THE RISE OF THE FRAGRANCE WARDROBE
Gone are the days of confining ourselves to a single signature scent.
style: Jolie Fleur Rose is feminine and romantic; Jolie Fleur Verte (lily of the valley) channels an easygoing, tomboy vibe; and Jolie Fleur Bleue (tuberose) is elegant and understated.
Luxury fragrance company Pinrose is bringing scent personalities to the fore with its online scent concierge experience. In a process called “scent mapping,” users are asked a series of questions based on everything from colour and music preferences to places they’d like to visit. From there, a profile is created and three unique scent recommendations are pulled from Pinrose’s archive of 13 master perfumer concoctions. “The goal is to create a scent playlist,” says Christine Luby, co- founder of the San Francisco-based company. A sense of play also pervades the scent-creation process; rather than receiving a wordy creative brief or notes that must be included, perfumers (stars in their own right, such as David Apel of Tom Ford Black Orchid fame, Harry Fremont, and Ilias Ermenidis) are offered visual cues as palettes to inspire them. “The idea of the signature scent is confining,” says fellow co-founder Erika Shumate. “Women want to play and they like to experiment. Why should their experience with fragrance be any different?”