Turning Up the Volume: Are Perfumes Getting Too Loud?

Written by Kristina Kybartaite-Damule

You don't have to be obsessed with perfumes or follow fragrance news every day to notice that perfumes are getting stronger. "Elixir," "Extrait," "Intense," and even "Extraintense" flankers of brands' bestsellers are being created, which makes me wonder—is this a marketing trick, a bid for attention, or are we simply becoming nose-blind, leading us to demand stronger perfumes? I asked industry professionals, as well as perfume users, for their thoughts on the increasing intensity and loudness of fragrances.

Associative photo / Kristina Kybartaite-Damule

Let's transport ourselves back to the late 20th century or early 2000s, when the phenomenon of the Loudness Wars was taking place. Due to technological advances and the advent of CDs, as well as competition for attention, music was getting increasingly louder. Songs were mastered at high volumes to make them more attention-grabbing, especially on the radio and in digital playlists. Remember how distorted Californication by Red Hot Chili Peppers or the entire album of Death Magnetic by Metallica sounded?

What is happening in the perfume world in a way reminds me of the Loudness Wars. Is the market so saturated that brands need to increase the power of their perfumes just to get noticed?

Looking back, some musicians at the time chose to go in the opposite direction, releasing albums with wide dynamics, allowing quiet moments to contrast with louder ones. This makes me curious—will perfume brands start releasing delicate skin scents instead, pushing back against the "war of intensity"? Time will tell, but for now, we are definitely in the era of Extraits.

Pursuing the Intensity

Both niche and designer brands are continuously releasing intense versions of their bestsellers. From Amouage and its Exceptional Extraits collection to Borntostandout’s new Extrait Extrême line, boasting an impressive 60% concentration, to Mugler introducing Alien Extraintense—these are just a few of many brands following the path of increased concentration.

Brands are communicating that these new perfumes are designed to last longer, smell stronger, and offer a more immersive experience for the wearer.

Some brands, however, have only Extrait versions and no Eau de Parfums in their collections from the start. One such brand is Thomas De Monaco Parfums. But for them, it's not just about longevity, as the brand's founder and creative director, Thomas De Monaco, explains when asked why he chose to work with higher concentrations.

"When I created Raw Gold Limited, I didn’t even think about the concentration of the juice. The ingredients and accords were already so intense that 14% was enough to make an impact. It wasn’t until I started working on the unlimited line that I convinced Maurus Bachmann, the perfumer, of the uniqueness and power of Extraits.

For me, Extraits aren’t about cranking up radiance and longevity just for the sake of it. It’s about the wavelength, the frequency they create. They don’t hit you straight in the head—I aim for the space between the shoulders and the heart, where they radiate warmth and beauty.

At Thomas De Monaco Parfums, Extraits aren’t just a label. They are the soul of the brand," says De Monaco.

What Do Customers Really Want?

Boutiques selling niche perfumes are also noticing the trend of brands releasing Extrait versions of their bestsellers, says Gustavas Jankauskas, co-owner of the Lithuania-based perfume store Odore d'Amore. In his opinion, this phenomenon is driven by two key factors.

"The first is that perfume lovers are focusing more and more on quality and value, and Extraits in niche perfumery almost always offer this.

The second is purely emotional, and I would compare it to music: if you love a certain song or artist, it’s a harmless pleasure to listen to them at full volume. The same goes for Extraits—it’s the music you love, only louder.

Also, as customers are generally choosing smaller bottles to expand their perfume collections with greater variety, brands can achieve multiple goals—giving customers what they want, leaving a longer-lasting impression, and creating more value for themselves, as Extraits are usually more expensive.

Last but not least, let’s not forget that wearing a perfume with a strong sillage makes people around you wonder what fragrance you're wearing, and that is the best advertising a brand could wish for," says Jankauskas.

We also asked fellow perfume lovers and content creators how they perceive the trend of intense perfumes. The opinions varied—some were thrilled with the opportunity to have stronger versions of their favorite scents, while others were more skeptical, seeing it as a way to sell the same perfume at a higher price.

"I genuinely don't prefer EDP or Extraits—if it smells good, it smells good!" says Mandy, @perfume.sister.

"I prefer a good perfume. The whole concentration thing has become an obnoxious marketing tool. The concentration says so little about intensity," says Sebastian, @olfactorynotes. He believes that re-releasing bestsellers as more intense versions is just an "uncreative quick cash grab."

"I usually prefer EDP because projection and longevity are on point for me, which is exactly what I’m looking for. BUT... Extrait has a magic of its own—the thickness, the way it slowly opens and reveals its best facets and nuances... It’s hard to choose just one," says Sandra, @lifewithperfumes.

"I typically prefer the performance and longevity of an Eau de Parfum because they tend to wear more comfortably, both for myself and for those around me. Extraits may last longer on the skin but aren’t as diffusive, so they often end up giving me a headache.

Plus, I like to apply something new in the evening, and a perfume that sticks around for 12 hours doesn’t allow me to do that," explains Tom, @thescentiest.

What Are Your Thoughts? What do you think about the intensity trend? Which fragrance concentration do you prefer? Leave a comment down below!