“I smell like money and Baccarat.” Mulatto talked about it so that should already tell you the demographic that made this perfume explode in popularity. Influencers and baddies are solely responsible for Baccarat being the most coveted perfume, almost out of nowhere.
In 2020 the hype reached its pinnacle with the Baccarat Rouge 540 being in every YouTuber’s favorite list or most compliant lists when it came to perfumes. From Allyiasface, a lifestyle and beauty influencer to Mila Le Blanc, who focuses specifically on perfumes- everyone seemed to be doing a review and raving about it. Some would go as far as finding dupes for those who cannot afford the real deal.
The perfume is by Francis Kurdjian who is also famous for creating the Jean-Paul Gaultier Le Mâle perfume and has created best-sellers for design houses like Elie Saab. The French perfumer first took an interest in perfumes and scents at 13 years old.
By 2009, in recognition of his talent, Francis was awarded one of France’s most prestigious awards– Chevalier des Arts et des Lettres – by the French Ministry of Culture.
The perfume is priced at 195 euros ($235,39). Meaning it is on the higher end. If you are wondering what the perfume specifically smells like for people to spend this much- well this is a small description.
Described as “woody scent releases a poetic alchemy, a highly condensed and graphic olfactory signature. Breezy jasmine facets, radiant saffron boost the ambergris mineral notes and the woody tones of freshly-cut cedar.” Words from Francis himself.
But the fact that it is expensive of course gives those who can afford it, a sense of belonging to an exclusive club. Like most designer items, people want to flaunt that they have it and differentiate themselves from those who do not. Which is probably why there have been so many perfume reviews about this perfume specifically, by influencers who normally would not speak on the type of perfumes they use.
But the hype around it on social media definitely propelled more sales, as followers rushed to get a bottle after being introduced to it by their favorite Instagram baddie. So much so that even in 2021 it is still being spoken about.
This really helped, considering only people who are obsessed with scents would know about Francis Kurdjian. The packaging itself is not anything loud or obnoxious. Like most of Francis’ in-house perfumes that he produces, it is small, square shaped and with red and gold branding.
But based on Francis’ record before this one blew up, it was already a success behind the scenes and would have continued to be, regardless of social media.