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IFF senior perfumer Christophe Laudamiel's goal for the public can be summed up in three words: "education, education, education." In comments delivered at last week's GCI magazine Fragrance Business event, Laudamiel underscored the need to expose the public to fragrance not only to quell fears of synthetic materials, but to highlight the exhilarating art of perfumery to recapture some of the lost magic and fascination. He also defended controversial and experimental niche projects, believing that despite little direct financial payoff, they help drive the category. "You need that to make it even more interesting and exciting."
Meanwhile, Rachel Herz of Brown University discussed the merits of aromachology and some of the science that has taken scent benefits from the anecdotal to the quantifiable. Herz presented several literature results in the arena, including a paper that examined the effects of peppermint odor on sleep. Interestingly, half of the subjects rated the peppermint as sedating, which contradicts peppermint's typical interpretation as refreshing.
During an awards luncheon, Rochelle Bloom, president of the Fragrance Foundation, discussed "What is Right About the Fragrance Industry." In closing, she read her favorite excerpt from a group of essays by children regarding the question: what does love mean to you? "Love is when a girl puts on perfume and a boy puts on shaving cologne and they go out and smell each other."
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