfume industry by the IFRA, and then, later on down the line, that they will soon be restoring the former classic to its original state, something has to give. 

I've encountered other self-contradictions in the perfume world as well. The Holey[sic] Book is marketed as a work of criticism, so presumably its authors value criticism, no? The answer, I'm afraid, is "no." Their goons travel to the ends of the internet to quash criticism of criticism wherever it may appear, what on its face is a flagrant contradiction. 

Not so fast, sherapop. Perhaps the authors are not really critics after all. Perhaps they are only masquerading as critics, which resolves the apparent contradiction in one fell swoop! They do not value criticism in the first place, so it is not a contradiction for them to revile criticism of criticism, since they probably think that it is twice as bad!

A third example: a fragrance community website claims to uphold freedom of expression, but then arbitrarily censors at the caprice of some of its members. This would seem to be a genuine contradiction. In order fully and truly to uphold freedom of expression, you have to accept what you take to be the good, the bad, and, yes, the ugly. To claim that one upholds freedom of expression, provided that the expression reflects one's own values and beliefs, does not demonstrate a commitment to freedom of expression. The real test of one's commitment to freedom of expression is how one reacts to expressions of ideas and values with which one disagrees...




Friday, March 29, 2013

Entry #3: A Philosophical Lexicon for Perfumistas


Skepticism and Skeptics

The word skeptic is used quite a lot in a loose way to refer to someone who harbors doubts about a particular question or subject matter. In philosophy, skeptic and skepticism refer more specifically to a type of epistemological doubt. Skeptics are people who start out as epistemologists, attempting to determine the conditions and extent of our knowledge, but they end by concluding that the answers to the following questions are rather dim: 

What do we know? Diddly.

How do we know? We don't.

Can we know? No.

Do we know anything at all? No.


What is truly fascinating about skepticism is that it knows (pardon the pun) no bounds. It is possible even to be a skeptic about skepticism! So a consistent skeptic ultimately ends up in a quandary: how does he know that he does not know?


Socrates appears to have been a skeptic, who did not espouse any positive views of his own about the world, but famously exhorted people to Know thyself. When it came to matters transcending the self, Socrates was all questions and no answers, and this really annoyed his contemporaries, who in the end sentenced him to death for his irritating habit of walking around the streets of Athens and badgering people with questions until they revealed the truth: that they had no idea what they were talking about.

Socrates revealed this truth to his interlocutors by catching them in contradictions. It cannot be the case both that p and that not-p (where p is any proposition), but when Socrates persisted in his questioning, he invariably found that the people with whom he conversed contradicted themselves, thus demonstrating that, despite their sophisticated airs and alleged expertise and experience, reality and appearance diverged.




Are there skeptics in the world of perfume? Of course. One of the most common examples is the Creed skeptic, who denies that the house of Creed really is all that it purports to be. To the Creed skeptic, a Creed skeptic skeptic (such as Bryan Ross at From Pyrgos) retorts: how do you know that Creed is a sham? 



 
Is a skeptic about Creed skeptics a true believer? Or does he simply deny that the grounds for Creed skepticism are sound? I encourage you to read some of the many excellent pieces on these matters over at From Pyrgos.

We'll pick up tomorrow where we left off, with the skeptic's mortal enemy: the metaphysician!



Sunday, September 9, 2012

Perfume and the Pre-Socratics 4: Pluralism and Primordial Scents 2012



The Pluralist Response to Parmenides

The time has arrived at last to return to our History of Philosophy Refracted through Perfume. For those new to this series, we have so far covered the thought of pre-Socratic thinkers Thales, Heraclitus, Anaximander and Anaximenes, and we last left off with Parmenides. According to Parmenides, only Being is real, and it is unitary, eternal, and immobile. All of the different things which we take ourselves to perceive in what Parmenides terms the realm of “becoming” are but illusions, including all of the empty perfume bottles which we believe ourselves to have drained.

I imagine that the philosophers who immediately succeeded Parmenides were a bit daunted. How to respond to a theory—All is one—according to which nothing can truly be said? Instead of simply capitulating or wasting precious time sulking in silence, the next group of pre-Socratic philosophers leapt out of the Parmenidean monism box and boldly proclaimed the truth of pluralism. Essentially these critics' position appears to have been that their convictions in the soundness of the Parmenidean arguments against change and motion were less strong than their convictions that things really do change, motion is in fact possible, and perfume bottles can indeed be drained.




Why did the pluralists believe in the reality of motion and change? For the usual reasons: they observed them with their own eyes. Change seemed undeniable to the pluralists, so Parmenides' picture was incomplete, and there must have been something wrong with his arguments, even if they could not pinpoint exactly what it was.

This handy little skeptical parry can always be whipped out when faced with a seemingly insurmountable argument to an unwanted conclusion. At the end of the day, the plausibility of first premises is a matter of subjective intuition. From first premises everything else follows—or not.

“All is one” is certainly true under some possible interpretation—everything is connected in one way or another to everything else, even Versace Blonde and Balmain Balmain—but it does indeed seem as though divisions made and distinctions drawn have much more relevance to the way people actually lead their lives than does an intangible realm of Being. Perhaps we are meandering about in a fog of delusion in the realm of becoming, but that is, in fact, where we are, where we have found ourselves, deeply mired in ignorance. For the time being, then, why not attempt to understand the realm of becoming, the fine distinctions between fine perfumes, and embrace the concepts of change and motion rejected by Parmenides? Even if he is right about the True Nature of Ultimate Reality, what relevance does that have to any person's life?

Moreover, would not a strict adherence in practice to Parmenides' theory lead naturally to one's ruin? If there is no difference between scentedness and unscentedness, or an empty bottle and a full one, then why bother to wear perfume? Why bother even to drink water? Why bother even to budge? While sitting inert, basking in the beatific light of Being, one would simply starve to death. Clearly, following Parmenidean logic consistently would be a short-term endeavor. Perhaps Parmenides is right about pristine Being, but our bodies are firmly ensconced in the gunky goo of becoming, as regrettable as that may be—or not.

These sorts of arguments may sound familiar to readers who have wrestled with the conundrum of the God hypothesis. Many self-proclaimed free-thinking nonbelievers simply deny the relevance of God to their life from day to day. “Nonbelievers” is of course a category which comprises both atheists, who religiously deny the existence of God, and mild-mannered agnostics such as sherapop, who simply withhold judgment on the question, unsure as they are as to what would constitute evidence either way. The music of J.S. Bach? The Holocaust?

I recall that when I was in college a woman living in my dormitory did not study for her final examinations because, she maintained in what appeared to be complete sincerity, if God wanted her to pass, then she would. This is precisely the stance rejected by those who scoff at petty requests directed toward the Almighty for assistance during times of need. Will God really help you with your mortgage?

Even if you find out that you are dying of cancer, is praying actually supposed to help? Well, then why did God let you get cancer in the first place? The answers to such questions offered by believers invariably cast an unflattering light upon the Almighty, and sometimes attain the level of high conspiracy. In fact, the God hypothesis itself may be the most conspiratorial of all possible conspiracy theories! God may have His inscrutable reasons, but of what relevance are they to me?

These sorts of arguments of course go on and on and on, and some smart people end up as atheists in a sort of pendulum effect. Bill Maher's film Religulous (2008) offers a clear illustration of this position, but I must say that I felt that he painted religious people in a crude and derogatory way. In my experience, not all religious people are imbeciles or (vel) ignoramuses. On the contrary, plenty of very smart people have believed in God, including some of the most esteemed Dead White Men in the history of philosophy: Kierkegaard, Leibniz, Kant, Descartes, Pascal, why even Socrates appears to have spoken of “the gods” now and then—though it's never clear with him whether he is speaking ironically or not... My suspicion is that the “voice” to which Socrates alluded was probably his conscience, not the man with the beard. George W. Bush, on the other hand, invoked “voices” to explain some of his more dubious policy decisions, including the 2003 invasion of Iraq in violation of international law—but that's another story.




Empedocles: Love and Strife and the Four Root Elements



The pre-Socratic philosopher Empedocles accepted the Parmenidean arguments about motion and change, but he rejected monism. Empedocles concurred with the monist to end all monists that reality was indeed a plenum, but he maintained that motion and change are possible because things trade places with one another. Rather than there being only one ultimate substrate, Empedocles posited six: four roots—earth, air, fire, and water—and two motions: Love and Strife. Love brings things together; Strife divides them apart.



According to Empedocles, in the beginning of what he called the “world cycle,” the four roots, earth, air, fire, and water, were interwoven together under the action of Love. This harmonic mesh was rent asunder through the motion of Strife, which seems to be related to the proverbial Fall from grace described in a number of religious traditions. Applying this idea to the contemporary world, we see these divisions exacerbated in contemporary wars, which seem to go on and on... Rather than focus on what connects us to one another, we tend to focus upon what divides us, to such an extent that a reunion may often seem beyond our means.


Left to my own devices, I'm not sure how I would have been able to apply Empedocles' theory directly to the case of perfume. However, I have been happily rescued on this front by Monica Miller, Perfume Pharmer, and Primordial Scents 2012, a contemporary perfume project currently underway, which commences precisely from the picture of reality painted by pre-Socratic philosopher Empedocles!

In this project, a group of distinguished independent and all-natural perfumers have come together to create new perfumes based on or inspired by one or more of the basic roots of reality posited by Empedocles: air, earth, fire, and water.



Primordial Scents 2012 affirms the interconnectedness not only of all of the elements serving as the foundation of perfumic creations but also of perfume writers and perfumers. Described as “a salon of scented artists and perfumers,” Primordial Scents 2012 is essentially a celebration of first things, of which we may lose sight in the busy, chaotic jumble of the world of becoming in which we interact day to day.

The inspired creations of the perfumers participating in Primordial Scents 2012 include entire sets of perfumes which focus on one of the basic roots: air, fire, earth, and water. A fifth root, metal, has also been explored, and some of the perfumers have commenced from the concept of ether or space. For those who wish to experience these new creations, sample sets are available at the etsy website. Now that the weather has finally cooled off, I'll be posting reviews of the air and the fire series scents at Il Mondo di Odore.

Here at the salon de parfum, we'll continue to progress through the History of Philosophy Refracted through Perfume and see what the other pre-Socratic pluralists would have had to say about the object of our fascination—or perhaps did, but the content of which has been suppressed by olfactorily benighted scholars in a misguided effort to deny the philosophical importance of perfume and how it can help us better to apprehend the true nature of Reality.

In the meantime, I encourage you to explore some of the sources of perfumic enlightenment which await you at these fine ateliers:




Happy Sniffing!

Thursday, July 19, 2012

The Profound Philosophical Significance of Perfume: A Reconsideration of the Historical Record



Perfume and the Pre-Socratics, Part I

Perfume has been sorely neglected, entirely omitted from the history of Western philosophy. One reason for such a glaring omission no doubt derives from the simple fact that the history of Western philosophy was written by men. White men, to be more exact.




Perfume has often been regarded as a woman's weapon for attracting men—what remains true in some circles today—and until rather recently in human history, a woman's intellectual energies appear to have been largely directed toward finding a husband to support her. Once married, many women throughout thousands of years of human society all over the world and up to the present day devoted nearly all of their time and energy to raising children. Who has time for philosophy when toddlers are scurrying about the floor attempting to turn every available object into an implement of self-mutilation, poisoning, or even death?

Times have changed, but not all that much, I'm afraid. Most philosophers still today are men, and although it has become socially acceptable for men to wear perfume and for both men and women to discuss perfume, such exchanges have yet to make it into the hallowed halls of philosophy, where the ideas of men and men alone continue to dominate. Philosophical women dissatisfied with those topics tend to end up ghettoized, talking amongst themselves about what has come to be termed “Feminist philosophy.”

Plato


Someone once said (I believe it was Alfred North Whitehead—a man, of course) that all of Western philosophy is but footnotes to Plato. Well, Plato was a man, so it's not that surprising that the same old ideas and concepts keep getting hashed and rehashed with a few epicyclic curlicues added on here and there. It is very difficult for anyone to say anything very new and be taken very seriously in philosophy. Why is that? Because the people who judge what are good ideas in philosophy were selected by people who were selected by other people who wrote footnotes to Plato. QED.

In some ways, this is just the nature of institutions, of which academia is obviously one. They are intrinsically conservative, because the individuals currently occupying the administrative posts of an institution, including the institution of professional philosophy, are interested first and foremost in institutional preservation. They defend, in other words, the status quo.



Revisionist History: Writing Perfume into the Narrative

I think that it's time that we struck out on our own, my fellow fragrant travelers, having now seen the reasons for the total neglect of perfume throughout the lengthy history of philosophy. Better yet, let us consider how the history of philosophy might be rewritten more insightfully, had only the earliest recorded philosophers grasped the supreme importance of perfume.

Let us back up to a bit before Plato, or even Socrates, and begin with the pre-Socratic philosophers. I have made a few passing allusions here at the salon to a couple of these thinkers before, Heraclitus and Parmenides, but there were others as well. Since my earlier remarks met with silence from readers, it might be a good idea to provide a bit more background on the pre-Socratics more generally.

These philosophers lived in ancient Greece and, logically enough, preceded Socrates, who arrived on the scene more than two thousand years ago in about 500BC. It is a bit misleading to talk as though the philosophers before Socrates formed a well-defined school or group, The Pre-Socratic Philosophers, because the individual thinkers lumped together under this label appear to have had very different theories of reality. The monists were united in their belief that reality comprised one ultimate substance, but they did not agree about what that substance was. Other pre-Socratic philosophers, the pluralists, rejected monism, maintaining that there were multiple primary substances in reality.



Of course, similar conflations occur in perfumery as well. Consider the different types of chypre: a classic fruity chypre (YSL Yvresse, Nina Ricci Deci Dela) is very different from a classic floral chypre (Jean Patou Sublime, Sisley Eau du Soir).

Adding leather imparts to such perfumes a very distinctive demeanor (Robert Piguet Bandit), yet they are all united by their chypre quality no matter how different any two of them might be from one another. 





Modern sweet patchouli floral chypres (Chanel Coco Mademoiselle, Van Cleef & Arpels Oriens) bear very little resemblance to the oakmoss and galbanum-rich chypres of the classical era in perfumery, pre-Y2K. I would say that the single feature uniting all of these very different perfumes is a texture which makes all chypres closer to one another than they are, say, to citrus aromatic fragrances.

What was it that united the pre-Socratic philosophers, aside from the fact that they preceded Socrates? They shared a desire to explain the phenomena of empirical reality by appeal to simplifying metaphysical theories. In some ways, it would be accurate to say that they were reductionists, who looked for the fundamental principles or substances or substrates, as they are sometimes called, of reality.



What is everything else made up of? 
What is really real, behind all appearances?

Socrates


These were pressing questions to the philosophers grouped together under the label Pre-Socratics. Socrates' skeptical stance may have been, in part, a reaction to what he regarded as the metaphysical excesses or the epistemological pretenses of those who would claim to have at last grasped the True Nature of Reality.
 

Metaphysical theories are, by definition, not susceptible of empirical confirmation or refutation, so philosophers who posit such ultimate substrata are necessarily speculating as to the true nature of reality. Whose theory is right? seems to have been Socrates' response to the flurry of substantive philosophical assertions made by the philosophers who preceded him. But it's not just metaphysicians who feel threatened by critics such as Socrates, as his own history clearly reveals.

In any case, the theories of the pre-Socratics are worth considering, especially in the light cast by the sun as refracted through perfume.



Perfume as the True Source of the Wisdom of Heraclitus






We've been experiencing a lot of very hot weather in Boston over the past couple of weeks. It is perhaps natural, then, that lately I've found the thought of Heraclitus rather persuasive. For this pre-Socratic philosopher, the ultimate substance or principle of reality was fire. Heraclitus left behind very cryptic, aphoristic texts such as

“One never steps into the same river twice.”

The idea for which Heraclitus is most famous is that of change as the basis of everything:


Everything is in flux, everything is change.

Let us consider these two statements in turn. I wonder, first, whether Heraclitus in making the statement about the essentially changing nature of a river, into which one can never step twice, was not also making a statement about perfume perception. I have laid out this idea in more detail in Everything You've Heard and Read About Perfume is true, and I explicitly brought Heraclitus into the sequel to that lively discussion, which however ended as a monologue, since no one ever replied. Silence usually signifies complete agreement, so I cannot really claim to have been surprised.

Heraclitus




My hunch is that Heraclitus, too, if asked a direct question about the nature of perfume perception would subscribe to more or less the same theory, which, after all, is a version of his own! The idea, essentially, is that each time we wear a perfume, our experience of it will be different. This implies, does it not, that we never wear the same perfume twice?

To those who will object that the evidence points only to the changeable nature of the perfume wearer, I rejoinder: can a person be mistaken about what she herself perceives? I am not talking about the object of the perception. I am talking about the perception itself. It seems to me that, just as a person cannot be wrong about being in a state of pain—whether or not there is a documentable physical basis for that pain—if a person claims to smell roses, cat pee, rubber, jasmine, leather, oakmoss, patchouli, vanilla or whatever, then she does.

If she thinks that is what she smells, then that is the nature of her perception. In other words, she cannot be wrong about what she thinks that she smells. This is a very different claim from saying that if a person smells dung, then dung is there. But if dung is what the person perceives, then that is what she smells, in the sense that that is the content of her perception.

But wait, there's more. This would seem to imply that the object of perception is capable of presenting itself to different noses and even the same nose in very different ways. Yes, those ways depend to some extent upon the wearer and the circumstances, but a person cannot be wrong, it seems to me, about what he or she smells.

Different notes are salient at different times and to different degrees, which implies that perfume itself is inherently mercurial, presenting itself, as it does, to different wearers under various guises. This is the primary reason why it does not make a lot of sense to me for people to base their purchases of perfume upon someone else's perceptions of them, perceptions with which they may or may not agree. The “same” perfume has many different appearances, if you will, and not only do different people attend to different facets, even the same person attends to different facets at different times, affected by not only temperature and humidity, but also the wearer's state of mind.

Now, turning to Heraclitus' second idea, that Everything is in flux, it seems equally clear to me that the wise philosopher was actually reflecting upon the undeniable fact that perfumes metamorphose over time. They change. Not only do perfume wearers change, but perfumes do, too. They do not remain the same, as much as we may wish for them to. Even when perfumes are not reformulated, they are bound to change as the ingredients used to create them depend upon the source from which they derive, and as they age, they metamorphose over time, all of which raises in a dramatic way the Question of Vintage.

Are these sorts of insights about perfume ever attributed to or said to have derived from Heraclitus? Of course not. He was a man, who could not have thought that perfume had any philosophical significance, or so have presumed perfume-ignorant scholars over the more than two millennia since Heraclitus wrote. It is time, at last, that we set the historical record straight about what Heraclitus really meant and wrote. Could stepping into a river have inspired such profound thoughts alone? I frankly doubt it. Only the joys of perfume could have created the conditions for such an epiphany.





A neo-Thalesian Theory of Reality




Thank goodness rain finally came to our rescue, and with it a swift drop in temperature of more than twenty degrees Fahrenheit! As I watched the sheets of water pour down all around me, and the heat began to dissipate, I felt as though a heavy weight had been lifted from my shoulders. A clamp holding my brain in a fixed configuration was suddenly loosened, allowing the cells of my cortex to breathe freely and my thoughts to expand. Suddenly my ways of thinking about reality began to change. Questions began to arise and circulate through my mind once again. I wondered whether Heraclitus was really right after all that fire could be the basis of everything else. Is not water, at the very least, the source of life?

It turns out that there was a pre-Socratic philosopher, Thales, who believed precisely that, and indeed that rather than fire, water was the basis of everything else. I am quite big on hydration, so it makes a lot of sense that I should always have found a lot to like in the theory ascribed by historians to Thales. According to the skimpy extant fragments of texts said to be penned by this philosopher:


All is water

or, in French:

Tout est l'eau


What does this mean? you may with good reason ask. Thales of Miletus was struck by the importance of water and hypothesized that water is the source and first principle of everything else. Or did he?

I would no doubt have been kicked out of graduate school for making such a bold, brash, insolent, and self-indulgent conjecture, but here, protected within the free-thinker haven which is the salon de parfum, I am able to express my true beliefs and propose what may seem initially to be provocative or even outlandish theories.

Thales

I wonder, for example, whether a couple of words may have been missing from the key fragment allegedly establishing the philosophical position of Thales. What if the fragment, if found with the words immediately following it, actually said this:


Tout est l'eau [de parfum]

or, in English:

All is eau [de parfum]


Now, since eau de parfum is a dilute solution of perfume, this would seem to imply that Thales was in fact asserting a rather different theory of reality:


All is perfume


To those who wonder why Thales would have insisted upon “eau de parfum” rather than making the more straightforward claim, “All is perfume,” I reply: where did Thales live? It was indeed a warm climate, and this makes it doubtful that pure perfumes or extraits would have been the preferred concentration in such weather conditions. I know that I've been wearing a lot of light colognes throughout this scorching summer. I do of course recognize that Thales' first stab at a comprehensive theory of reality may well have been

All is eau de toilette


But let us not decant drops. It seems clear to me that Thales' theory of reality has suffered at the hands of persons all too eager to find in his words a theory appealing to themselves, reflecting as it does what they themselves wish to believe. Yes, it easy to see how in reconstructing Thales' thought, historians of philosophy have been tripped up over and over again by their inability to think out of the male cranium. If men were not wearing perfume for most of human history, then why would they ever even have considered the eminently worthy theory above? I rest my case.




Tuesday, April 17, 2012

Wine Fraud and Perfume Reformulation: A Distinction without a Difference?




Just when I think that I've finally laid my Reflections on Reformulation to rest once and for all, along comes Rudy Kurniawan to rehydrate all of the same puzzles and concerns once again.



Mr. Kurniawan first caught my eye in a recent New York Times article, in which he was exposed to public shame for I believe the very first time. The guy is a con artist and a shyster who fooled lots of people who thought that they knew a lot about wine. Some among his associates did not even believe the story when the fraud first came to light. Kurniawan had been using his home as a “laboratory” for the production of facsimiles of exorbitantly priced wines:

The photos showed reams of printed labels for some of the most expensive wines in the world, like Château Pétrus, Domaine de la Romanée-Conti and Château Lafleur, as well as corks, foils, rubber stamps with vintage dates and bottles that prosecutors said were being prepared as counterfeits.


Upon seeing the photographs, Kurniawan's friend and associate Paul Wasserman, who was in denial about the charges, finally lamented:

Once you see those pictures, you’re kind of like, O.K., game over...Today, I feel really stupid. Back then, there were always enough alternative narratives that were really plausible.



Yes, the radical underdetermination of theory by data strikes once again. This poignant little tale calls to mind the revelation to Holly Martins of his friend Harry Lime's crimes in Carol Reed's classic 1949 film, The Third Man. In that case, too, not until photographic evidence was produced that Lime had been conducting a racket involving penicillin in post-war Austria was his friend able to accept the regrettable truth.


Penicillin is not perfume, so why in the world did the case of Rudy Kurniawan make me think about perfume reformulation all over again? Because it is difficult, on its face, to understand how the brash, brazen reformulation of a once-classic perfume to a mere shadow, a muzak version, or a caricature of its former self does not, too, constitute an instance of fraud. Certainly the consumer seems to be made into a laughing stock in both cases.



Having recently re-read some of my reviews of reformulated versions of a few once-classic perfumes, Coty Muguet des Bois and Eméraude, Nina Ricca L'Air du Temps, and Worth Je Reviens, I realized that the disappointment I felt that these imposters were being sold under the same names as the perfumes which they had once been, may mask a deeper sentiment: righteous anger that I and so many other consumers have been robbed through a sinister form of false advertising.






We are told that these are great perfumes because they once were. People continue to buy these perfumes because they believe what they are told. Here is an example of how the ruse works. According to one online emporium, L'Air du Temps, now a reformulated disaster, is nonetheless and still:

an icon fragrance that upholds eternal values: peace, love, freedom. A timeless and refined fragrance with a strong personality.

Perfumistas have of course determined that the latest reformulations of all of these perfumes are something of a bad joke. So my question stands: Does this not constitute a case of fraud every bit as scandalous as Rudy Kurniawan's shameless heist in bottling cheap wine and fobbing it off for masterpieces at mindboggling prices?

One reason why perfume comes naturally to mind in thinking about wine is that both are products consumed by many people, and both come in a wide range of genres and at many different price levels. Most people who drink wine have never and will never spend $1,000 or even $100 on a single bottle of wine. Of course, in a world where many people have difficulty even locating potable water, it can hardly be said to be a violation of anyone's rights that the upper echelons of wine should be out of most people's financial reach.

Perhaps there is a sort of poetic justice in the fleecing of people who are able to spend so much money on wine in the first place. Perhaps that is precisely what Rudy Kurniawan thought as he amassed millions of dollars hob-nobbing with the rich and powerful while he secretly exposed—to no one but himself—that they, too, were really poseurs, at least when it came to wine.

Wine is a fascinating case to my mind because the range of prices is so much more vast than the range of prices for perfumes. This is why whenever I hear someone complaining about the price of perfume, I am able immediately to infer that he or she is not a wine connoisseur. It's almost laughable how inexpensive even the most costly perfume is next to the upper echelons of the sort of wine in which connoisseurs indulge. Do you really think that a $200 bottle of perfume which you may be able to wear one hundred times is expensive, when you can easily spend that much money on a single bottle of upper-mid-range wine to be consumed over the course of one meal? QED.

I have often puzzled over the disparity in pricing of all other luxury goods, as compared to perfume, and my best guess is that we are aided enormously by market-generated price control when it comes to perfume, because most people do appear to use it as a toiletry. When ordinary people purchase a perfume, it seems in their mind to be closer to a deodorant or a tube of toothpaste or a moisturizer than it does to a Rolex watch or a yacht.

We perfumistas may then benefit from the mass-market creation of a widely accepted notion of what constitutes a “normal” price for a perfume. Comparing a bottle which costs $20 to $200, then, it may seem “outrageous” that if the liquids are phenomenologically similar in quality, that one of them should cost ten times more than the other.

This is, of course, the basis of the complaints which people make about relatively expensive lines such as Amouage, Bond no 9, Creed, Boadicea the Victorious, and the über-expensive lines such as Clive Christian, and Xerjoff. I understand these complaints. If you can buy essentially the same perfume for $20 that you are being asked to pay $300 for, then it just seems plain stupid to do so. Just because you have some money does not mean that you want to throw it away.

At the same time, I don't think that there is anything wrong with companies charging whatever they wish for their perfumes. If a consumer does not think that a perfume is worth the price, then he will not buy it. End of story. There is no question of morality in these scenarios, it seems to me.

Reformulation, in contrast, raises some of the same vexing moral questions brought to the fore so colorfully by the case of Rudy Kurniawan. To see this, we need to reflect upon what exactly is supposed to be wrong with what this young man, age 36 at the time of his apprehension, did.



What's Wrong with Wine Fraud?

Some Known Knowns 


Duplicity

Wine: Rudy Kurniawan lied about the wines he sold at auctions to wealthy wine collectors. They were not what he claimed them to be.

Perfume: Do not houses in effect lie when they claim that a perfume is what the name suggests it to be, when in fact the bottles are filled with something entirely different?


Intention

Wine: Rudy Kurniawan intended to make a lot of money (and he did!) by bottling less-expensive wines and selling them at the prices which the rare wines which he claimed them to be command in today's market.

Perfume: Houses obviously reformulate perfumes such as Coty Muguet des Bois and Eméraude to drastically slash their production costs, after which they are sold in large volumes at low prices. The intention is to maximize profit. Rather than targeting a smaller niche with perfumes produced in smaller volumes at higher cost and sold to discriminating clientele, such drugstore reformulated classics are primarily sold to people who do not know very much about perfume.

Perfumistas, who are much better informed than the average consumer of perfume, are aware of the fact that such perfumes have been reformulated and bear very little resemblance to the perfumes which made the names famous in the first place. But the companies do not lie and deny that the perfumes have been reformulated. So where does the responsibility lie when someone who re-purchases what she thought was her beloved perfume and discovers that it has radically changed for the worse? Am I, not Guerlain, at fault in the case of My Ugly Divorce From Mitsouko?

Clearly there is at least one well-known distinction between the case of wine fraud and that of perfume reformulation. The former is illegal; the latter is not. Indeed, many houses now claim that it precisely in order to conform with restrictions imposed by the IFRA (International Fragrance Association) that they have been compelled to reformulate their perfumes. The houses, then, may sound like innocent victims in all of this. Is our anger that they should have reformulated our once-favorite perfumes misdirected?

My distinct impression is that most reformulations have not been undertaken in order to conform with the new IFRA standards. Certainly many have not, including all of those reformulations which were carried out before the IFRA issued its paternalistic directives intended, apparently, to aid people with allergies, though anyone who knows anyone with allergies is aware that they are basically the last people on the planet to perfume themselves.

So far we have not made much progress. After all, the legal distinction may simply mask a moral equivalence. For many centuries, slavery was legal. It did not become immoral when it was outlawed. Rather, it is because people recognized the immorality of slavery that it was finally outlawed.

Perhaps, then, perfume reformulation should be illegal, too, and it has simply taken longer for legislation to be developed regarding perfume than wine because many more people drink alcohol than use perfume. In fact, I think that there is a real distinction between the two cases, despite the fact that perfume reformulation may elicit righteous anger as well, whenever an unwitting consumer purchases a perfume under the assumption that it is what it was before.



What makes a Wine the Wine that it is?

To understand the difference between wine fraud and perfume reformulation, it may be helpful to think about the ontological differences between the two cases. Wines come in many different types: Cabernet Sauvignon, Pinot Grigio, Sauvignon Blanc, Merlot, Chardonnay, Riesling, Pinot Noir, etc., etc. Perfumes, too, come in many different types: floral aldehyde, citrus cologne, leather chypre, aromatic fougère, floriental, fruity floral, aquatic, etc., etc.

Wine and perfume bear similarities to one another above all in this regard: the products of a particular vineyard are unique to it, just as the products of a particular perfume house are unique to it. Just as the wines which were being faked by Kurniawan were not actually produced by the vineyards he claimed, in the case of perfume fakes, some other agents are conducting themselves in the manner in which the wine shyster did. They buy bottles and labels and liquids and put the whole production together so as to trick consumers (usually on e-bay, these days) into buying their pseudo-Chanels, pseudo-Creeds, etc.

In the case of perfume reformulation, in contrast, the sole act of deception is the use of the name of a perfume with a new formula when it used to be the name of a perfume with the former (classic) formula.





The recent and bizarre case of Christian Dior's renaming of Miss Dior and Miss Dior Chérie offers a telling lesson for our investigations. 


Dior has relabeled as Miss Dior L'originale what used to be known as Miss Dior. At the same time, the perfume formerly known as Miss Dior Chérie has been renamed Miss Dior. This absurdly incoherent managerial decision on the part of some nincompoop at Dior has received a lot of attention and negative criticism from perfumistas.

However, I believe that for the first time in perfume history, LVMH has actually done something positive (albeit unwittingly...) for the world of perfume. What they have done is to illustrate the autocratic prerogative of houses to name whatever they produce whatever they wish to call it. By this strange renaming of their perfumes, Dior has made it abundantly clear and virtually unforgettable to us perfumistas that the perfume houses are capable, in their own narrowly circumscribed domain, of making it the case that
2 + 2 = 5!

Houses have this god-like prerogative because they alone are privy to the recipes of their perfumes. If they want to change those recipes, they are free to do so, and there is nothing that anyone can do about it. It is not clear that it is even in principle possible to do anything about it, because the secret ingredient of every perfume is “parfum”, which contains such small amounts of the key (identity-making) components that the companies are not required to list them individually, because no one who produces anything is required to list such tiny quantities on the labels of their products.

What is interesting about the case of wine production is that there is no real analogue to perfume reformulation because the names of wines are intrinsically tied up with the years of their production. The quality of a particular lot of wine is essentially determined by its ingredients: how they have been handled and produced, including the nature of the grapes of the particular harvest used. Yes, winemakers do things to their wines to produce certain effects, but the basic ingredients themselves change from year to year.

The house of Demeter produced in 2009 a series of Vintage Natural perfumes (Geranium, Lavender, Mimosa, Patchouli, and Rose) which embrace and extol this very feature of wine, making a virtue of the uniqueness imparted to any perfume by the particular “harvest” from which its natural components derive.



There is no possibility that these perfumes will ever be reproduced by Demeter, because the names of the perfumes contain the year in which they were produced. It would be impossible to re-produce the 2009 Vintage Natural perfumes in 2012, because the components would not derive from 2009 but from 2012.

By producing these perfumes, Demeter underscored the similarities between wine and perfume. In reality, what Demeter says about its 2009 Vintage Natural perfumes should apply to every natural perfume, though many houses continue to produce what they claim to be the same perfume under the same name, admitting in some cases that there will be slight variations from batch to batch.

In the case of reformulations of perfume labeled in the same way but the formulas of which have been intentionally changed, it seems that there is a trick being played upon the consumer. While it may be that many of us perfumistas are aware of reformulations, it seems quite clear that ordinary consumers often are not. Thus many people continue dutifully to buy readily and cheaply available drugstore Guerlain Shalimar under the assumption that it is indeed a great perfume.

This is the sense in which I believe that perfume reformulation can approach the sort of moral fraud committed by shysters such as Rudy Kurniawan. Still, houses are free to call whatever they produce whatever they like, as Christian Dior so brashly and shamelessly demonstrated in renaming Miss Dior Chérie as Miss Dior and Miss Dior as Miss Dior L'Originale. At the same time, Dior has been, it seems, regularly reformulating all of its perfumes, so in the end, all bets are off when you buy what you hope to be a second or third bottle of a perfume which you once loved, and their renaming of these perfumes serves as a handy reminder of all of this.

The world of wine and the world of perfume are distinct in at least this way: reformulation is not possible in the former as it is in the latter case. To call a wine produced in 2012 in Rudy Kurniawan's home laboratory a 1985 Château Pétrus Pomerol—which, by the way, retails as of today at 4pm EST for $2,412.94—is simply and utterly a lie.

Interestingly enough, Kurniawan was tripped up through a series of unbelievably amateurish errors, including this one, reported by Decanter.com:

The case against Rudy Kurniawan is that in 2008 he consigned at auction some 84 bottles purporting to be from Domaine Ponsot in Burgundy, including one from 1929, which was impossible as the estate did not begin bottling until 1934.

Let's see, the money used to buy a bottle of 1985 Château Pétrus Pomerol could be used instead to purchase ten bottles of niche perfume. Is the price of perfume too high? I think not. Do you get what you pay for? Yes, indeed. But the rules for perfume admit the form of marketing deception known as “reformulation,” for whatever reasons a house may deem fit, and this is why it is important to be ever vigilant in buying famous-name perfumes.

We should first determine whether our beloved perfume has been reformulated, and if it has, we should exercise caution by testing before we re-buy. If it turns out to be yet another case of a drastic and crass reformulation, where a once-great perfume has been reduced to something akin to paint thinner, then it is time for us to move on.

Fortunately—or not—new perfumes are being launched faster than breeding rabbits, which of course raises the problem of locating the new classics, if there be any such things.... As for me, I console myself with the existence of a few good bottles of discontinued perfumes, the likes of Guerlain Mahora and Kenzo L'Eléphant Jungle, which have thus been spared the chemist-accountant scalpels now carrying out their carnage at most of the big houses.



In conclusion, perfume reformulation is not akin to wine fraud; it's a different sort of beast.

Caveat Emptor!!!!!