|Givaudan perfumer, Irina Burlakova|
Because they spend less on marketing than their competitors, they emphasize storytelling.
For instance, the story behind the brand's Be Delicious by DKNY was "take a bite out of life," and the scent is infused with the first natural extraction of apple.
"Fragrance is a beautiful craft," adds Gabai-Pinksy. "[We're] trying to bring back that magic and bring back education to the consumer."
- Keeping perfume in the refrigerator will help it last 2 to 3 years
- When fragrance is exposed to heat and light it gets oxidized, so darker bottles protect perfumes.
- African-American women tend to like bold floral and Oriental scents.
- Latina women tend to like fruit and bolder floral notes.
- Asian women tend to like lighter, more subtle notes.
- Germans gravitate towards vanilla notes.
- Italian and Spanish women like citrus notes.
|Me (left) and the Fabulous Report's Lorna Solano (right)|
Similarly, during Queen Elizabeth's reign she had public spaces scented with fragrance to mask the stench of her people.
The birth of contemporary fragrance came with the launch of Chanel No. 5 in 1921; the creation of Miss Dior in 1947 became the link between fragrance and fashion; and in 1953, Estee Lauder's scent Youth Dew "became an intrinsic part of American culture."
The second half of the day was spent touring Givaudan's New York City office. The company has a prestigious perfumery school and develops 130 of the world's more cherished perfumes in addition to laundry care and household fragrances. In Givaudan's experimental lab, a robotic assembly line called "Roxanne" is loaded with 300 of the most commonly used materials and does 2,000 - 3,000 pours a day. Givaudan's lab completed 42,000 trials of perfume in 2010.