Ricky Allen asks four leading perfumers what fragrance means to them and why it is an important part of their daily routine.
Coco Chanel summed it up best when she said, ‘No elegance is possible without perfume. It is the unseen, unforgettable, ultimate accessory.’
Fragrance has always been an integral part of my life; it’s an extension of my identity and a reflection of how I’m feeling. Perfume is ‘liquid emotion’, master perfumer Michael Edwards once said.
I decided to speak to a broad selection of people in the fragrance industry to better understand the power of perfume.
Clayton Ilolahia, Communications & Evaluation Consultant at the esteemed Fragrances of the World, led by world-renowned master perfumer Michael Edwards, says working in the perfume industry makes him more aware of the smells around him, both in perfumery and nature.
‘Most of the molecules found in perfumes are also found in nature,’he explains. ‘Smell is an important sense, with links to memory, emotion and taste, but it is certainly undervalued. Most of us grow up with little appreciation of perfume and its true value, yet we are exposed to it every day through nature, laundry detergents, soap, cosmetics, etc.’
I next sought out Michael Marzano, National Education Manager for Agence de Parfum, one of the largest niche luxury fragrance distribution companies in the world, led by the ‘Prince of Perfume’ Nick Smart.
‘Each perfume has its own identity and story,’ says Marzano. ‘Fragrance is part of your beauty identity and is something utterly unique to you; fragrance smells differently on each person. It leaves a lasting impression and ultimately expresses your individual personality more than any accessory or outfit.
‘Fragrance is also the ultimate gift to give your loved ones. It expresses the intimate connection between the giver and receiver and the emotional intimacy that comes with it.’
‘Smell is closely linked to memory and experience. It not only transports the wearer, but the beholder as well,’ he adds. ‘It speaks volumes and reveals an inner personality that is often not discernible at face value.’
Marzano says we all have a unique odour that is enhanced by fragrance, so understanding your individual responses to certain raw materials is fundamental when selecting
a fragrance.
My next fragrance expert was David Whyte, Training Manager at luxury goods and fragrance company Puig. ‘Fragrance has been around for as long as we have records, and has always been steeped in ritual,’ he says.
The first recorded use of perfume for human use is traced to Ancient Egypt. Egyptians hung perfumed clay receptacles around their necks to keep away illness and as tools of seduction. Common scents included thyme, lavender, rose, myrrh and cinnamon. Perfumes were also important in the mummification process, with cedarwood being an important part of the embalming process.
‘Today, we still use perfume as ritual,’ says Whyte, ‘to give us confidence, to please the people around us and to refresh and enliven the senses through the day. Fragrance affects our mood, the situation we are in and even the people around us.’
Fragrance can transport us to a better place – during the Covid lockdowns, perfume sales increased exponentially, offering an affordable luxury to brighten the bleakness for both ourselves and as gifts for others.
Natalija Hallert, National Trainer for Cosmax Prestige Brands, one of the largest distributers of fragrance in Australia, says just as clothing and makeup can reflect an individual’s personality, fragrance serves as the olfactory counterpart, leaving a lasting impression as well as creating a memorable aura.
‘Fragrance has a unique ability to connect to cherished memories, bringing them vividly to life. Certain scents can transport me to specific moments in my life, triggering a flood of nostalgia and emotions – whether it is a scent from my travels, the perfume my grandmother used to wear or the scent of a particular flower from my childhood. This emotional connection makes fragrance more than just a sensory experience; it is a deeply personal and meaningful part of my life,’ she shares.
And my own take on fragrance? To live fully, use fragrance everywhere. Use it in your bath, on your hair and in your home and office. Fragrance is an uplifting experiential product that deserves pride of place in every beauty routine. CBM
