Although smells are invisible, elusive and difficult to express, the public is increasingly open to view art as an experience. Olfactory art is hot. And one of the leading ‘scent artists’ happens to be Belgian and willing to give me a tour in his studio. A tour in the studio of olfactory artist Peter de […]
Perfumer Cécile Zarokian and Amouage are a match made in heaven
It’s a drizzly autumn day, when perfumer Cécile Zarokian visits niche perfumeries in Antwerp. That evening, she gives a talk for clients of Necessities. In between perfumery visits, I meet her for a coffee. A beautiful, elegant woman who was destined to follow in her father’s footsteps as a doctor. But luckily she discovered the […]
The COVID-19 effect on beauty explained in 6 trends
Extraordinary times like a pandemic and local lockdowns reshuffle everything. For beauty brands that means: a suitable offer, e-commerce, high-tech tools, connecting with customers and remaining relevant to them by speaking up and giving back. If anything, the pandemic worked as an accelerator for trends that were already there. Let’s discuss 6 remarkable changes in the […]
A plea for a perfume etiquette
Fragrances have increasingly become a marketing tool. They are omnipresent and that is not a blessing for everyone. That’s why you might want to take a perfume etiquette into account. Everyone smells different Oversensitivity to smells is something very personal. Just as one is more likely to suffer from sound or light, fragrances are also […]
Twilly d’Hermès gives creamy tuberose an original twist
Tuberose is not your average flower. It has a heady, intoxicating aroma with an allegedly erotic power. In the Renaissance respectable young ladies were forbidden to walk in gardens with tuberoses. It is not demure and has a loud personality. Just smell Giorgio Beverly Hills and Dior Poison, two icons of the eighties that feature […]
About the signature style of perfumer Jean-Claude Ellena
After a career of almost half a century, Jean-Claude Ellena retired 3 years ago. Ellena practically grew up in the jasmine fields, where his grandmother picked the flowers. While working as a teenager in a factory where essential oils were made, he learned about other ingredients. He literally breathed their aromas while processing them. That […]