"The smell of the future"
The third installment of the BBC's perfume documentary was all about taking fragrances to Brazil, a country to which perfumers see to be the future of scent.
Anne Gocleves, founder of "Axe" (AKA Lynx to European market) was looking to create a brand new fragrance to which she felt best represented Brazil, as well as reaching the demands of her male consumer (16-25 year old boys). Anne explored how she used scents to represent a region; Russian - rich and heavy scents, Chinese - light and airy scents and Arabia - musty scents. She wanted to show how fast the fragrance market is moving and how it has evolved to main cities such as London, Paris and New York are now being dictated by places such as Shangai and Mumbai. Anne worked alongside Russell Taylor who is the brand manager of "Axe" as he explored Brazil and their fragrance market. Taylor discovered that Brazil was well ahead of europpean countries as they have taken the desire for a scent to a whole new level. Car dealers such as Aston Martin have now developed their own scent to which is sprayed within the store so that then consumers come in looking for a car they become transfixed on the smell of wealth as well as the actual product.
The documentary also looked into Julianna Defelina and Anna Elfarez, both marketing executives at Avon. The two were also looking into how each scent is represented in different countries, for example, they found that the scent of Vanilla was presented as heavy and overpoweringly sweet in Europe yet juxtaposing this, it was seen as a light and fresh scent in Brazil; two completely opposing opinions of exactly the same produce.
Overall I found the third installment of the documentary to be engaging as it helped to get a better understanding of how the perfume market is moving forward in the future and the regions to which perfumers predict will be the most exciting in years to follow.
"A fragrance must appeal to be the mouth and the nose in order to create the perfect sensual scent"
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