Summer Series Part 3: Staying “true to family” proves a winning formula when choosing fragrance

Karatta Beach, Robe

Karatta Beach, Robe

Welcome to Perfume Polytechnic’s Summer Series. I’m taking a break over part of the summer from writing new posts, but instead of stopping publishing altogether, I want to share with you some of my favourite posts from previous years. I hope you enjoy reading them; you may even come across something you missed the first time round!

Today I’m sharing a post from last year that – if I may be so bold – I think deserves a bit more attention. Sometimes some of my more interesting posts seem to slip under the radar, and this is one of them. In this post, I discuss an article by researcher and fragrance consultant Laura Donna, published in Perfumer & Flavorist Magazine in February 2012. Donna’s research shows that Michael Edwards’ (Fragrances of the World) method of selecting/suggesting scent for a customer, based on choosing fragrances from similar categories to the shopper’s favourite scents, results in more successful outcomes than when suggesting scents based on the latest fragrance advertising.

Also relevant to this discussion of perfume advertising and its merits and failings is the scathingly hilarious article by Ashley Davies, Smells Like Pure Bullshit. It’s a funny read if you’re as embarrassed by fragrance advertising as I am. Ashley quips:

Whenever I watch a perfume ad I get thoroughly lost. Not in an intoxicating reverie of romance, passion and fantasy, but puzzling over what the jolly old heck the people behind these commercials think about women.

The briefing sessions between the clients and the ad agencies must go something like this:

Agency guy: “So, what are you hoping to achieve here?”

Client: “I don’t really care, as long as a stunning woman looks like she’s been lobotomised – or at the very least has been sprinkling horse meds in the Nutribullet.”

Agency guy, nodding, steepling fingers: “Yar, yar. I hear you, yar. You’ll be wanting her to behave like a spoilt little girl who craves all the drama, yar, despite this being a product targeted at adults, yar?”

Client makes a gun shape with his finger: “Correctamundo.”

Also good for laughs is Fry and Laurie’s mock fragrance advertisement “Pretension”. If you haven’t seen it, do have a watch. It’s a great send-up of modern perfume ads.

Without any further ado or additional discussion, here’s the article…

Continue reading


Staying “true to family” proves a winning formula when choosing fragrance


Advertisement for Guerlain’s Shalimar featuring Natalia Vodianova

When it comes to commercial fragrance marketing, I like to think of myself as impervious to it (haha), and hope that I wouldn’t allow it to influence my decision to buy a fragrance. Commercial perfume marketing, to me, panders to the most clichéd and stereotyped notions of gender, race, age, class and sexuality, and most of the time puts me off trying a fragrance, rather than attracting me towards it! I find myself having to ignore such marketing, whether it’s the writhing of model Natalia Vodianova in a warm pool of water, almost naked, in a publicity video for my beloved Shalimar, or a celebrity like Kim Kardashian, who I have little respect for, advertising her latest “celebuscent”. I find such marketing embarrassing, and I’m no prude. The one advertisement that did capture my attention was the Brad Pitt campaign for Chanel no. 5. I was fascinated that a man (albeit a rather pretty one) was advertising one of the most famous women’s scents, and this intrigued me; the ad played with notions of gender and gained a lot of attention for it. Nevertheless, generally speaking, I dislike commercial fragrance advertising, while at the same time also understanding that I am probably unusual in my dislike of it and inability to be swayed by all the lifestyle promises contained within such advertisements.

Brad Pitt advertising Chanel no. 5

Brad Pitt advertising Chanel no. 5

And yet it seems that purveyors of fragrances still use such marketing, with its suggestiveness of a perfect lifestyle, with its dramatic moodiness and emoting, with its pretty imagery and lovely bottles, as the main tool to sell fragrances. However, contrary to this belief that such marketing results in great sales and more importantly, lasting satisfaction with the perfume purchased, researcher and fragrance consultant Laura Donna has proven that women actually prefer to purchase and wear fragrances based on previous favourites regardless of marketing, and that these fragrances usually fall within the same fragrance categories. Donna’s research (published in Perfumer & Flavorist Magazine, February 2012) suggests that perfume retailers would be best to ignore lifestyle marketing and trends, as well as in-store gadgets sometimes used to guide fragrance purchases, and instead rely on suggesting new fragrances based on preferences and the fragrance families that customers’ favourites come from. Michael Edwards’ Fragrances of The World, a publication that is produced yearly, and which includes most commercial fragrance releases, sorting them by scent family (Chypre, Oriental, Floral, etc.) and into sub-families, is the perfect tool to help retailers guide buyers towards satisfactory purchases. Laura Donna argues that there is no substitute for smelling a fragrance and that no amount of marketing or gadgetry can replace the olfactory experience of actually trying a fragrance in store or at home.

An anecdote of my most recent perfume purchase supports Donna’s theory that customers tend to buy fragrances that are similar to favourite, previous purchases. Last week I visited one of the most exclusive and best stocked niche fragrance boutiques in Melbourne. I was interested in trying Anima Dulcis by Arquiste, and also in checking out the mid-year sale stock. I expressed an interest in trying Baghari by Robert Piguet, and the store owner suggested I also try a couple of other fragrances that were similar to Baghari at the same time. One in particular caught my attention and really took hold of me: Ligea la Sirena by Italian perfume house Carthusia. It didn’t remind me overtly of Baghari, though it certainly shared a lightness with it and some citrus top notes, but I was very drawn to it nonetheless. Knowing to let a fragrance settle on my skin before purchase, I went for a walk in the area and kept sniffing the fragrance on my wrist. Fifteen minutes later, a lightbulb went off and I worked out why I loved this fragrance at first spray: Ligea la Sirena reminded me of my favourite perfume, Guerlain’s Shalimar, whilst also reminding me of two other favourite Guerlain fragrances: Eau de Shalimar and Jicky, both of which share obvious similarities with Shalimar. Ligea la Sirena’s similarity to these beloved fragrances convinced me to buy a large bottle, as I was certain I would enjoy wearing it, based on my preference for these other very similar fragrances, which get regular wear.

Anecdotes aside, Laura Donna’s research does ring true with my own experience of purchasing fragrances that are similar to one another. I own Michael Edwards’ Fragrances of the World, and am surprised to discover that many of my favourite fragrances do indeed exist in the same categories, and often in the same sub-category. While I do have broad tastes as a perfume collector and blogger, my favourites fall within the families of Oriental and Woody Oriental and are generally “Classical” in character, according to Edwards’ system. If you’re interested in Donna’s theory, or if this matches your experience, you will probably enjoy reading Laura Donna’s article and seeing how her research panned out.

I’m curious to know what you think of Laura Donna’s article and whether it matches your own experience of purchasing perfume. Do you like perfume advertising? Are you swayed by it, or do you find yourself naturally drawn to similar kinds of fragrances from the same (or similar) olfactory groups, over and over again? Tell me your experiences in the comments box below. (If you’re reading this post from the home page, click on the title at the top to go to the full post. The comments box is at the bottom of the page).


Donna, Laura: “The Case for Fragrance Family Loyalty: New Research Uncovers a Clear Method for Connecting Consumers to the Scents they will Love”, in Perfumer & Flavourist Magazine, Vol. 37, February 2012.

Shop Local: An Australian Perfumista’s Christmas List

Since the Australian dollar has been strong, it’s been tempting for us in Australia to do most of our perfume shopping online in order to find the best price. While this is nice for our bank balances, it means that sometimes we don’t pay attention to all the gorgeous scented products being made and sold right on our doorstep. As Perfume Polytechnic is an Australian perfume blog, this Christmas I’ve compiled a list of fabulous, fragrance-related gift ideas from specialist Australian perfume stores and Australian perfume makers. There’s a wide range to choose from, including gorgeous fragrances, creative experiences, books and scented products for your home. Better still, there are options for perfumistas and non-perfumistas alike. I hope you enjoy this list, get some inspiration for your Christmas gift shopping, and support Australian makers and shops in the process!

1. Kleins Perfumery’s Moor Street Gardenia Eau De Parfum


Kleins Perfumery’s Moor Street Gardenia

If you’re a Melbourne person, you will already know and love Kleins – the legendary little store on Brunswick Street, Fitzroy, stacked literally to the rafters with an eclectic and exquisite range of high-quality niche perfumes and beauty products. Relatively new to the scene is Kleins’ own range of fragrances, including this gorgeously realistic gardenia fragrance, Moor Street Gardenia. Fitzroy locals will know Moor Street (located only a few hundred metres from Kleins), and may even know of the very gardenia bush that inspired this fragrance. Imagine buying this for a local! Adding further kudos to this Australian-made product, Kleins’ fragrances are created using distilled grape alcohol from the Australian Barossa Valley. The fragrance is richly creamy and heady, and is perfect for summer.

Moor Street Gardenia comes in Eau de Parfum strength and you can buy a 50ml bottle for $110, online at Kleins, or wander in and buy in store, if you’re a local.

2. One Seed Scent Bar Fragrance


One Seed Scent Bar Fragrance. Photo courtesy of Liz Cook.

One Seed, based in Adelaide, is the natural fragrance company of perfumer Liz Cook. One Seed’s fragrances contain 80% organic materials, use recyclable packaging and are cruelty free. As well as making a range of wonderful fragrances and offering a bespoke fragrance service, One Seed offers a Scent Bar Fragrance service to appeal to the creative soul lurking in all of us. The Scent Bar service is a satisfyingly easy process in which you choose the top, middle and base notes (single ingredients and accords) of your handcrafted fragrance. Perfumer Liz Cook then does all the hard work, blending these ingredients to create a beautifully balanced creation just for you. Make a custom fragrance for a friend or loved one, and try your hand at making a fragrance!

At $29.95 for an 8ml bottle, it’s a steal. Scent Bar Fragrances can be purchased online here.

3. Create Your Own Perfume Experience at Fleurage Perfume Atelier


Create Your Own Perfume Experience. Photo by Emma Leah.

If you know a creative type or perfume enthusiast who is keen to make their own unique fragrance from scratch, under the guidance of a trained perfumer, then the Create Your Own Perfume experience at Fleurage Perfume Atelier in South Melbourne is the perfect gift. Readers of this blog will know that I was lucky enough to be gifted with a Create Your Own Perfume experience a few months back. You can read more about that experience in this blog post, and also here. I can’t recommend it highly enough! This two-hour, one-on-one experience is a great introduction to perfume making. Best of all, you end up with a one-of-a-kind fragrance, and you can order refills once you’ve used it all up! Master perfumer Emma Leah, who also creates sublime, botanical, vintage-inspired fragrances, will guide you through this process.

The experience costs $250; for that you receive 2 hours of personalised, one-on-one attention from Emma, and take home a 40ml bottle of fragrance. You can read more about the Create Your Own Perfume experience and make bookings here.

4. Siberian Fir Perfume Oil and Eau de Toilette by Evocative Perfumes


Evocative Perfumes’ Siberian Fir. Photo courtesy of Mark Evans.

We all love the smell of a Christmas tree, don’t we? Adelaide-based perfumer Mark Evans’ camphoraceous yet surprisingly rich fragrance, Siberian Fir, will satisfy all longings for that wonderful smell, while offering a fragrance that is much more interesting and complex than that. Siberian Fir is a rare variety of fir from Russia with an unusual complexity and richness, and has a green fruitiness that adds sweetness and depth to any cool, camphoraceous notes that one usually expects from fir. The fragrance is balanced out beautifully with notes of Poplar bud, Australian Buddha Wood, chamomile and rose. Siberian Fir is a great fragrance to wear in both warm and cool weather. The cool, green freshness of the fir, while evocative of winter, snow and Christmas, is refreshing on a warm day too.

You can find Siberian Fir online here, priced at a very reasonable $40 for 12ml of perfume oil, and $50 for the newly released Eau de Toilette.

5. Mud 01 and Mud 02 Scented Candles by Ainslie Walker


Mud Candles by Ainslie Walker and Mud Australia. Photo courtesy of Ainslie Walker.

Ainslie Walker really knows her stuff: she is a Jasmine Award winning writer, fragrance journalist and perfumer. A recent collaboration with Australian ceramics company Mud has resulted in two scented candles created by Ainslie and encased in Mud’s serenely clean and minimalist porcelain vessels, in a range of edible colours.

Mud 01 features tuberose, along with notes of green ginger, jasmine & tolu balsam. This lusciously creamy and narcotic fragranced candle is available encased in either red, slate, or milk coloured porcelain, and refills are available. The candles are 100% hand blended and poured in Australia.

Mud 02, released only two days ago, features a warm blend of amber and woods, complemented with animalic notes of leather and musk, heady neroli, fresh orange and sun-dried hay and herbs. Divine! Mud 02 is available in the following colours: bottle, plum and dust. Refills are also available.

Mud candles range in price from $100-120, with refills costing $50. Mud 01 is available at the Mud Australia website and directly from Ainslie at her website. Mud 02, which is brand new, is currently only available in store. See the Mud stockists page for details.

6. Fragrances of the World 30th Anniversary Edition by Michael Edwards


Fragrances of the World 2014 Edition

Not strictly speaking an exclusively Australian item, but as Michael Edwards’ legendary book, Fragrances of the World, was conceived and born in Sydney in 1984, and his publication team is still based here, I am claiming it as Australian! Edwards, an Englishman, now divides his time between Sydney, New York and Paris. This year marked the 30th anniversary edition of Edwards’ now legendary Fragrances of the World, an industry guide-book suited to perfume retailers and enthusiasts alike. Fragrances of the World classifies thousands of commercially available fragrances into categories as defined in Edwards’ equally famous fragrance wheel. Retailers can use the guide to recommend new fragrances to customers, based on their existing preferences, however the guide is also an invaluable tool for perfume enthusiasts to help them learn about fragrance families and classification, and their own tastes. A must for any perfumista!

Fragrances of the World 2014, 30th Edition, can be purchased online for $195.

I hope you’ve enjoyed reading this list and got some ideas for your gift giving this year. What do you want from Father Christmas this year? Are there any Australian fragrances or perfume-related goodies on your wish list? I do hope you feel inspired to shop locally and support Australian perfume talent!

Merry Christmas everyone!

Polly Technic


Scent Mapping: Diagrams and Aroma Wheels

Scent mapping tries to make sense of the smells in the world around us by mapping them in a variety of ways. This can take the form of various diagrams, tables, and aroma wheels. Usually such diagrams contain categories that classify and group individual smells, but they can also tell us other things, such as how we relate smells to gender, and also how similar or dissimilar certain smells are to one another. They can also tell us something about how we react – both physically and psychologically – to certain smells. There are a number of famous scent maps, including Paul Jellinek’s odour effects diagram, and Michael Edwards’ fragrance wheel from his Fragrances of World book. In this post I’ll be introducing you to some of these wheels and diagrams, which are fascinating to look at in their own right. In a future post, I will be discussing some of the findings of a study by Manuel Zarzo and David Stanton, in which they compared various odour databases, scent maps and wheels and drew some interesting conclusions about our perceptions of scent. Paul Jellinek’s odour effects diagram (a later version here has been modified by his son Joseph Stephan Jellinek and Robert Calkin) originally dates from 1951. Jellinek’s map proposes various categories or types of smell, and also the various effects that such smells have on us, e.g. stimulating, erogenous, calming or fresh.

Jellinek’s Odour Effects Diagram

Michael Edwards’ fragrance wheel, from his Fragrances of the World book, comprises a number of fragrance categories, showing the relationship between one category and the next. In Fragrances of the World, which is released every year, Edwards groups thousands of commercially available fragrances into these categories. The book is intended for industry use so that sales assistants can recommend new fragrances to customers, based on similarities with a customer’s favourite perfumes.


Michael Edwards’ Fragrance Wheel. c. Michael Edwards

Mandy Aftel’s Aftelier Natural Perfume Wheel consists of categories of scent families, sub-categories within these (like Jellinek’s diagram, labelled with subjective descriptors such as fresh and heavy), and individual notes/ingredients within the sub-categories. The Drom Fragrance Circle is similar to Aftel’s, complete with subjective descriptors, and aligning some scent categories with gender.


Drom Fragrance Wheel

The aromachemically-literate among us might be interested in Givaudan’s very beautiful scent ingredients map, which reminds me of a stylised subway diagram.


Givaudan’s Scent Ingredients Map

There is a well-known connection and cross-sensory interrelationship between the senses of smell and taste, so the following wheels are provided for your interest and comparison with the fragrance-specific diagrams provided above. It’s interesting to me how much overlap there is. First up is Ann Noble’s Wine Aroma Wheel, originally devised in the 1980s.


Ann Noble’s Wine Aroma Wheel

Below is the Beer Flavour Wheel invented in the 1970s by Dr Morten Meilgaard. wheel

And finally, Niki Segnit’s flavour wheel from her brilliant book The Flavour Thesaurus.


Flavour Wheel from Niki Segnit’s “The Flavour Thesaurus”

What do you think of scent mapping? Do you have a favourite map, diagram or scent wheel that I haven’t included here? Does scent mapping help you to understand smell, fragrance ingredients and fragrance better? I’d love to hear what you think – let me know in the comments below! Until next time, Polly Technic