The 54th annual meeting of the American Society of Perfumers on June 2 included a discussion between seven panelists about the future of fine fragrance. Questions included the following:
“How public should perfumers be? How technical can fragrance companies be in their marketing? Can and should consumers be introduced to the molecules and other nuts and bolts of scents? Will that create more consumer interest or will it ruin the magic of fragrance?”
The industry is changing, partly because information is so easily shared online via blogs and boards. I think there’s room for both the poetic side and the technical side when conveying information about perfumes and trying to describe them. As long as the information is available, fragrance lovers can choose for themselves how much they want to delve into the technical side, so why limit the info when people can simply ignore it if they aren’t interested? I assume blog readers enjoy hearing a little bit about the ingredients, both natural and synthetic, that go into scents.
Sounds like the discussion focused on how much technical background information to incorporate from an advertising and sales perspective. Hope they’ll find some middle ground between listing chemical names and listing some of the goofy fantasy accords you see these days for the notes in perfumes.
More on the annual meeting here: