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?”

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