{"id":37031,"date":"2022-12-13T11:08:45","date_gmt":"2022-12-13T10:08:45","guid":{"rendered":"https:\/\/mag.bynez.com\/?p=37031"},"modified":"2023-01-02T19:12:30","modified_gmt":"2023-01-02T18:12:30","slug":"missing-person-a-special-someone-is-missing-and-suddenly-theres-no-more-whole-stock","status":"publish","type":"post","link":"https:\/\/mag.bynez.com\/en\/news\/missing-person-a-special-someone-is-missing-and-suddenly-theres-no-more-whole-stock\/","title":{"rendered":"Missing Person: a special someone is missing and suddenly there\u2019s no more stock"},"content":{"rendered":"    <div id=\"chapo-block_88cd97895609505db91093d966d06d73\" class=\"chapo\">\r\n        <blockquote class=\"chapo-blockquote\">\r\n            <span class=\"chapo-text\">Over the last few weeks, a perfume has been creating a buzz on social media and in the beauty press: <em>Missing Person<\/em> by Phlur, often described somewhat lazily as \u201cmysterious\u201d in articles about the phenomenon. It apparently boasts a hashtag that has racked up 12 million views on TikTok and a waiting list of over 200,000 customers desperate to get their hands on a bottle of the fragrance whose first batch sold out in a matter of hours. What\u2019s behind the wild enthusiasm? Videos abound showing beauty influencers in tears, almost hysterical, declaring that the perfume instantly reminds them of the mother\/husband\/friend they have lost, a beloved someone they are missing so badly. <\/span>\r\n        <\/blockquote>\r\n        <style type=\"text\/css\">\r\n            #chapo-block_88cd97895609505db91093d966d06d73 {\r\n                background: ;\r\n                color: ;\r\n            }\r\n        <\/style>\r\n    <\/div>\r\n    \n\n\n<p><\/p>\n\n\n\n<p>Evoking the bewitching power of Jean-Baptiste Grenouille\u2019s formulas in Patrick S\u00fcskind\u2019s <em>Perfume<\/em>, the message here contains all the elements of a \u201cmagic potion\u201d which casts a spell you are powerless to resist. Because everything points to the supernatural, paranormal force of a fragrance that suddenly seems to have inflamed the planet\u2019s entire social media universe.<\/p>\n\n\n\n<p>What the articles do not always mention is that the current owner of Phlur, Chriselle Lim (who bought the brand in 2021, six years after it was founded), herself a powerful influencer with 2.8 million subscribers on TikTok, brilliantly orchestrated this tsunami of tears and pre-orders. If any sorcery is at work, it\u2019s the magic of storytelling, which the 37-year-old American stylist, blogger and businesswoman employs with great deftness. \u201cI think that&#8217;s the most powerful tool anyone can use when they&#8217;re trying to sell fragrance online,&#8221; she explains on allure.com.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_37031_1('footnote_plugin_reference_37031_1_1');\" onkeypress=\"footnote_moveToReference_37031_1('footnote_plugin_reference_37031_1_1');\" ><sup id=\"footnote_plugin_tooltip_37031_1_1\" class=\"footnote_plugin_tooltip_text\">[1]<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_37031_1_1\" class=\"footnote_tooltip\"><a href=\"https:\/\/allure.com\/story\/chriselle-lim-skin-care-makeup-routine-interview\" target=\"_blank\" rel=\"noreferrer noopener\">allure.com\/story\/chriselle-lim-skin-care-makeup-routine-interview<\/a><\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_37031_1_1').tooltip({ tip: '#footnote_plugin_tooltip_text_37031_1_1', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top center', relative: true, offset: [-7, 0], });<\/script>\n\n\n\n<p>She reveals in her videos<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_37031_1('footnote_plugin_reference_37031_1_2');\" onkeypress=\"footnote_moveToReference_37031_1('footnote_plugin_reference_37031_1_2');\" ><sup id=\"footnote_plugin_tooltip_37031_1_2\" class=\"footnote_plugin_tooltip_text\">[2]<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_37031_1_2\" class=\"footnote_tooltip\"><a href=\"https:\/\/youtube.com\/watch?v=qtMfLrswMFo\" target=\"_blank\" rel=\"noreferrer noopener\">youtube.com\/watch?v=qtMfLrswMFo<\/a><\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_37031_1_2').tooltip({ tip: '#footnote_plugin_tooltip_text_37031_1_2', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top center', relative: true, offset: [-7, 0], });<\/script> and interviews that she designed the product at a difficult time in her life, when going through a divorce. For example, on Refinery29<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_37031_1('footnote_plugin_reference_37031_1_3');\" onkeypress=\"footnote_moveToReference_37031_1('footnote_plugin_reference_37031_1_3');\" ><sup id=\"footnote_plugin_tooltip_37031_1_3\" class=\"footnote_plugin_tooltip_text\">[3]<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_37031_1_3\" class=\"footnote_tooltip\"><a href=\"https:\/\/www.refinery29.com\/en-us\/phlur-missing-person-perfume-review\" target=\"_blank\" rel=\"noreferrer noopener\"><span class=\"footnote_url_wrap\">https:\/\/www.refinery29.com\/en-us\/phlur-missing-person-perfume-review<\/span><\/a><\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_37031_1_3').tooltip({ tip: '#footnote_plugin_tooltip_text_37031_1_3', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top center', relative: true, offset: [-7, 0], });<\/script> she says \u201cI wanted to bottle something that would smell familiar, taking me back to a time I felt secure.\u201d She insists on the perfume\u2019s universal healing properties, encouraging each person who wears it to release and express the sort of emotions they feel for the people they are missing. With the dramatization of her private life boosting the feeling of identification, she is no doubt making effective use of the mirror effect. But, most importantly, she can count on her vast audience and docile network to spread the word far and wide. The apparently out-of-the-blue \u201cmagic\u201d of this success story is actually rooted entirely in the power currently wielded by influencers on social media platforms like TikTok, whose algorithms can exponentially amplify the visibility of a product or content like nothing else. <em>Missing Person<\/em> did not go viral miraculously, because it smells good and contains pheromones or some other mysterious substance. Everything was put in place to make sure it went viral, and the results were merely the fruit of that construction. Today, influencers no longer drive sales of a product, they design it so they can sell it themselves: \u201cIt\u2019s only becoming more common for influencers, particularly those who have been in the business for a long time, to create brands,\u201d observes the site glossy.co.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_37031_1('footnote_plugin_reference_37031_1_4');\" onkeypress=\"footnote_moveToReference_37031_1('footnote_plugin_reference_37031_1_4');\" ><sup id=\"footnote_plugin_tooltip_37031_1_4\" class=\"footnote_plugin_tooltip_text\">[4]<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_37031_1_4\" class=\"footnote_tooltip\"> <a href=\"https:\/\/www.glossy.co\/beauty\/exclusive-chriselle-lim-reinvents-clean-fragrance-brand-phlur\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span class=\"footnote_url_wrap\">https:\/\/www.glossy.co\/beauty\/exclusive-chriselle-lim-reinvents-clean-fragrance-brand-phlur\/<\/span><\/a><\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_37031_1_4').tooltip({ tip: '#footnote_plugin_tooltip_text_37031_1_4', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top center', relative: true, offset: [-7, 0], });<\/script>&nbsp;<\/p>\n\n\n\n<p>So, you ask, what about the perfume itself? After all these preliminaries, its smell might well seem incidental compared to the context, but it would be wrong not to acknowledge the consistency between the messaging and its olfactory character. Composed by Constance Georges-Picot, a Miami-based perfumer at Cosmo International Fragrances (which very kindly sent us a sample), <em>Missing Person<\/em> is what we could call a \u201cskin perfume\u201d. Very few top notes (a sprinkling of bergamot and neroli) lead directly into a musky, powdery, creamy sandalwood accord, clean and cosy and very persistent, combining different ingredients that tend to feature in most modern fragrances\u2019 bases as well as in washing detergents, showers gels, shampoos, and so on. In other words, a very familiar, comforting and easy-to-grasp smell \u2013 everyone likes musk \u2013 but whose formula seems almost incomplete, very concentrated as it is on base notes. With such a consensual profile, it is not hard to understand how it can have a \u201cuniversal\u201d and immediate effect on TikTokers the world over. But there\u2019s a big gap between this appeal and claiming that it has the power to accurately recall all the loved ones lost by all the people who have smelled it. As Hirac Gurden, neuroscience research director at the CNRS and member of the Nez collective rightly pointed out when interviewed by Lib\u00e9ration (in French): \u201cIt is absolutely impossible for a single perfume to conjure the presence of someone absent or dead for a maximum number of people.<em> <\/em>Each human being possesses a unique olfactory signature, made up of a mixture of their body odours, closely linked to metabolism and gender, with a host of artificial smells, like perfume, detergents and food.\u201d<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_37031_1('footnote_plugin_reference_37031_1_5');\" onkeypress=\"footnote_moveToReference_37031_1('footnote_plugin_reference_37031_1_5');\" ><sup id=\"footnote_plugin_tooltip_37031_1_5\" class=\"footnote_plugin_tooltip_text\">[5]<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_37031_1_5\" class=\"footnote_tooltip\"><a href=\"http:\/\/liberation.fr\/lifestyle\/beaute\/le-parfum-missing-person-bluff-sentimental-20221130_JKGQ3QA66RDUZNGFYEDV2722EQ\/\" target=\"_blank\" rel=\"noreferrer noopener\">liberation.fr\/lifestyle\/beaute\/le-parfum-missing-person-bluff-sentimental-20221130_JKGQ3QA66RDUZNGFYEDV2722EQ\/<\/a><\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_37031_1_5').tooltip({ tip: '#footnote_plugin_tooltip_text_37031_1_5', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top center', relative: true, offset: [-7, 0], });<\/script>\n\n\n\n<p>Delphine de Swardt, also a member of the Nez collective, when questioned by BFMTV for the programme Le Choix d\u2019Ang\u00e8le (in French)<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_37031_1('footnote_plugin_reference_37031_1_6');\" onkeypress=\"footnote_moveToReference_37031_1('footnote_plugin_reference_37031_1_6');\" ><sup id=\"footnote_plugin_tooltip_37031_1_6\" class=\"footnote_plugin_tooltip_text\">[6]<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_37031_1_6\" class=\"footnote_tooltip\"><a href=\"http:\/\/bfmtv.com\/replay-emissions\/le-choix-d-angele\/le-choix-d-angele-200-000-personnes-sur-liste-d-attente-pour-se-procurer-le-parfum-missing-person-de-la-marque-phlur_VN-202212080128.html\" target=\"_blank\" rel=\"noreferrer noopener\">bfmtv.com\/replay-emissions\/le-choix-d-angele\/le-choix-d-angele-200-000-personnes-sur-liste-d-attente-pour-se-procurer-le-parfum-missing-person-de-la-marque-phlur_VN-202212080128.html<\/a><\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_37031_1_6').tooltip({ tip: '#footnote_plugin_tooltip_text_37031_1_6', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top center', relative: true, offset: [-7, 0], });<\/script>, cited another aspect that has to be taken into account:&nbsp;\u201cThe fact that a fragrance triggers an emotion is unsurprising, since the two circuits are intertwined.<em> <\/em>But when there\u2019s this much hysteria, I think that dramatization comes into play.<em> <\/em>This is where we see the limits of today\u2019s social media: since you can\u2019t share the experience of smelling an odour, people need to make up for it by exaggerating the emotion, because that will get them more views and more clicks.\u201d<em> <\/em>Since perfume generally serves as a good narrative mirror, offering people a great opportunity to talk about themselves, especially with this \u201cmissing smell\u201d, the way is open for influencers to make a splash and attract lots of attention.&nbsp;<\/p>\n\n\n\n<p>From an olfactory viewpoint, we\u2019re looking at the lowest common denominator here, which can have a real impact on people without a highly developed olfactory culture. But ultimately it is all about expertly crafted storytelling, telling you exactly what you are going to smell, and an elaborate dramatization, rather than the composition itself.&nbsp;Perfume lovers who are familiar with the market and always in quest of <em>real <\/em>olfactory emotions risk being disappointed when they smell <em>Missing Person<\/em>, in aesthetic terms at any rate: as a nice little musky, woody accord, it can of course be perfectly pleasant, but, in my opinion, it is not at all likely to send perfumistas into paroxysms of tears in real life in the same way as on our smartphone screens.<\/p>\n\n\n\n<p class=\"has-small-font-size\"><em>Main visual: \u00a9 Phlur<\/em><\/p>\n<div class=\"speaker-mute footnotes_reference_container\"> <div class=\"footnote_container_prepare\"><p><span role=\"button\" tabindex=\"0\" class=\"footnote_reference_container_label pointer\" onclick=\"footnote_expand_collapse_reference_container_37031_1();\">Notes<\/span><span role=\"button\" tabindex=\"0\" class=\"footnote_reference_container_collapse_button\" style=\"display: none;\" onclick=\"footnote_expand_collapse_reference_container_37031_1();\">[<a id=\"footnote_reference_container_collapse_button_37031_1\">+<\/a>]<\/span><\/p><\/div> <div id=\"footnote_references_container_37031_1\" style=\"\"><table class=\"footnotes_table footnote-reference-container\"><caption class=\"accessibility\">Notes<\/caption> <tbody> \r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_37031_1('footnote_plugin_tooltip_37031_1_1');\"><a id=\"footnote_plugin_reference_37031_1_1\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>1<\/a><\/th> <td class=\"footnote_plugin_text\"><a href=\"https:\/\/allure.com\/story\/chriselle-lim-skin-care-makeup-routine-interview\" target=\"_blank\" rel=\"noreferrer noopener\">allure.com\/story\/chriselle-lim-skin-care-makeup-routine-interview<\/a><\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_37031_1('footnote_plugin_tooltip_37031_1_2');\"><a id=\"footnote_plugin_reference_37031_1_2\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>2<\/a><\/th> <td class=\"footnote_plugin_text\"><a href=\"https:\/\/youtube.com\/watch?v=qtMfLrswMFo\" target=\"_blank\" rel=\"noreferrer noopener\">youtube.com\/watch?v=qtMfLrswMFo<\/a><\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_37031_1('footnote_plugin_tooltip_37031_1_3');\"><a id=\"footnote_plugin_reference_37031_1_3\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>3<\/a><\/th> <td class=\"footnote_plugin_text\"><a href=\"https:\/\/www.refinery29.com\/en-us\/phlur-missing-person-perfume-review\" target=\"_blank\" rel=\"noreferrer noopener\"><span class=\"footnote_url_wrap\">https:\/\/www.refinery29.com\/en-us\/phlur-missing-person-perfume-review<\/span><\/a><\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_37031_1('footnote_plugin_tooltip_37031_1_4');\"><a id=\"footnote_plugin_reference_37031_1_4\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>4<\/a><\/th> <td class=\"footnote_plugin_text\"> <a href=\"https:\/\/www.glossy.co\/beauty\/exclusive-chriselle-lim-reinvents-clean-fragrance-brand-phlur\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span class=\"footnote_url_wrap\">https:\/\/www.glossy.co\/beauty\/exclusive-chriselle-lim-reinvents-clean-fragrance-brand-phlur\/<\/span><\/a><\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_37031_1('footnote_plugin_tooltip_37031_1_5');\"><a id=\"footnote_plugin_reference_37031_1_5\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>5<\/a><\/th> <td class=\"footnote_plugin_text\"><a href=\"http:\/\/liberation.fr\/lifestyle\/beaute\/le-parfum-missing-person-bluff-sentimental-20221130_JKGQ3QA66RDUZNGFYEDV2722EQ\/\" target=\"_blank\" rel=\"noreferrer noopener\">liberation.fr\/lifestyle\/beaute\/le-parfum-missing-person-bluff-sentimental-20221130_JKGQ3QA66RDUZNGFYEDV2722EQ\/<\/a><\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_37031_1('footnote_plugin_tooltip_37031_1_6');\"><a id=\"footnote_plugin_reference_37031_1_6\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>6<\/a><\/th> <td class=\"footnote_plugin_text\"><a href=\"http:\/\/bfmtv.com\/replay-emissions\/le-choix-d-angele\/le-choix-d-angele-200-000-personnes-sur-liste-d-attente-pour-se-procurer-le-parfum-missing-person-de-la-marque-phlur_VN-202212080128.html\" target=\"_blank\" rel=\"noreferrer noopener\">bfmtv.com\/replay-emissions\/le-choix-d-angele\/le-choix-d-angele-200-000-personnes-sur-liste-d-attente-pour-se-procurer-le-parfum-missing-person-de-la-marque-phlur_VN-202212080128.html<\/a><\/td><\/tr>\r\n\r\n <\/tbody> <\/table> <\/div><\/div><script type=\"text\/javascript\"> function footnote_expand_reference_container_37031_1() { jQuery('#footnote_references_container_37031_1').show(); jQuery('#footnote_reference_container_collapse_button_37031_1').text('\u2212'); } function footnote_collapse_reference_container_37031_1() { jQuery('#footnote_references_container_37031_1').hide(); jQuery('#footnote_reference_container_collapse_button_37031_1').text('+'); } function 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on social media and in the beauty press: Missing Person by Phlur, often described somewhat lazily as \u201cmysterious\u201d in articles about the phenomenon. Here\u2019s our olfactory and strategic analysis of this marvel for you!<\/p>\n","protected":false},"author":3,"featured_media":36953,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"pmpro_default_level":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"mc4wp_mailchimp_campaign":[],"footnotes":""},"categories":[677,1416],"tags":[6670,6671,3729,6674,6673,6675],"series":[],"ppma_author":[1195],"class_list":["post-37031","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-perfume","tag-chriselle-lim-2","tag-delphine-de-swardt-2","tag-hirac-gurden-en","tag-missing-person-2","tag-phlur-2","tag-social-network","pmpro-has-access"],"pp_statuses_selecting_workflow":false,"pp_workflow_action":"current","pp_status_selection":"publish","pp_post_mime_type":"","acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Missing Person: a special someone is missing and suddenly there\u2019s no more stock - Nez the olfactory cultural movement<\/title>\n<meta name=\"description\" content=\"Over the last few weeks, a perfume has been creating a buzz on social media and in the beauty press: Missing Person by Phlur, often described somewhat lazily as \u201cmysterious\u201d in articles about the phenomenon. 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