What matters is inside

The role of the creative director is critical and very demanding

It may not be redundant to stress that a project becomes a perfume brand IF it presents a characteristic personality and values that we associate with the fragrance in the bottle.

No matter how eagerly I try, I often fail to connect the idea or story with what I smell.

Consequently, perfumes from different brands smell – let’s put it mildly – very alike.

Sensibility for scents, ideas, and love is the key essences that infuse creations with depth and significance.

Without these elements, even the most technically perfect product might lack a genuine connection with its audience.

It’s nice when the brand wants us to explore the fragrance in the bottle

The creative director and owner of a brand new brand that launched a collection of 15 perfumes in heavy and expensive bottles can only repeat what is already written on his website.

Nevertheless, he did not remember them. Instead, he read the notes from the counter.

After an extensive description of the bottles, caps and boxes, he says: “We are young, so we don’t have samples.”
I guess he expects me to remember the compositions of his perfumes once I return home after smelling about a hundred other perfumes in three days.

With the charming smile of a merchant, he offered me an illustrated catalogue, about 20 pages on glossy, heavy paper, instead of a sample.

Yeah, I got the message.

“I am the perfumer”

Meaningful relations are grown out of trust and understanding:

Honestly, I am glad that you are a perfumer.

But, being a perfumer, it isn’t such a big deal if a perfumer struggles to answer the simple question: “Where/who compounded the fragrance?”, or: “Who actually wrote the formula?”

One of the frequent answers is: “A big factory from Grasse.” Unnamed, of course.

Or briefly and sharply: “They are made in France”, so maybe I might not dare to ask another question.

Once again, the role of the creative director is vital. Be that.

Or, you can be an entrepreneur—the owner or investor, proud of choosing the right people, including the perfumer, to invent the concept, design and produce the perfume, and finally present it.

And the Oscar goes to: “Everywhere across Europe and the US.”

Respect other noses

The respect for other people’s noses marks the beginning of what may become a beautiful friendship.

A few brand representatives sprayed the blotter right in front of my face, about 20 centimetres from my nose.
This is not how it should be done. Never, and not even then.

Also, I was quite impressed by another brand representative, who delivered me a sprayed blotters almost with the speed of cruopier.
That is also not how it should be done. Pritty please.

I’ll draw the line right here.