WORLD PERFUMERY CONGRESS

With David Apel, a fragrance hero. Designer of Tom Ford, Black Orchid

In June, I was in Europe to discover the Future of Fragrance at the World Perfumery Congress in Nice, France. Here are 5 things I discovered on my trip to the heart of the industry.

  1. Handcrafted is the new luxury movement - having your own personal scent is a new subtle form of exclusivity.
  2. The new ‘it’ raw fragrance materials are Sustainable, Renewable and Natural ingredients. There’s a number of new beautiful complex materials to discover such as Oakwood, Geranium Bourbon, Lavandin Absolute, Pepper Sichuan Absolute CO2 extract, Four Corners, and Gnidia Flower.
  3. Fragrance & Flavour - Master Perfumer Jean Claude Ellena’s spontaneous conversation about the diversity of peppers with top chef Olivier Roellinger’s led to him to distill Timut Pepper oil. This era of experimentation and collaboration will lead the next generation of designers from flower to fragrance, seed to scent, plant to perfume etc.
  4. The Aura of Aroma - seemingly superstitious during attempts to fight the plague in 1347 it was incredible to learn how how Carlos Benaim (IFF) and others have been applying the work of Dr. Broja Mookerjee, studying the aura of aroma and perfume construction to create fragrance with memorable sillage (a scent trail that lasts and is recognisable). In terms of techniques, advances in the understanding of scent perception as well as the development of non-linear modeling methods (AI), may allow us to better predict fragrance behaviour (impact, diffusion, tenacity, volume). We just hope science doesn't take the mystery away from the alchemy of fragrance design.
  5. Macro-cultural trends influence global olfactory experiences. Interesting shifts, desires and scent remedies that show how scent can play a part in wellbeing and healing the mind-body at a collective level.
Definitive Shift Corresponding Desire Scent Remedy
Terrorist Attacks Comfort and Familiarity Vanilla / Gourmand
Communication proliferation (smart phones) Boundaries and Mindfulness Lavender
Political upsets Reassurance & Authentic sweetness Manuka Honey
Human right victories Individuality and cultural exposure Yuzu, Ginger, Tumeric
Crises and scandals Transparency & Purity White Strawberry
Non Toxicity (J&J Baby powder) Safety & Tried and True Ginger, Lemongrass, Lavender, Rose

The trip convinced me that Australasia has an opportunity to contribute to the world of perfumery. With a growing Asian market, we are perfectly positioned to innovate simply in brand and formulation, in addition to reducing impact on the environment. With our progressive stance to gender equality we can set the tone for empowerment and become leaders in an accelerating premium unisex fragrance market. Finally, we’re young in terms of our cultivation and supply of native botanicals with therapeutic value.

As a New Zealand startup, Perfume Playground is excited to be living the trends talked about on the international stage. Both ethical and empowering, with a focus on Naturals we interpret your brands essence using Scent, Soul and Science into fragrance that invigorates your retail store, home or body with wellbeing. If you’d like to give a gift to yourself or a loved one you can take your opportunity to build a Natural Fragrance yourself at our Sensory Clubs held in Auckland, Wellington, Melbourne and Sydney.