…according to the standard economic framework, consumers’ willingness to pay is one of the two inputs that determine market prices (this is the demand). But as our experiments demonstrate, what consumers are willing to pay can easily be manipulated, and this means that consumers don’t in fact have a good handle on their own preferences and the prices they are willing to pay for different goods and experiences.
In our next test, we changed the brochure, scratching out the original price ($2.50 per pill) and inserting a new discount price of 10 cents. Did this change our participants’ reaction? Indeed. At $2.50 almost all our participants experienced pain relief from the pill [which was a placebo in both cases]. But when the price was dropped to 10 cents, only half of them did.
Pages 54 and 167 (respectively) of the book, “Predictably Irrational,” by Dan Ariely.
The main reason why I thought I should devote another post mainly to this scent, or rather, reactions to it, involve the human mind. As I often tell people, we are not all the same “between the ears.” We have different personalities, we learn things in different ways, we have different emotional responses (Russians, some researchers tell us, experience emotions at much lower intensity levels than most Americans, for example, and of course generally-speaking, which leads some to think that Russians “lack emotions”), etc. And that is in addition to things we already know, such as that religion, ethnic background, socio-economic status, etc. can make big differences in terms of how we perceive the world.
Viking is a scent I’d probably never wear (my review is at the end of this post) after a couple of sampling experiences, because there’s just nothing about it that’s particularly appealing to me. At Fragrantica.com, someone accused me of “attacking” those who are claiming that Viking is some sort of “great” scent, which itself is an example of obvious misperception, because I was just trying to explain that you can enjoy a scent but you can’t expect everyone, or even anyone, to share that perception. This was my response:
…Who am I “attacking?” I’m merely saying that not everyone is going to like any particular scent and that there’s nothing about it that sounds like I’d like it. I don’t like lavender notes, I don’t like pepper notes, I don’t like aquatic/marine notes, I tend to dislike “smoky woods,” I don’t like ambroxan, I only like certain kinds of mint notes, etc. And what about the other 1500+ new releases? Why shouldn’t I sample them too? The reality is that even if a scent lists notes that I like and the reviews look good there’s probably at least a 25% chance I’m going to outright dislike it, and I’m talking about scents that cost around $30 or less because I rarely spend more than that on a bottle (most of my niche comes from swaps these days, and I have more than few niche bottles, including Creed’s Vintage Tabarome as a large decant). If you like Viking and it’s worth the price to you, great! If it gets you the “action” you are seeking, great (I guess)! But there’s no magic in that bottle, especially in this age of IFRA guidelines. DULLAH [whose opinion tends to be respected more than many others at Basenotes.net, and I’m always interested in hearing what he has to say] over at BN said it was like a light/sport version of L’Anarchiste by Caron, and that might be what some people are seeking (especially those who have never tried vintage L’Anarchiste), but please don’t tell us how great Viking is – it can be great for you but it’s not necessarily great for anyone else in the world, which is true for all the 100,000s of fragrances released over the last 150 years or so (the age of “Modern Perfumery”).
Now let’s contrast this to a comment made on the second major Viking thread at BN (the first one was closed by the moderators due to a perception of “overheated emotions” or something along those lines, apparently):
Can’t remember when my last blind buy was (quelle horreur!), so… I’ve just ordered Viking. The discussions here have intrigued me. Will definitely report back.
I was going to respond with, “what, exactly, have you found intriguing? DULLAH said that it’s more or less a light/sporty version of L’Anarchiste; does that sound really great to you? And if another scent had the exact same commentary but cost $25 and was marketed under the name of a ‘lesser’ designer, would you come to the same conclusion?” However, I decided to “back off” and see how things played out.
Now it’s certainly possible many would want to blind buy such a scent, simply because $25 “lesser designers” never get this much commentary, but doesn’t this person realize that Viking is getting all the commentary for reasons other than the scent itself? It may be a very nice scent for those who like ones of that type, no question, but how many will think it’s so special that it warrants the current prices? Instead, what seems to be at work is a collective generation of fantastical notions, for example, early in this thread we read:
After wearing my sample for a couple days it has really grown on me. Longevity is great and the fresh rain forest vibe with the spices is enjoyable. I love the salt and sandlewood notes, and I also find myself smelling it throughout the day and discovering new notes…
I really like it, it’s becoming my go-to work scent for Autumn. Getting a lot of rotation at the moment. As someone above me said, it’s a complex scent that reveals new facets over time…
And then came:
It’s definitely red – bright fire engine red!
And then came:
Rain forest? Now that sounds interesting.
And then someone responded to the red comment with:
I like this description.
A previous poster was referring to the color of the bottle, but this person seemed to think it referred to a way of classifying the smell of it! All of this preceded the comment I quoted first, and suggests strongly that these kinds of comments are what influenced him. This is exactly why I wrote up the comments that I did, trying to point out that they are responding emotionally when in fact there really can’t be anything magical in that “bright fire engine red” Creed bottle. If there was, we’d have read commentary to that effect, and people like DULLAH would tell us what that was, such as when he commented about the high-quality rose of vintage Acteur by Azzaro. Another “respected voice,” the_good_life_had this to say on the original Viking thread:
Olivier Creed’s French uppercrust contempt for young American men and their consumer culture knows no limits. But like a postmodern jester he’s decided to make a parody of it that will nonetheless earn him s___loads of money. What a clever cynic.
(ridiculous French accents)
Erwin: “Papa, how is zee bottle coming along?”
Olivier: “It is not ugly enough yet, how say zee Americains? Cheesy. We need more cheese! I sink I draw ze Viking ship on an old Atari Computer!”
Erwin: “Have you found a revolting formule?”
Olivier: “Yes, ze cheapest possible without vomiting over my scent organ: melonal, ambrox – I will call that driftwood, haha – dihydromyrcenol, calone. 100 percent synthétique, it will be very ‘ard to engineer batch variations, but we will manage…It was so unbearable to make I had to put a bottle of vintage vol de Nuit next to me to inhale in between!”
Erwin: “You are a brave man, Papa!”
Olivier: “I know, my son. Now go play with your Lear jet!”
BN member Palmolive agreed with this assessment, saying:
Smelled this again the other day and still couldn’t shake those menthol Airwaves chewing gum mixed with Deep Heat balm and some woody vibes doused in cheap deodorant style citrics that this scent has in spades. It steps out like an old timer at the gym getting loosened up for a work out talking bout “Back in my day….”
and calling it the Emperor’s New Creed, but the “wishful thinking” emotions seem to have taken total control in more than a few BN members. And to those who think that Viking smells like rain or like this idea, how many have sampled Ocean Rain? It still amazes me how easily people can be taken in by fantastic promises (does this remind you of any recent elections?) when theoretically they should know it’s simply not possible. How can any company create a “mainstream” type scent that complies with IFRA and is something that is special? If they did something like load up the top with a powerful blueberry note, for instance, that would be a major focus in discussions, but with Viking, it’s vague, or they say there are “hidden facts” and “subtle intricacies” and that you’ll need to “give it time” if you want to experience these, which makes them sound like they belong to some sort of ancient, exclusive cult!
By contrast, over at Fragrantica, Viking, and Creed in general, seems to have become the butt of jokes by quite a few, for example, take a look at the page meant for a SpongeBob scent:
So, at least the Viking release has led to some humor, but what’s also interesting is how the Fragrantica crowd, which at least in the past has tended to be younger and less experienced with fragrances, was able to assess Viking in a way that (IMO) is a lot more realistic than several at BN, which seems to have more members who have a strong devotion to the Creed brand. Why can’t such folks even bring themselves to say something like, “I think it’s great, but it’s the kind of scent for those who enjoy ______________ type fragrances, so I can understand that those who don’t wouldn’t perceive it as being worth more than perhaps a dollar per ml?”\
Here’s my review, as yet unpublished at BN:
This is a “busy” fragrance, reminding me of vintage Zino in that way. Mint and what I call a “chemical wood” element are most obvious at first. There’s a bit of sharpness, which I assume is the pepper, along with vague florals, citrus, and amber. There isn’t much sweetness nor muskiness now. The wood continues in strength but the mint more or less disappears within several minutes. Saltiness makes itself felt, and after that (not sure how long), there’s the resemblance to Pasha (with a bit of muskiness), though with the saltiness added (good call by the person who first suggested this!), but the “chemical wood” remains strong. I had no idea I was sampling Viking when I first did, because someone had sent me the sample and I thought it was a unisex scent, which was likely enhanced by the fact that I had sampled vintage Born Wild Men by Ed Hardy a few days earlier (and that one has a monstrous wood note of a similar charter, though it’s missing the several minutes of mint and the saltiness).
The claims about this being a fougere are likely from the Pasha type quality, but as someone who tends to dislike fougeres, I don’t consider Viking to be one. The next day I smelled the clothing that had come into contact with where I sprayed Viking and it reminded me of VC&A’s In New York (citrus, pepper, spice, “chemical wood”), and I found it to be most pleasant in this way. Aside from telling people you are wearing Creed’s Viking, I don’t understand why someone would pay more than say $70 per 100 ml for this, though I wouldn’t pay that much, mostly because these kinds of scents don’t appeal to me and I wear them very rarely (and already have a few bottles, such as 125 ml of In New York, 100 ml of Born Wild, etc.). I don’t think many people are wearing In New York these days, so if you want to be “unique” that one might function just as well as Viking. I’m not giving it a neutral rating because it’s so expensive but rather because it moves around so much and yet doesn’t do anything novel, along with how strong and “chemical” smelling that wood note is.
NOTE: If I wanted mostly “chemical wood” type notes and mint, I’d go for Black is Black Sport, which is really inexpensive, though it’s more of a vetiver/wood than sandalwood.