Why Has Aaron Terence Hughes REFORMULATED and REBRANDED?!

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In this video I am questioning perfumer Aaron Terence Hughes why he has reformulated some of his fragrances. I'll also be finding out why he decided to change the presentation of his fragrances.
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4 окт 2024

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Комментарии : 289

@simianrogue Год назад

Aaron Terrence Hughes is what the British fragrance industry needs. I support him all the way, and so proud of what he's doing for us fragrance lovers. Thank you, Aaron.

@Mitchcraft. Год назад

Absolutely agree! I only have 3 of his fragrances, Hard Candy, Legend and a sample of something that seems to be a working title, is has the name of the month it will launch on it and let me just say leather lovers are in for a treat soon 😜. I just got them on Saturday and i am loving what i have, so i went and ordered more. I love that he does the 10ml bottles, making his products accessible to people to try and maybe don't have as much money to buy the 50ml bottles. I know i am going to get the 50ml of Hard Candy for sure though. I love it. I will need to pick up the Elixir version when we get closer to winter.

@darriangario3447 Год назад

It would be sick if Aaron had a bottle refilling policy since the bottles seem like such an investment.

@ashleylala4293 Год назад

I think his prices are reasonable compared to many of the big brands and niche houses. Especially given that he seems focused on using higher quality raw materials.

@888YouCantHandle Год назад

Still needs a refill option.

@tonymarinelli7304 Год назад

What I like most about Aaron is his integrity, he doesn’t rest on his laurels. You have to respect that. So many of these companies have their hands in your pockets

@verdej2057 Год назад

He is selling his latest fragrance with no mention that’s it’s an aventus clone, not much integrity there.

@danielsparks1848 Год назад

@@verdej2057 Lol. Listen sweetie, it is much better than aventus.

@verdej2057 Год назад

@@danielsparks1848 it’s almost identical to my 2015 Aventus, sweetie.

@danielsparks1848 Год назад

@@verdej2057 Sorry sweetie. Creed is trash. Last good batch was from 2017.

@Plartus Год назад

I love ATH , but I must say I miss the old haircut

@tengahhidup Год назад

It's just a phase

@aw_shucks17 Год назад

@B haven’t u people ever heeaard of… closing the god dam door

@miket3taylor Год назад

Exactly. The new look is not versatile. It's a professional look only. It doesn't match his personality. The old look is wayyyyy more versatile. Also looks more "him"

@miket3taylor Год назад

@B to each his own, girlfriend

@miket3taylor Год назад

@B are you feeling? Is that how you feel? Your opinion. And I'm entitled to mine, girlfriend

@МаріяСібанда Год назад

Thank you for this interview. I'm in love with Aaron's perfumes. It's simply amazing. Good luck to him and his team.

@IamKingAegon Год назад

Absolutely love his brand and the new bottles!!! All the best to Aaron ❤️🙏🏻.

@whytwhale Год назад

You failed to mention the New hair!!

@IamKingAegon Год назад

@@whytwhale I love it! I love his new style. Suits him so well 🥰🥰

@FRAGTASTICO Год назад

It's very nice to see Aaron come so far in this entrepreneurial journey. Great to see you back together and hopefully we'll have another run of Smoulder soon as well.

@aaronhaskins3178 Год назад

It’s like Christmas all over again, I’ve been saving up for this and not wasting my money buying bunk bottles that don’t live up to the hype. If anyone is reading this comment and wondering if Aaron’s bottles live up to the hype. Trust me they do. They did before the reformations, and now they are extraits… wow I literally can’t wait to see how 🔥they have become. Thank you Aaron for always improving you brand and sharing it with the world. Congratulations brother on you and your team’s hard work.

@emmanuelemman7699 Год назад

what are the best ones you would recommend ? i guess one more of an every day one

@aaronhaskins3178 Год назад

@@emmanuelemman7699 Luna, daddy, haze,raw cherry, hard candy. All his stuff is out of this world, but right now those are some of my favorites, that are still in production. You won’t be disappointed, trust that bro.

@aaronhaskins3178 Год назад

@OfficialMrGrinch Год назад

Thank you! I’ve smelled dam near EVERYTHING at Neiman. All the hyped stuff. All the new stuff. Me and my girlfriend went there 3 times smelled stuff over and over and over again. Every house. Creed, TF, Xerjoff, MFK, PDM, you name it! We smaller EVERYTHING. And I literally only bought 5 fragrances out of the possible 100 we smelled. It’s just insanse how hyped stuff is and it’s just decent or smells like ass 😂. I’m so interested in trying his brand because of how honest and knowledgeable he is in his videos. He just isn’t ooo yeah this is the greatest thing ever etc! He gives real reviews. I also could relate from smelling a good amount of stuff he’s reviewed and definitely could agree! Things he’s loved or really liked I also liked them and bought them. Such as Naxos, Aii, Side effect, Haltane, there’s an Amouage he liked that I bought but can’t recall at the moment what the name is because I have too much and not home. But I’m excited to try his line! Much love everyone ❤️

@DaVincisAlchemyst Год назад

Forward progression is always great! The new presentation looks fantastic, cheers

@stphwlkr Год назад

I had to get a replacement notorious due to the bottle being completely smashed when it arrived with no juice left in it. I wondered how that had happened but it makes sense if the old bottle company quality was inferior. Kudos to ATH and the team, they replaced it immediately with no worries. Thanks guys x

@wsultana8532 Год назад

Whipping through the base 🙂

@tumbleweed2727 Год назад

the bottles look decent 👌. must admit , when I bought smoulder, I opened the cap and collar came off the atomiser and it just dribbled out when I sprayed it. Couldn't be arsed moaning about it at the time . Glad to see the improvements though . onwards and upwards 👍

@FRAGMENTAL Год назад

Ah sorry about that Geoff. Well done for sucking it up!

@cliffordnorton2674 Год назад

This makes sense why Aaron smashes the old bottles with a sledgehammer on his promo video / website landing page - out with the old in with the new ha

@martinpaul444 Год назад

Is there going to be any discovery sets of these new fragrances? I would love to be able to buy a set of testers.

@kuhliloach8842 Год назад

Thanks gents and glad you worked out the sourcing and packaging issues. I've got Aaron's products on my wish list.

@coanwilliams Год назад

This guy is legit. Super knowledgeable, comes of as confident yet humble. Love his takes on popular fragrances and I keep coming to closer to pulling the trigger on a bottle from his own brand. May have to now that’s he’s rebranded

@CFR_YouTube Год назад

Great video fellas! This is super exciting & very well done! The new bottles and boxes look awesome! I agree Chris, this is a blessing in disguise. Can't wait to see what the future holds for ATH!!!

@fich1111 Год назад

Received the haze extreme today and got to say I'm very impressed. Beats some of the penhaligons stuff I've got tbh, the citrus is punchy and upfront and the soft powdery background work really well together.

@xyber81 Год назад

Try wearing Haze and Haze Extreme together. One is top heavy, the other is base heavy.

@deanboman Год назад

I like the bottle look I just find the diamonds on top very tacky but I guess that I am not surprised knowing what the British consumer wants.

@martinpaul444 Год назад

I know what you mean. The overalls bottle, branding and packaging is much improved but the crystals on the top remind me of Armaf which is synonymous with cheap clones.

@deanboman Год назад

@@martinpaul444 yes exactly

@plamenski5244 Год назад

Great to see Aaron continuing his work and adding new twists and items 👍🤘 I'm hoping to order a few things this year from the US

@JustPlainRob Год назад

The only thing I don't like about ATH fragrances is that I never catch them in stock T_T Really hoping we've got some more Hard Candy/Elixer coming!

@SeanMBrown8 Год назад

Buzzing I’ve found Aaron’s brand! Seems like a bloke who knows what a bloke wants to smell like with these descriptions. Definitely will be ordering next pay day🥂

@firesome11 Год назад

Roja said that its best to spray first, lotion next. Does ATH agree with that?

@verdej2057 Год назад

I love his raw cherry but the others I’ve tried haven’t blown me away at all and for £150 for 50ml I need to be blown away. I think people overhype his fragrances because he’s such a cool and interesting guy

@njdenney69 Год назад

Which ones in particular are you referring to? I'm interested as there are a couple from his discovery pack that I'm not keen on either. Some are fantastic though.

@verdej2057 Год назад

@@njdenney69 Don’t like Onyx, boss bastard, supernova is an just another aventus dupe at mega price. Raw cherry is lovely though.

@GarethOwenFilmGOwen Год назад

150 a bottle??

@Frank-DuxVanDamme Год назад

Everything that helps fragnances to project more ... I'm on the train 👍

@n8sfolly Год назад

I really need to try Aaron's work. I watch so much of his content and the content you create with him here. Might be time to satisfy my curiosity with his re-launch!

@hackendan1921 Год назад

Definitely worth it! My favorite house right now! Hard candy, daddy, onyx extreme and blood orange are my favorite but they're all so good!

@pasf4118 Год назад

Absolutely love the line and Aaron, have 3 full bottles + many 10mls can't wait to see an EU supplier so I can stop hearing from customs 🦄🦄

@RicardoZuniga Год назад

I'm a new Aaron fan, been binging your content with him and he seems like a genuine caring person very passionate about the work he does. I want to support him and hopefully I can get my hands on one of his fragrances soon. Where can I buy online for the US? I live in honduras and use a po box when purchasing fragrances

@jamesthurston5289 Год назад

Love the improved bottles

@Jmillz4life Год назад

YES... Aaron back on the channel. Good to see

@louiscarrillo6670 Год назад

heck yeah. was just wearing Carbon today. sunny cool day. the scent radiant clean strong , vibrant. love it!!!!

@Dominari66 Год назад

Just had a look and all sold out, well done 👏

@Socialfritz Год назад

I love how Aaron is so honest and even states brands that screwed up.

@joshkohl852 Год назад

The fast cut at the beginning cracked my ass up…”you excited” yes/cut!

@pauledmonds4141 Год назад

Very bold and brave decision to face the issues that were causing such stress and to rebuild the brand from the bottom up.

@MrBluebilko Год назад

I’ve ordered the Haze body wash and will get the Carbon lotion when it’s back in stock!

@I_will_show_you_monkey Год назад

I you stop on a treadmill you move backwards, if you walk on a treadmill, you stay in the same place, always run Aaron! You deserve everything that you are accomplishing! We are all so proud of you. Thank you for all you do for your customers. It means the world to us!

@dantemartini2345 Год назад

Well done, Aaron. really proud of you and to wear your product. Keep it up.

@CodyCookMusic Год назад

Just picked up Maverick and Onyx Extreme this morning. Very excited to finally get my hands on some ATH

@decipheringfragranceindustry Год назад

How exciting. I hope to explore Aaron's fragrances this year.

@sanneparf Год назад

Great video & insights! Good luck in the next chapter! 🔹

@ajwwnwtw Год назад

Big fan of Aarons work - a great brand - very unique - I made sure I was on line at 8am this morning

@TheManFromUNCLEIllya 11 месяцев назад

My packaging is falling apart when it arrived to me in Australia. A shame because I was so excited to receive his product. Hopefully it’s old stock??

@michaelbullock8011 Год назад

Great video and I enjoyed it and have a blessed day

@MSW-qo3ry Год назад

This was really interesting and helpful, I have Hard Candy Elixir and it’s amazing (plus a second sample of Smoulder in transit! 🙏)

@LazerSparks Год назад

Brilliant, I panicked slightly when I went to Aaron's site earlier in the month and found it with just a countdown.

@G43X Год назад

Damn this rebrand must have been stressful! Can’t wait to smell the new frags.

@jaredfaulkner8390 Год назад

Chris, another informative video, that shirt bro 👌 where did you get it from? I ordered three samples from Aaron's new website yesterday, very much looking forward to delving into his collection. His videos are always honest, informative and well thought out 😃. Keep up the great work guys.

@ryanfreeman4955 Год назад

Aaron is the shiznit, I love his line. I am so excited to try all of the new reformulations and have me some crystal covered caps. Much love Mr. Hughes

@ryanepps771 Год назад

Best brand for me. No question. Zaharoff is up there too

@vodkapops Год назад

Superb comment, totally agree. Zaharoff’s Rosè is amazing

@librajinx84 Год назад

Im on my second 10ml of homme,and I really want to pull the trigger on a 50ml,so hopefully it hasnt been reformulated 'too' much. Im a big Iris fanboy and Homme is just,fantastic.

@James7995 Год назад

I just bought 10ml of the new Homme so we will see.

@mattgardiner8854 Год назад

@@James7995 Was it the same?

@BrunoConfortin Год назад

I bought Carbon a while back and it's sooo goood. My only problem was the bottle, the one with a rubberized/suede finish, the paint near the atomizer keeps coming off. If I close the cap and let it sit, I open up and it's wet (moist?) and black paint comes off. Since I'm in Brazil (hassle to import) and there is no problem with the fragrance itself, I never complained xD hopefully that new bottle and atomizer fixes that issue completely. My next purchases are probably Daddy and Hard Candy. Superb fragrances.

@maggspaine5419 Год назад

My fav was gardenenia blanc,glad I stocked up on bottles of that,boss bastard is great too,can't wait to try more of Aarons beautiful fragrances

@louisefisher9959 Год назад

I stocked up too on Goddess/Gardenia blanc. So beautiful.

@maggspaine5419 Год назад

@@louisefisher9959 and it lasts a long time too,my fav of all time lol

@martinemms8174 Год назад

Can't wait to get my hands on a new style bottle

@darrenl8515 Год назад

Everything looks great! Any chance on a discovery set with all the new reformulations?

@ericgeneric135 Год назад

I really need to try some of ATH's fragrances! Love his channel.

@hummatmaharramov9548 Год назад

I love Aaron's works but even in Germany it is kinda difficult to get these without paying extra money

@lvcheather Год назад

Amazing rebrand Aaron!! Would of loved if in this vid you could of smelt some of the most popular frags like tabac, daddy and homme. I’m scared shi*less that they have been reformulated

@y00bz Год назад

Saw he said in comments that they haven't changed

@TexanUSMC8089 Год назад

I bought Legend, Ozone, and Oddysey about a week ago. All three are great. Well done and smell like nothing else I have smelled. I'm a little worried about buying something that I've never smelled before. I ordered a fragrance from a different company, that I won't name here, and it smelled like kerosene or lighter fluid. It was really bad. I was very happy with the ATH fragrances.

@cayetano6547 Год назад

It's unreal how irresponsible some companies are. Hard to wrap my brain around that.

@Chris-de2qc Год назад

He doesn't buy the same volumes as big companies so they just ignore him unfortunately

@cayetano6547 Год назад

@Chris that's no excuse. A client is a client and a contract is a contract. I don't care how big or small your company is. You should have pride about fulfilling your duties and providing excellent service. I can't stand that crap.

@Mitchcraft. Год назад

@@cayetano6547 Does anyone know if there were problems at Firmenich causing this? Are they a popular resource that were struggling with fulfilling orders?

@richjback Год назад

Must be quite risky releasing so many new fragrances at once, given people don’t know how the new ones smell yet

@James7995 Год назад

It’s a huge risk for sure and requires a lot of trust. I’ve been happy enough with ATH in the past that I trust him so I just dropped a bit a coin. But I can only imagine what Aaron is going through right now.

@richjback Год назад

@@James7995 me too, and I hope to sample more of the new ones before splashing more cash

@PappyMcPoyle-vj4vt Год назад

I feel like a bunch of scalpers have hopped on buying his fragrances. Seeing them selling for 2x-3x the price on resale sites while ATH is sold out right now.

@joeschmidt6597 Год назад

@@PappyMcPoyle-vj4vt which I never understood because ppl can wait 30 days to buy them at regular price lol. MaxAroma had a BOGO at the end of December until Jan 15. You could have got for example, Guapo and one of the haze’s for $150 free shipping and no tax for US customers. Then apply 15% first time discount and you could have got 2 of his $145-$160 bottles for $125-$135 or any 2 of legend, maverick, boss bastard, neon, carbon, slut for $90-$100.

@alexrosca2658 Год назад

I love that Aaron is transparent with his reformulation reasonings. Unlike him, most reformulations with perfumes go by silently and it doesn't give me a good impression of the company.

@Mitchcraft. Год назад

What was the problem with Firmenich exactly? Why did they start limiting products, does anyone know?

@ft7234 Год назад

I'm glad that I stocked on the older style bottles...

@BT_Gaming_Clips Год назад

$50 shipping to the US is tough

@MatteBlack2024 Год назад

Aaron is getting live from frag content creators. This is the third I’ve heard of him in 3 days. That’s great and I wish him the best!

@stevennicholson2445 Год назад

Ozone and legend sound appealing to me.. Especially for going on holiday.. Love creed VIW and hope ozone has a similar vibe

@smartfart9003 Год назад

So glad he called out the company publicly. I think his audience knows it's highly unlikely he would be dishonest about what he experienced and people need to know. I can't stand unethical businesses.

@porousdumasia3256 Год назад

Enjoyed this video. Will surely get the fixative. Do they ship to NZ

@James7995 Год назад

Well I just bought a bunch of 10ml, the body wash, the fake and odyssey. Can’t wait!!!

@hawjfamily321 Год назад

Why can't we get his fragrances in the US

@FRAGMENTAL Год назад

Max Aroma 👍🏻

@jhonayo4887 Год назад

Illed the older bottle desighns it looked so sleek and simple

@hirpus2986 Год назад

Great video! And i LOVE Aaron's t-shirt! :D

@Mojo8 Год назад

Great video , I really like ATH fragrances, I own Tabac my favorite, Boss Bastard, Onyx, Oud ,& Daddy . My only complaint with the bottles it is very hard to see the juice level. How are these bottles compared to the original ? Cheers Mate 😎

@FRAGMENTAL Год назад

They look more sophisticated 👌🏻

@rickboling5963 Год назад

Such a good human. Good luck, great work, even better person. Chris you're cool too lol.

@hworth3 Год назад

Love this. Will be purchasing Ozone.

@joeS163 Год назад

Made sure to stock up on old Neon before the online store closed down... it’s my everyday signature fragrance. I’ve never really seen it as a “clubbing” scent, it’s super clean, projecting, and mass appealing. Made my order today for new Slut, Notorious and Neon. I’m looking forward to seeing how the new formulation smells, and potentially layering them both.

@firefighteremt25 Год назад

Which one are you liking the most? Thanks!

@joeS163 Год назад

@@firefighteremt25 old neon, I wore the new one twice then sold on eBay. No performance and the quality just isn’t there. I’ve sold 3 new formulations for that reason, it’s really disappointing cause the old stuff lasts an eternity.

@firefighteremt25 Год назад

@@joeS163 appreciate the response, man! That sucks. I’ve got too many of these on the way haha Blind buys too. I should know better.

@joeS163 Год назад

@@firefighteremt25 the stuff he’s not reformulated is still good, raw cherry and oud are still beasts, but the new formulations just aren’t that good imo, seeing a lot people selling them on eBay.

@michelboudreau3801 Год назад

That paisley shirt is low key fire

@Sup3riorr Год назад

would love these new bottles in matte or even frosted kind of glas, high gloss sticks fingerprints. And plz have refills you will save you own money and ours :D

@bullboykennels Год назад

ordered me that ONYX EXTREME, wanna see what the rose is like on that.

@louisefisher9959 Год назад

Look forward to trying Hard Candy & Elixir together 🦄

@1manairband Год назад

Oxytocin was always my favorite will this make the list?

@samalam98 Год назад

Love the t-shirt Aaron😆

@O.A_Bones Год назад

Have smoulder can’t wait for the elixir

@Dee-dw8uo Год назад

Carbon body lotion already sold out even before the image got uploaded 🤯

@Dee-dw8uo Год назад

And shipping EU is not working on the website…

@briantaylor9578 Год назад

Fabulous perfumer who creates fabulous fragrances.

@louiscarrillo6670 Год назад

omg. just went there . EVERYTHING is sold out . wow .

@Dan_Gleeballs Год назад

Everything is sold out 😢😢. Would love to buy something from him.

@tonymarinelli7304 Год назад

Everything looks great! I’ve been wanting to try his fragrances for the longest time however, there’s only one vendor in the states that carries it from what I know of and you have to buy $100 sample set, I do not want to do that, I want to be able to order specific frag samples

@BT-ld4wi Год назад

Maxaroma had a few bottles and samples in stock yesterday (2022 line). I picked up a bottle of the limited (and discontinued) "Smoulder" that was a collab between these two right here.

@tonymarinelli7304 Год назад

@@BT-ld4wi Thank you, I’m actually on their site as we speak. Now that he has a new formulation how are we going to know if we’re getting old stock or new stock? This is the type of crap that drives me nuts. Max aroma doesn’t look like they’re going to change their graphics reflecting the new bottles

@vodkapops Год назад

Why don’t you buy the discovery set for $100, try them all and then sell the discovery set on eBay for like $80 and someone else can try them all. There’s around 20 sprays in a 2ml tester, that’s what I did anyway. Wrote down the names of all of them and scored them out of 10, then went shopping 👌🎉

@BT-ld4wi Год назад

@@tonymarinelli7304 someone commented a few slots down that they spoke to maxaroma earlier today and were told that they should be receiving the new batches within a few weeks 🤞

@BT-ld4wi Год назад

@vodkapops I'd definitely be interested in the discovery set

@nacmydna Год назад

I'm definitely going to get at least one of Aaron's fragrances 👍

@billyknippers6983 Год назад

56 dollars shipping yeah i dont think so

@dumitrupreda6161 Год назад

Seems like big massive improvements more likely for the asking price not like a while ago when most were overpriced Also Animalx or whatever was the name totally failure as base/enhancement/booster fragrance …people should have their money back or at least 50% discount from any fragrance they pick

@ashleylala4293 Год назад

THANK YOU for calling out this Ably company BY NAME. I think there are too many predatory business practices going on these days because they’re never held accountable and they just get away with it. My sister and her husband have started a new supplement company and they encountered a similar situation where they turned over the raw materials to be processed and packaged by a company that completely failed in many ways. I don’t know the name but again there was no taking accountability or apologizing for their errors. I don’t understand why there is so much lawlessness going on these days. People used to care about ethics and integrity but not anymore. That’s what I love about Aaron actually, he’s honest. That’s unfortunately rare right now.

@Mitchcraft. Год назад

Do you know the reason he stopped using Firmenich for the ingredients? I am trying to understand what happened there? I know he says they were limiting resources but was there a problem with the company that they were actually doing that?

@zergenzerg6853 Год назад

Wow thats a classy bottle fuck. His marketing is nicely done. Small batch, high classy looking design, unique formulations. He knows how to do perfumery on the business side.

@HigherScents Год назад

Ordered the new Hard candy Elixir and have huge expectations! Good luck with the launch lad.

@maggspaine5419 Год назад

Just ordered that,what do you think about it ?

@HigherScents Год назад

@Maggs Paine underwhelmed. Doesn't smell anything like Hard Candy imo. It's very pleasant, sweet vanilla, chocolately, slightly dark and is a very nice scent BUT... Compared to HC the projection is average, longevity is poor, after 4 hours it's a skin scent using 4 to 5 sprays and the oud barely detectable. For a 30% parfum I expected much more. Please let me know what you think of it. Maybe I was expecting too much.

@maggspaine5419 Год назад

@Paul Haswell aww what a shame,as it is an elixer I was hoping for ultra longevity,thanks for your reply

@HigherScents Год назад

@@maggspaine5419 so was I, exactly what I wanted tbh.