How far can you trust your sense of smell?

By Julia Wray | Published: 16-Oct-2017

In the second half of its review of the IFRA UK Fragrance Forum, Cosmetics Business discovers the extent to which packaging can influence our perception of quality

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It is a truth universally acknowledged that a consumer in possession of a good fortune must be in want of a signature scent. As today’s consumer is more discerning and keener on expressing their identity through fragrance than ever before, perfumers are continually upping the ante when it comes to fragrance inspiration.

Titled ‘Scents and sensibility’ and inspired by the 200th anniversary of Jane Austen, the 2017 IFRA UK Fragrance Forum took place on 12 October at London’s The Royal Society; the event, as always, aimed to provide the UK’s leading perfumers with new perspectives on scent… all the better to get those creative juices flowing. This article covers the second part of the conference.

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