The question remains unanswered, as it should be, because there is no universal solution that fits every brand.
However, Etienne de Swardt (Etat Libre d’Orange) and Jun Lim (Borntostandout), the masters of controversial marketing, gave the most illuminating talks on standing out in a highly competitive and overcrowded perfume market.
Fils de Dieu by Etat Libre d’Orange (Ralf Schweiger, 2012.) is one of my favourite summer fragrances.
Balsamic, citrusy, aromatic, warm, slightly savoury, coconutty.
The bottle is almost empty, and I am still enjoying it as much as I did in the summer of 2013.