Perfumery as a Way of Storytelling: How Scents Evoke Associations
The Art of Scent
I am often asked why I decided to pursue perfumery. For me, perfumery is an art form—an expression that allows me to tell stories. Every fragrance I create is rooted in significant impressions and emotional experiences. Sometimes, these experiences arrive unexpectedly, brought on by a memorable moment accompanied by a distinct smell, but more often, I seek out ways to capture them intentionally.
Our sense of smell is, perhaps, our most complex perceptual system, deeply intertwined with our emotional and sensory experiences. How many times have we heard someone say that a specific scent reminds them of a cherished memory? Sometimes it’s as tangible as the “smell of a hotel,” while other times it’s a vague yet stirring recollection of “something from childhood.” Humans, like all animals, forge strong associations with smells because they play a vital role in survival—recognizing the scent of damp soil near water, the smoke of a fire, or even the aroma of potential food or danger.
We remember intricate details from the first time we encounter a new scent: who was with us, how we felt, and whether we felt safe or uneasy. One unforgettable scenario is falling in love with someone who wears a particular perfume; the memory of that person and the emotions surrounding them become inseparable from that fragrance. Even when that person is no longer near, the perfume can evoke a comforting sense of nostalgia.
A Journey Through Fragrance
Because of this powerful connection between scent and emotion, I often engineer pleasant associations when I work with new perfumes. I choose a fragrance I have not used before and wear it during a planned, experience-rich event—such as traveling to a new destination or meeting someone for the first time—thus embedding the scent into my memory along with those vibrant impressions.
One autumn, I traveled through the mountainous landscapes of Northern Italy armed with a new Thai oud I had just received. I took it with me on a two-week journey to study and understand all its notes and facets. Believe me, any natural oud is worth studying for weeks, and to understand why, I suggest you read the article about oud oils. Every day, as I explored forest trails and gazed at clouds drifting through the valleys below, I wore this oud. The crisp air, rolling fog, and the awe-inspiring vistas shaped the narrative behind the creation of what would later become Oud Brouillard. This fragrance was born not just from blending ingredients but from weaving together the profound emotions and memories tied to the misty heights and the tranquil beauty of Italian mountains.
During my summer trip through Italy, I also created a new association using fig leaves. I recall my stay near Lake Garda, where fig trees were abundant, and their powdery, dusty green scent permeated the warm, late-summer air. I would occasionally break off a leaf or stem to dab its milky sap onto my wrist, capturing that gentle, bittersweet aroma. Whether it’s the taste of overripe grapes from a hillside vineyard or the resinous tang of a new oud in a foggy mountain pass, these sensory imprints become intertwined with the perfume’s story, forming a personal tapestry of experiences.
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