Part 1: Fake, Fame & Bottles – What's really going on in the perfume world

The beginning of an honest fragrance series by PERFUME.GIO

Fake, Fame & Bottles – Insider knowledge from PERFUME.GIO & 4D OUTFITTERS : an honest look behind the scenes of the fragrance world

Hello, I'm PERFUME.GIO – a perfume enthusiast and co-owner of the boutique. 4D OUTFITTERS in Bregenz. I love fragrances – not just as a product, but as an expression of personality, emotion, and style. But the deeper I delve into this world, the clearer it becomes: not everything in the perfume industry smells like the truth. The lines between followers, perfume bottles, and fake news are blurred. And that's precisely why I'm speaking openly today – honestly, directly, and with conviction.

Influencers can achieve great things. A good video, an honest impression – and suddenly hundreds of people discover a fragrance they would never have encountered before. Distributors tell me how important social media is for a brand's success today. Customers report that they only became aware of niche fragrances through Instagram. And yes, when it happens authentically, I'm the first to applaud. But as is so often the case: where there is light, there is also shadow.

I've seen a lot – not just in our boutique in Bregenz, but also through conversations with colleagues, retailers, and brands. People spray into bottle caps until the label comes off. Newly packaged merchandise is misused as a spray surface for Instagram reels – rendering it unusable. Testers are emptied by sniffing through ten fragrances in two minutes. What many don't realize is that testers cost money. You only get them with a certain minimum order quantity – or not at all. And if they get damaged, we're left holding the bag. The worst part? These scenes are then celebrated as a "fragrance experience" while our team is busy cleaning up in the background.

You know them – those videos where a fragrance is touted as the "best perfume of all time." Three days later, there's a new "forever favorite." What many don't know: some reviews are pre-arranged. Advertising isn't always labeled as such, even though it's legally required. Followers, likes, and comments? Often bought. Distributors regularly tell me that influencers offer "review guarantees." Credibility is lost – and customers wonder why everything online sounds the same.

Advertising must be clearly identifiable. That's the law, not a suggestion. Whether it's labeled "advertisement," #Ad, or with a clear indication – as soon as money or goods change hands, this must be communicated openly. The reality? Over 70 percent of perfume posts on social media are not correctly labeled. This undermines trust – not only in influencers, but also in brands and retailers. My position is clear: If you have nothing to hide, you have nothing to conceal.

But it's not just influencers who are making things difficult. Some distributors act as if they were the brand itself – deciding who can sell what, threatening delivery stoppages, and exerting pressure. And then there are certain online and social media shops: B-grade goods in original packaging, counterfeit perfumes, and in the worst cases, even products that are harmful to health. These vendors then present themselves as a "modern alternative" to specialist retailers? Really?

We – the honest boutiques – offer expert advice, genuine testers, secure supply chains, a return policy, and above all: quality. We don't offer fake prices. But we stand for real value.

I'm a retailer. And yes, I want to sell. But I want to do it right. With love. With respect. And with an attitude that can't be bought. I share what inspires me. I speak out about what bothers me. I usually hold back when things get critical – but at some point, it's necessary to speak plainly. I order my fragrances exclusively from official brands or distributors . I carry them in our boutique in Bregenz and in our online shop – honestly, transparently, reliably.

When I talk about fragrances, it's because I know them. Because I wear them. Because I understand them. Not because they're viral.

I don't want to manipulate anyone, force anything on anyone, or treat anyone like a fool. I want to show that you can be an influencer without selling out. You can love fragrances without sugarcoating everything. You can inspire customers without deceiving them.

The world of fragrance is magical. But it is also fragile. And that's precisely why we need honest voices. Open eyes. And people with conviction.

My wish for you: Question what you see. Buy consciously. And celebrate not only the fragrance – but also the values ​​behind it.

Stay tuned – more to come.

Your PERFUME.GIO

Discover now: Truly niche fragrances at 4D OUTFITTERS online shop – www.4doutfitters.com