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The Must Read: Beautiful Scent

The Must Read:

Beautiful Scent: The Magical Effect of Perfume on Well-Being

The Must Read: Beautiful Scent
The Must Read: Beautiful Scent

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.


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4 Comments

  • Reply
    Linda L
    February 17, 2024 at 8:15 am

    I’ve learned to appreciate the effect of fragrance to my state of mind. This book would definitely be a good read!

  • Reply
    September Dee
    February 15, 2024 at 2:32 pm

    This sounds like a fascinating book. I find it interesting why some scents are uplifting and healinng while others have the opposite effect. I know that patients undergoing chemo can sometimes benefit from lemon scents. Aromas from food make the mouth water, or not, and so many scents transport us to other times in our life that were filled with good memories.

  • Reply
    Angela Citrigno
    February 15, 2024 at 1:50 pm

    For years we under estimated the power of fragrance and how it affects our mood. The no fragrance band in many public spaces stopped me from wearing fragrances during the day. During Covid I started to wear fragrance to lift my mood and now I still wear fragrance during the day and night. There are times I will wear fragrance to bed just for me. Scent Lodge came at the perfect time in our lives.

  • Reply
    Brenda Cremer
    February 15, 2024 at 11:45 am

    This would be a great read. I wear perfume every day, it makes my day. When they made me stop wearing perfume at work it really affected my mood. I understood that others had allergies but it still made me sad.

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