The Must Read:
Beautiful Scent: The Magical Effect of Perfume on Well-Being
Fragrance executive Joachim Mensing has just published one of the most fascinating books on fragrance of the past decade. He believes that we are on the verge of the third revolution of perfumery due to new brain research and neuroperfumery. He carefully explains the concepts of fragrance psychology, aromatherapy and how scent affects our brains using the latest studies and findings. His hypothesis is ‘the magical effect of perfume on well-being.’ He’s clearly on the leading edge of this global trend as market research firm Circana discovered last year that Gen Z consumers are buying fragrances not for sex appeal but for its mood-boosting benefits.
Dr. Mensing is a psychologist, sociologist and trained nose with over 30 years of professional experience in perfumery and fragrance therapy. At one of the largest fragrance manufacturers, he became a trend coach for perfumers and developed methods of fragrance creation and marketing. (We had never heard of a perfume trend coach career before.) Many of the men’s and women’s scents he worked on went on to win coveted Fragrance Foundation FiFi Awards, the Oscars of the perfume industry.
What’s also appealing about the book is how the author outlines how perfumes are created, marketed and sold today…and which notes and preferences are most popular globally. He shares many insider secrets.
Beautiful Scent: The Magical Effect of Perfume on Well-Being is a truly interesting read. It will help you appreciate your favourite fragrances even more.