Organic chemistry

Newly made mother Jennifer Lopez can be an example. The bilingual pop singer released the last perfume Deseo in two "languages": a light, flower aroma for the Asian market and low, wood - for all others. "Jennifer Lopez is very well-known brand in Japan, but we know that wood perfume has no success here", - Catherine Walsh, the representative of American Fragrances at Coty says. "It worked directly with our Japanese team to create something that will appeal to local tastes".

Global spraying

Having huge desire to please tastes of everything, some creators of perfumery begin to regulate formulas. It is no secret that the juicy aromas (which are also called "oriental" on a vernacular) well are on sale in the Middle East while a citrus – a hit in the Mediterranean countries where orange and lemon trees blossom. However, there was time when citrus perfume did not resound in these countries in general. But with release of CK One in 1994, it was suddenly noted that each new aroma included similar clean citrus notes. In other words, unusual perfume could break cultural barriers.

"An attraction to one aroma and rejection of another – the scientific answer", - Alan Hirsch, the founder and the neurologic director of Chicago's Smell & Taste Treatment and Research Foundation explains. "Unlike the animals, from the birth having ability to scent danger or production in their special environment of dwelling, the person studies only on the experience". It is known: while the sight needs three years fully to begin to function, our ability to smell completely is formed on the third month in a uterus therefore preferences in food of our mothers begins to influence our own. After the birth our olfactory training continues. The aroma of a cooking of the house, aroma of flowers in the next park, began to smell parents and darling — all this will make impact on your choice in the future.

Today Asian women prefer pure, not fruit aromas – it is quite natural when preferences in food are formed of tofu and green tea while, for example, the average American prefers sweet smells (to home-made apple pie is well!).

Actually star name of aroma guarantees only the first purchase. There has to be an internal communication to force the consumer to get repeatedly this product and to make it successful. The aroma of Celine Dion – Sensational – based on a jasmine, has the firmness checked by time which is complemented with its star popularity.

We are the Universe

Even cultural and religious rituals play a significant role in what smell is good for this or that individual. When Giorgio Armani created the Prive Bois d’Encens in 2005, he visited huge number of Catholic churches to transfer true aroma of an incense. Kenzo Amour Indian Holi and Hermès Un Jardin Après La Mousson are an example of connection of the juicy incense, cardamom and a sandalwood connected with the Indian spring Holi festival and a rainy season in Kerala, respectively.