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The Science and Opportunities of Modern Fragrance

By: Stephen Weller, IFRA
Posted: May 12, 2009
IFRA Seminar

IFRA Seminar Audience

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McRitchie also pointed out that one of the most enduring fragrances used by household good businesses was lavender.

“A perfume that’s very well liked and appropriate can have a huge effect on the appeal of a product to consumers,” he said. “Perfumes with a lavender dimension to their character have been highly successful in providing consumers with a freshness that is perceived as relaxing. Lavender’s popularity was proven with the launch a lavender version of Bold detergent, which rapidly became the largest variant of the brand.”

New developments in fragrance technology can also help dealing with common malodors by either masking them or chemically reacting with them to produce malodorless byproducts, McRitchie further explained.

L’Academie du Nez?

Perfumer Christophe Laudamiel of Aeosphere gave an impassioned plea for the industry to set up an academy to improve the fragrance industry’s image and to put the creation of fragrances on a par with the high arts, such as music and painting. He also explained that through education the nose could become just as important as the eyes and ears to our understanding of the world.

“There are 347 receptors in the nose and only four in our eyes,” he said. “An academy of perfumery would encourage an understanding of what the industry does and improve our standing in government, scientific and artistic circles.”

He also pointed out that the sense of smell could help stimulate the brain with education at all levels from primary to post-graduate. As part of his campaign to better the image of the fragrance industry Laudamiel has helped set up the Education Initiative at the New York-based Fragrance Foundation. The foundation also visits schools, “to encourage children to explore the world with their noses as well as their eyes and ears,” he said.

“We use education kits that include scratch and sniff hand-outs, which the children like a lot.”

Origins of Olfactive Liking