Experimental Perfume Club’s bespoke fragrance space at Selfridges

Experimental Perfume Club have launched a LAYERS pop-up lab at Selfridges, London, where customers can now design their own bespoke fragrance from almost endless combinations and have it blended instore, just for them! It’s one space, but with two scent experiences – and it’s shaping the future of fragrance as we know it…

 

The Formula Library

How it works: ‘Create individual blends using our six LAYERS Eau de Parfums in multiple combinations, you can compose over 50,000 unique, personalised fragrances. Our LAYERS App features an in-house algorithm which enables us to understand your personal tastes, before recommending 3 possible formulae that match your unique olfactory profile. You can either choose your favourite blend from the shortlisted selection or customise the fragrance further with the help of our Fragrance Curator. Once you choose your final blend, our Fragrance Curator will formulate your unique fragrance in front of you. And, for the ultimate bespoke touch, you can choose a name for your fragrance and a personalised label for your 50ml bottle.’

 

The Refill Fountain

How it works: ‘Being eco-conscious has always been at the heart of what we do and we strive to source and manufacture responsibly. Our goal is to reduce unnecessary packaging and waste and enable loyal consumers to reuse their packaging again and again. Our first refill service will be available exclusively at the LAYERS lab at Selfridges, London. A place where you can reduce your carbon footprint by bringing back a bottle of your empty 50ml fragrance to be refilled for a reduced price. Looking after both your pennies and the planet.’

 

 

Emmanuelle Moeglin, founder and perfumer of Experimental Perfume Club, said: ‘We love to provide unique olfactory experiences for consumers who are becoming more and more invested in what goes into their products. The LAYERS pop-up lab will take our bespoke perfumery offering to the next level with more formula choice than ever before where customers will be guided in creating their own bespoke fragrance. We are also proud to be a company striving for sustainability with our perfume refills, and are one of only a few perfume brands offering this eco-friendly service.’

 

 

If you can’t make it to Selfridges to experience the fragrant fun first-hand, don’t fear! You can get the feel for layering up the fragrances in your own home by trying the Experimental Perfume Club Blending Boxes for £90 – fine fragrances to wear alone or blend at home to your own bespoke formula, with all ingredients and instructions included.

‘A set of three pocket fragrances and a personal blending bottle. Choose three fragrances from across the collections to customise your own fragrance; one Top, one Mid, one Base eau de parfum. Follow one of the suggested blends or let your imagination run fly!’

 

 

 

Fenwick launch limited edition 'Aromachology' scent to calm shopping stress

We’ve all made a few dodgy purchases in the past, pushed for time and yet wanting that instant feel-good hit of ‘retail therapy’. And we’re not alone – according to research undertaken by Fenwick Bracknell, ‘…nearly half of British consumers admit they have made unconsidered purchases because they are always in a rush.’

47% of UK shoppers admit they have bought unconsidered purchases, and nearly a quarter (24 per cent) doing so because they rushed their shopping experience during their lunch break

52% of British consumers have regretted a purchase they’ve bought without trying it on in store

But how to solve the dilemma of desperately wanting to purchase *something* to cheer yourself up, but not wanting to make a heinous mistake? Well, to soothe the stresses and calm the nerves of their shoppers (and to celebrate the launch of its latest store) Fenwick Bracknell has launched a brand new limited edition perfume, Quiescent, the fragrance being given away to customers visiting the store.


Developed using the principles of aromachology, Francois Robert, Master Perfumer at The Perfume Studio, explains that, ‘Modern-day life is stressful so we wanted to create a calming product which can be easily incorporated into the everyday beauty routine. Fenwick Quiescent does just that. The careful balance of headier notes of sandalwood and cedarwood with the delicate florals of jasmine delivers a truly mind-altering scent which has a tangible effect on the wearer.’

Fenwick say it’s ‘the perfect daytime scent for any shopper,’ because ‘the carefully curated range of oils not only trigger the olfactory system, but also the nervous system.’ Mandarin is renowned for its uplifting and calming effects, while cedarwood contains the highest amount of sesquiterpenes – a hydrocarbon group found in essential oils – which seem to stimulate the brain’s limbic system and apparently help to elevate mood and relaxation.

‘With over half of shoppers admitting they’ve regretted purchasing an item of clothing because they didn’t try it on in store and a third wishing that the changing rooms were generally a more pleasant experience, Fenwick Bracknell is also transforming some of its changing rooms into The Aromachology Rooms.’

Throughout September, a selection of the changing rooms in the store will be infused with the Quiescent fragrance, while the walls will be adorned with relaxing images of the British countryside and ambient sounds piped in to complete the spree-calming experience.

For those of you not able to visit the Bracknell branch, we spoke to perfumer Ben Janousek, who helped develop the fragrance, about ways we can can apply the principles of Aromachology to our everyday lives – finding scents that calm us most effectively…

Start with the basics; heighten your sense of smell, which you can do by exercising your senses; make an effort to keep smelling and tasting new things, from the ‘every-day’ scents of washing up liquid or toast – to flowers in the market or spices cooking in a local restaurant – let your sense of smell lead you to new experiences.’
Scents, as well as perfumes, can have many layers and textures. Think about your favourites, look for new ones and question why you like them. Does a certain scent trigger a hidden memory? How does it make you feel? For example, the smell of freshly cut grass can trigger a sense of nostalgia in many people as it reminds them of their favourite childhood summer holidays.’
Your Limbic System (the set of brain structures largely responsible for your emotion and memory) is key to Aromachology, and there’s lots of things you can do to help try and keep this healthy. Practice deep breathing, try visualisations or guided imagery, writing or diary keeping, and trying alternative practices such as mindfulness, therapy, meditation…and of course, exercise.’
Work out which scents to use in your life. There is evidence that certain essential oils, when inhaled, are absorbed into the bloodstream and then trigger the Hippocampus (the part of the brain responsible for memory). Lavender has been shown to reduce stress, mandarin to uplift and improve your overall mood, frankincense for sensuality and confidence, and peppermint essential oil to improve focus.’
Memories; you can apply the principles of Aromachology to bring positive memories and wellbeing – and also to creating new ones. For example, smelling rosemary stimulates your Hippocampus and could increase the intensity of your memories. If you’re going on a big trip, think about investing in a new scent – it will forever bring the back memories or glimpses from this time. You can also apply this to starting a new job or fresh start – find a scent which makes you feel fierce!’
These are all techniques we teach and explain in more detail at our How To Improve Your Sense of Smell Workshops, so why not check when the latest one near you is happening and get your nose in the know…?
Written by Suzy Nightingale

Acqua di Parma serves sun-seekers a dose of Italian luxury in new Miami boutique

Jet-setters chasing the sun in Miami – and those lucky enough to live there – can now revel in the luxurious surroundings of Acqua di Parma’s newely opened boutique. Designed to evoke the spacious elegance of a stylish Italian home, the 1,000 square foot space boasts a sleekly luxurious interior outfitted with the brand’s signature style – Calacatta marble contrasts with dark Wenge wood to highlight the famous Acqua di Parma yellow of the walls. At the heart of the store, a huge leather-covered pyramid showcases bottles of the brand’s most famous and timeless Colonia fragrances.
Acqua di Parma Boutique Miami - Interior
Fans of the brand need not confine themselves to trying the Colognes and body products, as the much-ancipated barbershop provides gentlemen with original barber’s chairs in a devoted area that evokes all the traditional charm of a classical Italian barbershop, of course finished with the flawless contemporary touches for which the brand are known. Shaving and skincare products from their Collezione Barbiere have been created to accompany each phase of this ritual performed – you will be glad to hear – by an expert barber for a truly hands-on Acqua di Parma experience.
Located in the prestigious Brickell City Centre – right in the heart of Miami and one of the city’s most desirable zipcodes – it’s sure to become a must-visit for fragrance fanatics and style-seekers. And of course Acqua di Parma offer the perfect cooling scents to spritz if the temperature gets too steamy.
Acqua di Parma Boutique Miami - Colonia's
‘We selected Miami as our first city due to its international recognition in art, design and culture which are values that define the essence of Acqua di Parma,’ explained Giovanni Lepori, President North America. ‘With events such as Art Basel and Design Miami we knew this was a city we wanted to be a part of.’
We rather see ourselves wafting about in a silk maxi dress while wearing their Arancia di Capri – an aromatically uplifting blend of orange, mandarin, and lemon essential oils with the sparkle of petit grain infused by cardamon and resting on a base of sweetly smooth musk. In fact, yes, book us the plane tickets now, please!
bb_p
Acqua di Parma Arancia di Capri from £64 for 75ml
Buy it at Acqua di Parma

Selfridges launch Fragrance & Candle Space scent-destination for perfumistas – and we hosted the opening party!

We were utterly thrilled when Selfridges London asked The Perfume Society to host the prestigious opening party to celebrate their brand new Fragrance & Candle Space. Located on the ground floor of the department store, it’s a brave new sensorial world of scent exploration, offering a unique space in which to discover all manner of exciting brands, and some houses that were even new to us! Tickets had been eagerly snapped up – and with 100% turnout on the evening, clearly we weren’t the only ones anxious to experience this new olfactory arena…

Selfridges Fragrance and Candle Space main
The new department is spacious, elegantly modern in design and is set to expand even further later in the year when the back of the department is fully opened up. Currently housing the candle and home fragrance collection of Lola James Harper – one of our favourites ever since we first visited their press launch earlier this year and soon with their incredibly evocative fine fragrances to follow; we also spied the exquisitely revamped L’Artisan Parfumeur, the intriguing, music-inspired Justbox, the oft’ swooned over (and we certainly sniffed out why) The Fragrance Kitchen (their Spike Odyssey scent is a world exclusive) and So Oud. But seriously, you need to head there pronto to check out the full range of fabulousness.

SELFRIDGES
As glasses clinked and bubbles sipped, our Co-Founder Jo Fairley gave an introductory speech welcoming our VIP Subscribers to the event, and we led groups around key stands in the venue whose founders and brand representatives had honoured us by travelling to Selfridges especially for the party, talking about how they began, what their fragrances are inspired by and behind-the-scenes info of their processes.

photo 1
From Linda Pilkington (who began Ormonde Jayne literally at her kitchen table), to one of the iconic (arguably first ever heroes of niche) Frederic Malle team; from the charming and so-talented founder of Lola James Harper, Rami Mekdachi; and onwards to the ever-wonderful Diptyque (complete with a travelling trunk of fragrant goods we lusted over for some time…)

Of course there was plenty of sniffing, and our groups were reluctant to tear themselves away from each stand – it’s staggering to see (and smell) the hundreds of hard-to-find fragrances on offer there. On leaving, guests were handed the incredibly generous goody bag – honestly, it had to be seen to be believed. We heard gasps of delight as people opened theirs – provided by brands mentioned, above, for our party, containing a number of fragrant treats to check out at home. But as we left, the tills were still ringing with ticket-holders snapping up their scents of choice – a prospect made all the more agreeable by the £25 gift voucher also included in the goody bag!

SELFRIDGES._Fragrance_and_Candle_Space_on_G_3
If you’re reading this and feeling slightly sick that you couldn’t make it or hadn’t been quick enough to secure a ticket, may we suggest you take some time out to saunter down to Selfridges and sniff out the new Fragrance & Candle Space for yourselves? You’re bound to come away with a list of must-have perfumes to lust over, at the very least.

Want to join us at future scented soirées? Why not become a VIP Subscriber – or gift a subscription to a fellow scent-lover? Only £25 for a full year, not only will you be invited to equally fabulous and exclusive events and in-depth workshops – you get a complimentary introductory Discovery Box of scents to explore (plus any others you decide to buy will be available at our special VIP rate); on-going special offers and discounts in some of your favourite stores and access to the downloadable version of our award-winning magazine, The Scented Letter, too! It’s kind of win-win-win-win…

Written by Suzy Nightingale