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Brief Published: 25 Jun 2018

World Perfumery Congress: A Fragrant World Tour

Scent experiment with different types of wood

A new fragrance portfolio launched at the World Perfumery Congress in Nice on June 5 documents global scents in a move to elevate storytelling around perfume creation, refine knowledge of local markets, and explore artistic exchanges across mediums.

The Olfactive Travel Portfolio is a collaboration between German flavour and fragrance giant Symrise and French olfactory magazine Nez. Documenting each stage on Instagram via #AWorldTourThroughScent, at least one Symrise perfumer, one Nez journalist and one photographer from the Tendance Floue agency were assigned to 11 global locations over four months.

From their various angles of expertise, they responded collectively to smells on-site, detailing and deconstructing impactful olfactory experiences, celebrating the heritage of local and mundane smells, and raising awareness around the sustainability of certain indigenous ingredients. Sites included a flower market in Madurai, India; a sawmill in North Carolina in the US; and shipping ports in Dubai, UAE.  

“Our passion is to combine the sensorial with the beneficial, to challenge boundaries and to understand the intrinsic connections we, as human beings, have with fragrance,” said Achim Daub, Symrise’s global president of scent and care. “The unexpected fragrances, visuals and words created during A World Tour Through Scent are a direct reflection of the participants’ experience and show a vibrant part of all our lives through a truly unique and authentic lens. They are sometimes provocative, frequently artistic, but always a mirror of our collective human experience.”

For more exploratory fragrance concepts that redefine our understanding and expectations of scent, see Exploring Scent Communication and Experimental Scent Summit 2018