Olfactory memory requires no Googling. Whether it is the musky sweet smell of wet earth, the robust aroma of roasting coffee beans, the hot scent of green peppercorns, or the burst of freshness from a bouquet of tuberose... once it registers in your mind's database, it is unlikely that you will forget it. In fact many people would want their personality to be defined by some or a mixture of a few of scents that truly captivate them.
The ‘noses' of the olfactory industry understand this desire and are constantly endeavouring to bottle fragrances that define a person's personality in many ways and at many levels. But how do you select a perfume that defines you?
Of course, you know that buying a perfume is not a lunch-break activity. It should always be purchased when you have the time to explore the choices gradually. In simpler terms, you have to let it bloom like the bud of a flower. Remember, people are going to identify you by the fragrance you use. So what you sport should offer hints about your personality.
With this in mind and to glean tips on how to buy, use and store perfumes, I approached Giorgia Martone, marketing director, ICR-ITF Cosmetics Group, Italy, who manages ‘historical' brands such as Roberto Cavalli, Gianfranco Ferré, Gai Mattiolo, Dsquared2, Blumarine and Blugirl. She is responsible for the creativity and brand image of a clutch of fragrances. Martone had plenty of advice and tips to offer, and not just on understanding the basics of buying, using and storing a perfume, but also creating a signature scent.
One of the first things she told me was that when it comes to choosing a perfume, you should choose one you will love as much at the end of the day as you did when you used itin the morning.
"All perfumes and colognes have top, middle and base notes," she says. "The opening notes come stronger than others. They take some time to settle down.'' It's only after some time that the middle and base notes reveal themselves. "This is why we perfumers insist that you choose a perfume that you will love towards the end of the day as much as you would in the morning when you use it.''
Here are more tips to keep in mind when choosing and using perfumes:
- To know how to set up a collection of perfumes at home, first find the right place to store the bottles, keep them tightly capped, upright and out of a direct sunlight.
- Never discard the packs as they give value to the perfume.
- When you are travelling, buy locally produced fragrances to add toyour collection.
- Look out for special perfumeries where you can buy raw materials and essential oils.
- Be sure to have in your collection the eau de cologne, eau de toilette and eau de parfum, preferably of the same fragrance.
- Your bathroom is not the only place to show off your perfume collection, some bottles are really design objects and can be displayed everywhere.
- Collect lighter fragrances for everyday use and more intense, special ones for the evening.
- Use a perfume correctly. Apply it to pulse points such as the folds in the crook of your elbow and back of knees, wrist and neck.
- Do not rub wrists together as this ‘crushes' the smell.
- Layer the fragrance using products from the same fragrance line, beginning with shower or bath gel and then rubbing in body lotion. Finally apply the scent. You will feel extra special and very pampered!
- The perfume should not be overpowering, but you could carrya trial size around with you in order to respray when you want to.
- Do not mix perfume with powders, lotions, shampoos or other products that have different scents. If you have to mix them because you have no choice, make sure the result is pleasant.
- When you go shopping for scents for yourself, do not try more than two or three scents at a time.
- Wait for at least 30 minutes to completely evaluate the fragrance.
- Always spray the perfume onto your skin rather than just sniffing the bottle. The fragrance can change when it comes into contact with skin.
- Always keep two to three different scents in your cabinet. Every woman is unique and needs to match her choice of perfume to the mood ofany particular day.
