The Musings Of An Opinionated Sod [Help Me Grow!]

In the post, I’ve waxed lyrical about how the scent category makes absolutely no sense and yet [1] it kinda does, given what it’s ultimately selling and [2] as much as I laugh at it, I also kinda love it.

I say that because recently I saw the name of a Tom Ford scent …

Noir Extreme!

NOIR EXTREME!!!

Hahahahahaha …

Boss:
“We need it to sound dark and mysterious”.

Overly keen exec:
“What about ‘noir’ … that seems it fits the bill”.

Boss:
“Yes, but we need it to be more emotive … more masculine … more dark”.

Overly keen exec:
“What about Raw Noir?”.

Boss:
“Not dark enough”

Overly keen exec:
“What about Noir Noir?”.

Boss:
“Sounds too much like an 80’s pop band”.

Overly keen exec:
“I’ve got it … I’ve got it … what about Noir Extreme?”.

Boss:
“I love it … there’s nothing more noir than extreme noir”.

Which is why as much as strategy likes to talk about ‘laddering’ … to get to push ideas to new places, there’s no one more adept at it than the scent industry. Which is why it can only be a matter of time before we can look forward to a range of male scents with names like ‘Vicious Death’, ‘Hardcore Evil’ or – potentially the most extreme of all – ‘Pong Like Putin’.