The Fragrance Brief

For our newest brief we have been put into groups and asked to create a fragrance brand. We need to decide on our consumer before anything and then compile some primary and secondary research before we move onto our ideas. Once we have a few ideas we will focus on our concepts and then an outcome which could be an advert, an event, an app, anything… To kick start the project we had a fragrance workshop, we were joined by The Experimental Perfume Club from London. They are a fragrance lab in London which produces bespoke perfumes for individuals and brands.

We started the workshop with an explanation of how a scent is initially built. It is best described as a pyramid, with the base being the deepest part of the fragrance, this makes up 30% of the scent, the base is the part that lingers the longest and its made up of oriental/woody/musky smells. Next is the heart of the scent, this has the most important characteristics and is what people recognise, it makes up 40% of the scent, it usually is a floral/aromatic/spicy scent. And lastly the top layer is the instant impression however it doesn’t last long, this makes up 30% and it's a citrus smell.

A scent accord is a blend of raw materials which lose their identity to create olfactory scents. We were given around 7 different accords to try and guess what they were made up of. We had citrus, fruity, floral, aromatic (my favourite), spicy, oriental and woody. We then were given the opportunity to play around with the accords and create our own scent which is actually a lot harder than you expect as there is maths involved as you can only add certain amounts of the accords.

After completing the workshop had learnt a lot and I’m a lot more interested in this sector especially after creating out own scents to take away with us. It was such a fun seminar and I can’t wait to really get started with this project.

Hollie Rose x