What constitutes the ideal retail partner for fragrance brands? The role has evolved far beyond putting together a great assortment, having great staff and doing a few events. The path to discovery has also changed, becoming more viral than ever. Consequently, is the ideal shopkeeper a combo of merchant and media manager? An interesting article.

Istituto Marangoni Firenze has partnered with Vranjes Firenze for three years to create new educational opportunities in fragrances and cosmetics, including workshops, industry talks, and real-world projects. The initiative will also offer a co-branded scholarship and give students hands-on experience in fragrance creation and strategy, reflecting the rising importance of sensory design in luxury industries.

Have you ever thought that a brand’s history can actually help drive sales? Here’s a story of a big American brand that has been forgotten with a warning on why it’s important to preserve history plus a short list of actions that can be implemented to drive momentum and category growth.

This year marks the tenth anniversary of fragrance collaboration between designer Marc-Antoine Barrois and Quentin Bisch. With a vision based in slow perfumery, the house boasts just five perfumes, 2 extraits and 3 candles, including the internationally successful Ganymede and bestseller Tilia. The designer shares his vision for the future on the eve of opening a US boutique.

Perfume and olfactory culture will be center stage at this week’s Paris Perfume Week. Bringing together B2B and B2C communities, it’s a moment for the industry and the public to gather in a venue that positions perfume as more than a product. The event goes citywide as almost 30 locations outside of the show host installations, experiences and workshops.

How many times have you heard that the cost of making a fragrance is a fraction of the retail price? When perfumers work on artisan and masstige brands, where is art and where are they just churning out launches? So what justifies lofty prices? A thought-provoking opinion piece on the conundrum of perfume pricing.