"Cool Whip Original is made of water, hydrogenated vegetable oil (including coconut and palm oils), high fructose corn syrup, corn syrup, skim milk, light cream and less than 2% sodium caseinate (a milk derivative), natural and artificial flavor, xanthan and guar gums, polysorbate 60, sorbitan monostearate and beta carotene (as a coloring). In some markets, such as Canada and the United States, Cool Whip is available in an aerosol can using nitrous oxide as a propellant."
(from Wikipedia)
It's easy to become disenchanted and
slide into a sad cynicism when one observes what has happened to the
corporatized perfume industry in recent years. There are ridiculously
many flankers and trivial launches. Under the guise of IFRA health
directives, companies are mangling former masterpieces left and
right. At the same time, industry views about how perfumes should be
made seem to be changing.
I've noticed of late that many perfume
houses which did not formerly list BHT among the ingredients in their
perfumes now do. Does this mean that they are only now acknowledging
that BHT is an ingredient but it was in fact there before? Or is the
ingredient now being added when before it was absent? My suspicion is
the latter, as entire houses' line-ups have changed as they have come
under the yoke of LVMH and Coty, to offer two examples where I have
observed a preponderance of labels boasting BHT among the ingredients
of perfumes formerly produced independently.
Let us take the case of the house of
Marc Jacobs. Perfumes launched by this house before its takeover by
Coty did not list BHT as an ingredient. In the last few years, all of
the labels of this house, whether the cocktail splash series,
Curacao, Cranberry, and Ginger; earlier splashes
such as Fig or Gardenia (also
produced in the post-takeover period); or recent launches such
as Lola and Bang, have listed BHT among the ingredients. In contrast,
there is no BHT listed for pre-takeover perfumes such as the original
(eponymous) Marc Jacobs or Essence or Blush, all
of which I own and which were produced in connection with Givenchy,
according to the boxes.
Another in some ways even more
disturbing example is Guerlain. Pre-takeover perfumes, such as the
early Aqua Allegoria fragrances, or earlier versions of Shalimar,
Samsara, Mitsouko, L'Heure Bleue, among others,
did not list BHT among the ingredients. In recent years, all of the
Guerlain perfumes (all of the ones I've seen, at any rate), including
Eau de Cologne Impériale—which
is said to be the original formula from the time of Napoléon—have
come to list BHT as an ingredient.
Clearly the head chemists at LVMH and
Coty think that adding BHT to perfumes is a good idea. Why else would
it be found in virtually all (if not all) of the perfumes now being put out by those
companies, while it continues to be absent from the perfumes of most
independent and niche houses and all traditional houses I've looked
at, which suggests that perfumers were not using BHT before.
I'll offer one further example, the
house of Fresh. Pre-takeover Fresh perfumes such as Sugar and
Sugar Lemon appear not to have contained BHT. All of the
following Fresh perfumes now list BHT among the ingredients: Cannabis
Rose, Cannabis Santal, and Hesperides, along with
what appear now to be discontinued perfumes such as Strawberry
Flowers, Sake, and Pink Jasmine. I do not understand
this. The whole image of the Fresh company is that of being, well,
fresh and natural. Image and reality appear to be diverging...
It is obviously possible to produce
fine perfumes without adding BHT. None of my Hermès
boxes (and I have several) lists BHT among the ingredients. Not a
single one. (Thank goodness that house held its ground!)
I should perhaps make clear that I am
not making a global claim here about the safety of BHT, although I am
not at all convinced that it is safe. I realize that its use is
currently legal. (Is there a need to list here all of the morally
repugnant practices which used to be legal and even a part of
longstanding tradition?) Despite the legality of BHT, I certainly
avoid it in foodstuffs—as readily as I avoid sucralose, which,
although also currently legal, completely and utterly repulses me. The
question for me (and anyone relevantly similar) is: given that I do
not eat BHT, should I wear it in my perfume?
Now, I am aware that there are probably
millions of people who are not troubled in the least by the fact that
only one variety of Cheerios does not list BHT among its ingredients,
and there are obviously millions of people drinking nonnatural diet
sodas, laced variously with sucralose or aspartame (nutrasweet), one
of the breakdown products of which is … drumroll … formaldehyde!
Obviously, companies want to use whatever they can to maximize
profits in their products, and that's fine with me, but I do not have
to buy and consume them. Given my general avoidance of BHT in food
products—whether justified or not—I am currently toying with the
idea of boycotting all BHT-laced perfumes in the future.
I already appear to be leaning that
way, as I've noticed in a few cases that purchases which I was on the
verge of making I changed my mind about after reading the label and
seeing those ugly three letters yet again. I do not think that I am
being overly cautious here. The problem has been exacerbated for me
as I've been noticing that the quality of these BHT-laden perfumes is
degenerating in direct proportion to what I believe to be their
potential toxicity.
A case in point: I purchased a tester bottle of La Perla
J'aime from an online emporium. This is not
an old perfume, having been launched in 2007. Upon arrival, the liquid
in the previously unsprayed clear glass bottle was pink. In the ensuing weeks, although
the bottle was stored under controlled climate conditions and away
from light (in a closed armoire), the liquid turned brown. To be
honest, I did not like the perfume from the very beginning: the first
time I wore it, I woke up in the middle of the night wanting to wash
it off. I had made the purchase scent unsniffed based upon my love of
the original
La Perla,
which appears since its launch to have
undergone serial reformulation and now no longer appeals to me nearly
as much—
evernia prunastri has been replaced by
evernia
furfuracea, among no doubt other changes.
 |
| La Perla gets a makeover--or will it be a lobotomy? |
I definitely will not be purchasing a
bottle of the latest version of
La Perla, which was recently
announced, but I will say that at least the house is being decent
enough to repackage the perfume so that consumers will have a clue
that the perfume inside is actually new. To return to the case at
hand, the new perfume which I purchased from the house of La Perla,
J'aime, struck me as off from the very beginning, so the
change in color merely confirmed my suspicions. It seems obvious to
me that there is something seriously wrong with a perfume which goes
bad in such a short time, and BHT clearly did not help matters. So
why, exactly, is the BHT there?
I eat well, and whenever possible
choose natural and organic foods over “stuff” containing long
lists of nonsense and the ultimate mystery ingredient, “artificial
flavor”. Think about it: it could contain literally anything.
All bets are off when you buy a food which lists among its
ingredients “artificial flavor”. Why, then, should I be any less
exacting when it comes to my perfume, which I apply directly to my
skin and breath in as well? I may not be able to find out what all is contained in the mysterious, carefully guarded secret parfum
ingredient of a perfume which I purchase, but if the blaring letters
BHT are staring back at me as I glance at the box before checking
out, I have the option of just saying “No.”
In some ways, it's
quite odd that as modern people become more health conscious when it
comes to food, perfumes seem to be becoming far less appealing
aesthetically, with restrictions placed on many of the key natural
ingredients of the masterpieces of the past, and the scents of
household products such as dryer sheets and laundry detergent, along
with shampoo and conditioner, all now being bottled and sold as
perfumes. At the same time, these less aesthetically appealing
perfumes may actually be more toxic. In my manifesto on this topic,
PEOPLE WITH ALLERGIES DO NOT WEAR PERFUME, I attempted to navigate
all of these seeming contradictions.
At the end of the
day, given the natural historical trajectory of capitalism and its
effects upon profit-driven corporations and those who run them, what
has been transpiring in the perfume industry is not really all that
surprising to me. In some ways, none of this should be surprising at
all. Many of the big players in the perfume industry are also big
players in the fashion world, and everyone knows (don't they?) that
fashion is much more about business than it is about art.
Our tastes are
molded by the fashion companies and magazines, which is the only possible explanation for how ultra-low-rider jeans are nearly the only ones
available, with the result that sightings of plumber's cracks and
muffin tops have become virtually ubiquitous, not to mention—though
I will—the increased display of mid-back tattoos and thongs. So
fashion is supposed to be about aesthetics, true believers continue
to claim? (I have a very nice plot of land for you near Alligator
Alley...)
The
clothing designers all begin, of course, as artists, but many at some
point along the path to success become much more involved in the management and
augmentation of businesses than in the direct creative production of
their line and the many objects which come eventually to bear their
name. I recently watched
Valentino: The Last Emperor
(2008), directed by Matt
Tyrnauer, which relays the story leading up to Valentino
Garavani's retirement. The overall picture painted in the film of this fashion
icon is pretty much that of a diva. He gives his teams of dress
designing seamstresses a few vague ideas, and they get immediately to
work attempting to realize the capricious deliverances of his will in
cloth. Meanwhile, Valentino himself (at least as depicted in the
film...) seems far more occupied with his various residences and
keeping up the appearances of the diva which he has become.
So what is the point? The point is that
when design houses are in cahoots with companies such as
Sephora, devising schemes by which to persuade people to part with their perfume wallet share there, not somewhere else, then the tastes of
those people will indeed be molded so as to reflect what is currently
available—which is dictated by the taste makers. An abundance of
sweet patchouli perfumes were launched in the post-
Angel
period, and in the twenty-first century, shampoo and conditioner and
sweet laundry scents seem to be holding sway.
What to do? Should we throw our hands
up in dismay and spend the best hours of our day placing bids on
e-bay for
vintage perfumes which may or may not smell the same as they did decades ago? I am happy to be able to say that there is a
better way. It may seem that perfumery is a dying art, given all of
the developments outlined above, but what we need to do is to
recognize that designer-based perfumery is merging with the fashion
industry and thereby moving farther and farther away from the
original vocation of the perfumer as an olfactory artist. True
perfumers do still exist, but they are often working in their own
ateliers, not under the yoke of corporate conglomerates.
The solution to the changes in the
perfume industry is not to give up hope but to, in a phrase:
follow
the perfumers.
Where have all the perfumers gone? some may
ask.
Have they all become hacks? The answers to these questions may not be obvious because of our long-engrained
habits of believing that the designers are an excellent source of
fine perfume. No, my fragrant friends, just as
those hoping to imbibe fine wine exhibiting the traditional virtues need to seek out smaller
producers, we perfumistas, too, have a much better chance of finding
perfume worthy of its name by patronizing the indie and natural
perfume houses.
Should we really be
supporting the perfume industry's equivalent
of plumber's cracks and
muffin tops?
Follow the Perfumers,
my Fragrant Friends!