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Brief Published: 15 Feb 2018

St Giles: Personality-Enhancing Perfume

St Giles

Boldly claiming to stimulate and amplify the personality of the wearer, a new range of luxury fragrances by British brand St Giles offers scent profiles that seek to convey the stereotypical traits associated with specific careers.  

The five fragrances in its inaugural collection are The Tycoon, The Actress, The Writer, The Mechanic and The Stylist. According to the brand, each unique scent combination reimagines an archetype associated with a career. Influences are also drawn from the founder’s social circle – for instance, The Writer is inspired by Nicola Moulton, the former beauty and health director at British Vogue.

The Writer is sold as a perfume for consumers looking to encourage social change via the written word. The fragrance is designed to bring focus and inspiration to the wearer by incorporating rosemary, which stimulates memory performance. Ginger is used as a top note to enhance the brain’s functionality.

Conveying an array of different personalities through scent is an emerging trend for fragrance houses, with more brands in this category combining multiple sensory pathways to create a novel experience. A good example is Canadian start-up Parfums Jazmin Saraï, which merges a range of musical genres with fine perfumery.  

With each of St. Giles’ perfumes evoking a distinctive olfactory experience, users are encouraged to experiment with wearing the scents for different occasions. For instance, creative director Michael Donovan recommends The Actress for those looking to feel glamorous and elegant. For more on this idea, see The Rise of Fragrance Wardrobes.

This clever concept can also be adopted by mass-market brands. US retail giant Target’s new vegan fragrance line is inspired by four personalities: Confident and Charming, Good and Grounded, Vibrant and Playful, and Cool and Collected.