Read the following passage and mark the letter A, B, C, or D on your answer sheet to indicate the correct answer to each of the questions from 36 to 42.
“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. Millions of dollars are spent on the marketing of a perfume, trying to get customers to connect luxury, attraction, or attitude to a fragrance.
Even without all the marketing, fragrance has power over our thoughts and emotions. Some scientists insist that memory and smell are especially closely linked. Certain aromas have the power to call up deep memories. Perfume makers are aware of this and use aromas that can touch us deeply.
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. Profits, wever, can be very high. One successful fragrance, CK One from designer Calvin Klein, made 250 million dollars in its first year.
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. According to perfume authority Harry Frémont, a good fragrance “is a balance between naturals and synthetics. Naturals give richness and roundness; synthetics, backbone and sparkle.”
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.? 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.
France’s main competitor in the global perfume market is the United States, where image is all-important. 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. 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. “It’s like the difference between a dress on the hanger and a dress on your body,” says Buzantian. And Frémont adds, “Your first impression is often the right one.”
Which of the following can be the best title of the passage?
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