Perfume - A Promise in a Bottle
香水——瓶中的诺言
“Perfume,” says expert perfumer Sophia Grojsman, “is a promise in a bottle.” That promise might be reflected in a perfume’s name: Joy, Pleasures, or Beautiful, for example.
“香水，”香水专家索菲亚格罗斯曼说，“是瓶中的诺言。”这种诺言可能在香水的名字中呈现出来，例如：喜悦，愉快或者美丽。
Millions of dollars are spent on the marketing of a perfume, trying to get customers to connect luxury, attraction, or attitude to a fragrance.
数百万美元花在香水的营销上，试图让顾客们能将奢侈品，吸引力或者态度与香水联系起来。
Even without all the marketing, fragrance has power over our thoughts and emotions. Some scientists insist that memory and smell are especially closely linked.
即使没有所有的市场营销，香水也能控制我们的想法和情绪。一些科学家坚持认为记忆力和嗅觉有着特别紧密的关联。
Certain aromas have the power to call up deep memories. Perfume makers are aware of this and use aromas that can touch us deeply.
某些香味有唤起深层记忆的力量。香水的制造商意识到这点，并使用能深深打动我们内心深处的香味。
The Power of Aromas
香味的力量
Of every ten new perfumes put on the market, perhaps only one will succeed. It’s risky to try, as a company introducing a new fragrance can easily run through a budget of 20 million dollars.
投放市场的每十种新香水中，也许只有其中一种会成功。这是一个冒险的尝试，因为当一家公司推出一款新香水时，可以轻松地通过2000万美元的预算。
Profits, however, can be very high. On successful fragrance, CK One from designer Calvin Klein, made 250 million dollars in its first year.
然而，利润可能非常高。如设计师卡尔文克莱恩设计的CK One香水就很成功，第一年就赚了2.5亿美元。
In the perfume world, an essence is a material with its own special aroma. Some are natural, derived from flowers, plants, or wood, for example. Others are synthetic copies of rare or difficult-to- obtain essences.
在香水的世界里，香精就是一种有其独特香味的材料。有些是很天然的，例如在鲜花，植物或者木头中提取。其他的是稀有的或者难以获得的香精的人工合成复制品。
According to perfume authority Harry Fremont, a good fragrance “is a balance between naturals and synthetics. Natural give richness and roundness; synthetics, backbone and sparkle.”
根据香水权威人士哈利佛理蒙特说，一瓶好的香水“是天然和合成的平衡。天然赋予了香水浓烈和完整；而人工合成则是支柱和火花。“
Image and Marketing
形象和市场营销
Sephora is France’s leading perfume store. In a store of shining stone, metal, and glass, famous perfumes are displayed and guarded like works of art in the nearby Louvre Museum.
丝芙兰是法国首屈一指的香水店。店内的装饰是由闪耀的石头，金属和玻璃组成，陈列着著名的香水，就像附近卢浮宫博物馆里的艺术品被保护着一样。
Salespeople are dressed entirely in black, and each type of perfume is sold in a distinctly shaped bottle. In perfume sales, the emphasis is on presentation at least as much as on the product.
销售人员统一着黑色服装，而且每一款香水都用形状鲜明的瓶子包装售出。在香水销售中，重点是展示包装至少要像香水一样精致。
France’s main competitor in the global perfume market is the United States, where image is all-important.
在全球香水市场上，法国最主要的竞争对手是美国，这样意味着形象是至关重要的。
The recent launch in the U.S. of one cologne for men, named after basketball star Michael Jordan, was preceded by a flood of TV commercials and talk show appearances by the player to create plenty of excitement and hype.
最近在美国市场推出了一款以篮球明星迈克尔乔丹命名的男士古龙水，通过大量明星本人的电视广告和脱口秀节目的播出，创造出非同凡响的宣传的热潮，以此引起人们的兴趣和炒作。
If you’re 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.
如果你对选择哪款香水而感到困惑时，香水设计师安妮提出了这样的建议：当你真正用在身上时，你真的无法知道这款香水是否好用。
“It’s like the difference between a dress on the hanger and a dress on your body,” says Buzantian. And Fremont adds, “Your first impression is often the right one.”
“这个就像衣服挂在衣架上和穿在身上的区别。”布赞丹说。与此同时安妮补充说，“你的第一印象往往是正确的。”
香水篇 知识点输入
1. call up 叫醒，使回忆起
例句：I saw you before, but I cannot call up your name.
我以前见过你，但不记得你的名字了。
2. at least 至少
例句：He's been away for at least a week.
他走了总有一个星期吧。
3. plenty of 很多，大量的
例句：Are there plenty of fresh fruits and vegetables in your diet?
你的饮食中新鲜果蔬充足吗？
特别声明：以上内容(如有图片或视频亦包括在内)为自媒体平台“网易号”用户上传并发布，本平台仅提供信息存储服务。
Notice: The content above (including the pictures and videos if any) is uploaded and posted by a user of NetEase Hao, which is a social media platform and only provides information storage services.
