With Olaseinde Olusola, you must expect the unexpected. In an unprecedented campaign to drive awareness to artistic fragrance, the retailer is celebrating his birthday by giving away at least one fragrance a day for a year. This initiative sets him on his way to becoming the biggest fragrance retailer not only in Nigeria but in Africa.

In this in-depth interview, Christian Provenzano sheds light on the craft of perfumer while talking about where he finds his inspiration and the responsibility he feels towards today’s consumer. Find out why he loves living in Dubai as well as his views on the Middle Eastern perfumery market.

Escape with the author to India to visit jasmine fields and learn the lore behind the ingredient as well as the floriculture that’s driving the country to play a bigger role in the fragrance industry for raw materials. An interesting behind the scenes visit to a country which captures the senses in so many ways.

We know scent has the power to evoke memories and to stir emotions but now it may also enhance our shopping experience. As retailers look for new ways to drive the public into the store, scent is playing a key role.

Michael Edwards newest tome, American Legends, takes us behind the scenes of the inception and creation of 40 well-known American fragrances. Thanks to a lifetime labor of love and an archive of priceless interviews, Edwards tells the story of each fragrance through the words of the people, the perfumers, the bottle designers and the retailers who made it all happen. A must have for any perfume lover.

Harrod’s is shaking off traditional retail to bring beauty to the people by way of a mobile pop-up. The double-decker pink bus brings beauty experiences directly to consumers and it’s resonating big-time with young consumers. The experiential roadshow, which crosses fragrance, beauty and skincare categories, is hitting key UK cities, imparting knowledge and entertainment in its wake.

Since well-being has become the hot topic of the decade, it’s no surprise that the link between scent and mood is driving a boom in fragrance sales. Gen Z is the big spender, creating fragrance wardrobes to complement the moods they experience. Analysts see no end to the growth, the challenge is for brands to engage with these young consumers creating emotional connections for long-term Loyalty.

According to a survey by Euromonitor results indicate the strong performance of premium fragrance sales will continue into the future. In this overview, see statistics on regional usage around the world plus a deeper dive into consumer habits and expectations in Western Europe.