Level 2 Reading 7B

Ch.14 Reading 7B

第14章 阅读7B

THE POWER OF PERFUME "Perfume," says expert perfumer Sophia Grojsman, "is a promise in a bottle." That promise might be reflected in a perfume's name: Joy or Pleasure, for example. Millions of dollars are spent on the marketing of a perfume so that customers connect a fragrance to luxury, attraction, or a certain attitude. Fragrances can have power over our thoughts and emotions. Scientists believe memory and smell are closely connected in our brains, and that certain aromas have the power to call up deep memories. Perfume makers are especially aware of this and use scents that touch us deeply. In the perfume world, an essence is a material with its own special aroma. Some are natural, and often derived from flowers and plants. Others are synthetic copies of rare or difficult-to-obtain essences. Perfume authority Harry Fremont says a good fragrance "is a balance between naturals and synthetics. Naturals give richness and roundness; synthetics, backbone and sparkle." Hundreds of new perfumes are put on the market every year. Of these, few become successful. It's a risky business. A company introducing a new scent can easily run through a budget of 20 million dollars. Profits, however, can be very high. One successful fragrance, CK One from designer Calvin Klein, made 250 million dollars in its first year. Image and Marketing In a Paris perfume store—a building of shining stone, metal, and glass— famous perfumes are displayed and guarded like the works of art in the nearby Louvre Museum. Salespeople are dressed smartly in black, and each type of perfume is sold in a distinctively shaped bottle. In perfume sales, the emphasis is on presentation at least as much as on the product. So, naturally, France's main competitor in the global perfume market is the United States, where image is all-important. Celebrity-branded scents fill the market, each preceded by advertisements and TV appearances designed to create hype. Even sports celebrities—like baseball star Derek Jeter—are creating their own fragrance brands. It is easy to be confused about which perfume to buy. Perfumer Annie Buzantian offers this advice: You really can't get an idea whether a perfume works or not until you wear it. "It's like the difference between a dress on the hanger and a dress on your body," says Buzantian. Though Fremont adds, "Your first impression is often the right one."

香水的力量 香水专家索菲亚·格罗斯曼说：“香水是瓶中的承诺。” 这种承诺可能会反映在香水的名字中：例如，欢乐或愉悦。 数百万美元用于香水的营销，以便客户将香水与奢侈品、吸引力或某种态度联系起来。 香味可以控制我们的思想和情绪。 科学家们认为，记忆和嗅觉在我们的大脑中密切相关，某些气味有能力唤起深刻的记忆。 香水制造商尤其意识到这一点，并使用能深深触动我们的气味。 在香水世界里，香精是一种具有独特香气的物质。 有些是天然的，通常来自花卉和植物。 其他则是稀有或难以获得的精华的合成副本。 香水权威哈里·弗里蒙特说，好的香水“是天然和合成之间的平衡。 大自然赋予丰富和圆润；合成纤维、骨架和光泽。" 每年都有数百种新香水投放市场。 其中，很少有人成功。 这是一项有风险的业务。 一家推出新香水的公司很容易就要花费2000万美元的预算。 然而，利润可能非常高。 一款成功的香水，设计师Calvin Klein的CK One，在第一年就赚了2.5亿美元。 形象与营销 在巴黎的一家香水店——一座由闪亮的石头、金属和玻璃组成的建筑-- 著名的香水在附近的卢浮宫博物馆像艺术品一样展出和保护。 售货员穿着时髦的黑色衣服，每种香水都装在形状独特的瓶子里出售。 在香水销售中，重点至少在于产品的展示。 因此，法国在全球香水市场上的主要竞争对手自然是美国，因为美国的形象至关重要。 名人品牌的香水充斥着市场，每种香水之前都有广告和电视节目，旨在制造炒作。 就连棒球明星Derek Jeter等体育名人也在打造自己的香水品牌。 人们很容易混淆买哪种香水。 香水师Annie Buzantian给出了这样的建议： 你真的不知道香水是否有效，直到你戴上它。 布赞提安说：“这就像衣架上的裙子和身上的裙子之间的区别。”。 尽管弗里蒙特补充道：“你的第一印象往往是正确的。”

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