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The fragrance industry used to cater for the tastes of London, Paris and New York, but times are changing. New economies are the future, but what we like in a smell changes with time and location, and perfumers have to a lot of homework to do.
Perfumers are molecular chemists and sensual creatives who seek to trigger pleasurable memories and associations through our most primitive sense. We follow three different types of perfumers to find out how they do it and what it takes to become one.
Today, all perfumers face the same challenge: how to make their fragrance stand out in a market crowded with product. We spend a year with two very different perfume houses as they attempt to win over the next generation of consumer.