L'Homme L'Intense Yves Saint Laurent 2013

The concept of homeopathy:

Do you have liver problems? Then take a liver poison, dilute it until practically no active ingredient is left, and take it. That helps with your complaints!

That's probably what the guys at L'Oreal thought too. Although Anne Flipo and Dominique Ropion are both master perfumers who understand their craft, you can tell they were extremely pressured by the marketing department here.

A more intense and longer-lasting L'Homme, similar to how Acqua Di Gio Essenza represents Acqua Di Gio - that would have been really cool.
But instead, you get a diluted 1Million. And who is that for? For people who find 1Million too strong. It's clear that this doesn't even close a market gap; there are now numerous fragrances that are more or less a copy of 1Million, like Versace Eros, Davidoff The Game, even Paco Rabanne himself sells a similar concept with Invictus in a new guise (although I can smell a nice fruity-citrusy accord here that I like, it reminds me of the old AXE Pulse and Biotherm Homme Force).

So, to summarize: take a perfume that is silly, dilute it until it is harmless, call it PARFUM INTENSE, and launch it on the market.

Soon, L'Oreal will find itself on the same low level as Procter & Gamble. Very unfortunate. And another unnecessary release for 2013.