The pyramidal structure of a fragrance is a simple, clear and intuitive method to explain the composition of a perfume and the arrangement of its raw materials. However, it should not be understood as something strictly binding and limiting: a perfume is much more than the mathematical sum of its components.

By olfactory marketing we mean the practice of associating a brand and its representative place or physical stores or a particular environment with a new perfume that is its unequivocal olfactory signature. It is a sometimes onerous choice but fundamental for the positive results it can cause in terms of engagement, conversions, customer loyalty ...

Finding your own olfactory signature is difficult and takes time. It must satisfy us fully, represent our personality, be unique and create an harmonious whole with our person. Let's read the point of view of Emma J Leah, Master Perfumer at independent Gold Coast perfume house Fleurage

Photography is able to arouse thoughts, emotions, memories, desires; in the same way, a perfume can make us travel to exotic lands, bring to mind loved places and people or make us come into close contact with our interiority. What's better than combining a fragrance with photographs? Society of Scent has selected five fragrances from its SO SCENT collection to combine them with photo books by Damiani editore.

Due to the recent racist events that have sparked a strong wave of protests and indignation, some important brands have decided to take concrete action to avoid causing further dissension: Johnson & Johnson, for example, has decided to remove from the market those products that were going to change the complexion of the skin by whitening it.

Perfumes have the great power to arouse emotions by evoking memories and fragments of life and allowing us to relive them by smelling a specific fragrance. There are scents that remind us of a precise moment in our life, others that remind us of a specific place and still others that we eagerly search for in order to make imaginary journeys. These are, for example, those perfumes which, thanks to a specific note or ingredient, remind us of a particular country ...

According to an international marketing survey, signs bode well for Christmas shopping of beauty and personal care products.

Calling all creatives, the French Society of Perfumers has opened submissions for their 2021 award with a theme devoted to Ylang Ylang.

Firmenich is launching a new website entitled Re|Generation for global collaboration on the challenges that face us all.