Suddenly, Lidl’s perfume is conquering Chanel chic
Wednesday, January 09, 2013
Whether they will admit it or not, Irish women are now such hardened recessionistas that they are swapping Chanel for Lidl.
By Claire O’Sullivan
What for many might have been a step too far, is now something they are racing to embrace.
Lidl’s new perfume, Suddenly Madame Glamour is in such demand that it sold out in shops across the country in the run-up to Christmas.
Thousands of Irish women raced down to their nearest branch of the German discount chain after the scent beat Chanel Mademoiselle in blind perfume tests. Chanel Mademoiselle costs €89 compared to Madame Glamour’s €3.49.
According to Lidl, the 50ml bottle and gift sets, which include bergamot and jasmine, “flew off the shelves”.
This rush for Suddenly Madame Glamour isn’t the first time discount supermarkets have given the world’s great cosmetic houses a fright.
If Aldi did waiting lists, there would have been one for its Lacura anti-ageing serum.
Featuring a combination of vitamins E and C as well as macadamia nut oil, the formula proved a dab hand at alleviating the appearance of fine lines and wrinkles while improving skin’s elasticity.
At €4.79 for 50ml, it comes in at a fraction of the cost of most serums and disappeared off the shop’s shelves within hours of restocking a few years back.
According to Lidl, two independent consumer panel blind tests carried out by the Perfumer’s Guild on the Lidl Suddenly Madame Glamour perfume revealed that 50 women in the first test voted overwhelmingly for the Lidl perfume with 89% saying they would prefer to wear it over the rival designer brand.
And, 90% of the 100 women who blind tested the perfumes in the second round said they also preferred the Lidl perfume.
A Lidl spokeswoman said the perfume enjoyed strong sales over Christmas: “We were keen to create a fragrance that embodies elegance and femininity for everyday wear. It just shows it doesn’t have to cost you a fortune to feel instantly glamorous.”
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