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Fragrant: The Secret Life of Scent



I've had the pleasure and honour to receive a media copy of Fragrant, the new book by Mandy Aftel. It is no secret that Mandy is a great writer, and diving into her book was quite a treat. Especially after months of hard work on my own book - it was like a retreat from all the editing, polishing and spell-checking...

When Mandy initially told me about the book, its premise sounded like a personality study of five essences, and how they correspond to five different appetites of the human nature. The essences are: Cinnamon, Mint, Frankincense, Ambergris and Jasmine. A companion kit was also sent to me from the publisher (which you can purchase at Aftelier.com), with a beautiful chunk of frankincense in the middle, and little vials of the other four essences. In reality, the book covers way more than just five essences, extending to spices in general in the chapter on cinnamon; other herbs in the chapter on mint (botanically speaking, many of the fragrant plants used in perfumery are in fact from the mint family - including lavender, basil, sage and the like); the chapter on frankincense talks about many other resins, wood essences and incense in general; amebrgris covers all manner of animal extracts and the myths surrounding their phenomenal magic; and the chapter on jasmine talks about the rarity and fleeting beauty of floral extracts, which are at the heart of Aftel's aesthetic philosophy.  



From the outside, the book is exceptionally beautiful, with meticulous attention to detail as would be expected from any other product that comes under Mandy's artistic direction. The dustcover is a shimmering orange-and-purple colour combination that has become the Aftelier trademark, brimming with historical illustrations from the author's personal collection of historic perfume books (as many would have expected to find after reading Essence and Alchemy), and with deckle edged pages (AKA uncut pages), which allude to a period when most things, even printed books, had a handmade component to them, namely the reader had to slice open each page, as they read along.

In Fragrant, Mandy Aftel really opens up about her creative process, aesthetics and philosophy. To me what was most surprising element of the book. I had many expectations from this book, which was greatly anticipated (Mandy told me about it being in the works about two years ago), but this by far was not anything I would have expected to find there. There is more detail than usual about the creative process, and this is also demonstrated in building subsequently more complex perfumes in the formulae provided for each chapter (another pleasant surprise - but I should have known better: all of Mandy Aftel's book include recipes, so why would this book be any exception, right? I still did not expect it, somehow). For each chapter, you'll find a collection of recipes that are themed around this chapter's theme. For each of the essences, there is a simple accord of 2-4 essences for a solid perfume, a perfume oil and a body oil recipe, and then also an alcohol-based perfume formula, which is more complex and builds upon the initial note and its companions in a more intricate, sophisticated way. There are also some intriguing edible recipes from Deana Sydney's blog, Long Past Remembered. For example, frankincense and lavender shortbread.

The book is very similar to Essence and Alchemy in its breadth and attention to detail, presented in an almost fairytale-like style. The beauty of this new book is the perspective of the author some 13 years later, which comes from both experience in teaching her craft, and running an artisan perfume business. It is delightful to see that much passion still infused into one's art after all these years.

The two books - albeit the 13 years that separate between them - beautifully complement each other, and I recommend both for anyone who cares about perfume, and also for those who are beginning to delve into the art of blending. Last but not least, the book truly highlights the value and benefit of artisan perfumery in our day and age, and anything that is handmade. And with now being the season of excessive consumerism, I think this book brings to the fore important food for thought about our relationship to the material world and how it reflects our culture, innermost desires, connections to others, and more.
  
Fragrant can be purchased via most major book stores and online, or better yet - directly from Aftelier, where you can also get the companion kit. 

Rebranding & Packaging Progress Report

Signature Collection - Tamya packaging mockup
Summer is the best time of the year to get caught up on creative projects that are important, yet get shoved to the back burner the rest of the year. Something about that extra bit of sun, longer days and time to relax at the beach seems to consistently bring more focus and allow me and my creative team to get fully immersed in such undertaking.

And this year, my graphic designer and I are finally getting this done - rebranding and new packaging design for my 4 collections: Signature, Agent M, Language of Flowers and Liquid Poetry. Here are some snapshots from our very first meeting of asessing mockups for the 3D packaging solutions. Please ignore the hand-cut quality of these mockups. It's the look we're after, not the finesse of the details (which will come later, once it's all printed professionally, cut in the same manner, and hand-assembled by yours truly and my little elves - all known for great attention to detail and meticulous dedication to perfection).

Outer packaging treatment - signature collection
Signature collection - outer packaging treatment. Variation in colours will also reflect each bottle's label.

Agent M Collection
Agent M Collection - this is more masculine (or possibly unisex). We might have colour variations, but these are the first 3 options for an overall look. Possible to have 2 colour variations for "cool" and for "warm" scents. But no more than that.
Outer packaging treatment - Agent M Collection
Agent M outer packaging treatment.

Language of Flowers Soliflore Collection
Language of Flowers Soliflore Collection. 2 different treatments - and the next ones will be somewhere in the middle (and probably vertically oriented...).

Liquid Poetry Collection
Liquid Poetry Collection. These are made of the most exquisite oils, abstract concepts at times, and the focus has to remain the jus in the bottle. Not likely to have any colour variations in the labeling.

The journey continues, and there is still much work to be done on all fronts (not to mention printing, cutting and assembling all these once the designs are ready). But it's all beginning to become clearer and I'm happy that we are making the most out our resources (existing bottles and boxes) yet creating a new fresh look that will better reflect the individuality of each perfume in a less monotonous way (the previous branding established the Ayala Moriel brand; the new branding is supposed to highlight the qualities of each scent or "collection" and make it easier for my customers and clients to pick as scent more intuitively; yet without the risk of visual clutter).

I'm happy to share these with you, and although I'm happy with the direction it's all going and know this is what I've envisioned, it's always great to hear feedback from my customers as well. So feel free to comment!

Signatures, Branding, Bespoke and Bullshit



The Name Tree, originally uploaded by Chris.Thomson.

I overheard a typical little conversation in a supermarket between to cashiers. These two ladies were talking between them about shopping for clothes and one lady said where she usually buys her clothes, and how much she loves Ralph Lauren clothes. “I just love the way he cuts his clothes!” she said. “they just always fit me perfectly”. If I was a time traveler coming from the 18th century, I would have thought she knew Mr. Ralph Lauren as her personal tailor, making her clothes to fit her particular shape. But since I’m a time traveler who’s been stuck in the 21st century for quite a while, I happen to know that Ralph Lauren is no longer a person, neither a talented fashion designer, but a brand name representing hundreds of designers that need to put together their new cuts every season, and make sure they come back from the factories in China in time to fill up stores worldwide for the next season. Ralph Lauren himself will probably never meet most of the people that he makes his clothes for.

Humans leave signatures on trees, bus posts, walls, rocks – you name it. It’s like saying “Think about me because I’ve been here. Even if you don’t have a clue who I am. Even if you think about me only for a split second”.

Leaving a signature behind to mark our creation is another natural thing to do, but just a little more evolved. It means “this piece of art that you are enjoying or disenjoing right now is all because of me. I have become a part of your life now”.

When the same thing is done and the name is familiar, such as with a well-known craftsperson (i.e.: fashion designer), the name means “See how well I can do this? You sure will be able to use it to the max”.

Ever since the industrial revolution, things have been moving faster, and the role of the signature has changed. It has become a tag, and a part of branding. The tags are printed, engraved or embroidered by the billions and no longer represent a particular person who made the product – but rather, the idea that someone that you know and can trust made it even though they didn’t.

When it comes to perfume, we see the same thing: until very recently, the role of the perfumer was very silent and hidden. Perfumes were released under different brands or people, but in fact were designed by one of the 5 or 6 major fragrance & flavour corporations that rule the industry world wide. Lately this is changing a bit in the sense that we know more about who the designer of the fragrance is. What we don’t know, is how much creative freedom they had versus how much control the corporation they are working for has over the final decision of what we smell on the shelf.

And than there are celebrity perfumes: it is interesting to see how many fragrances are created just to remind us that someone exists. No matter how marginal is their effect on our life, we have to think about them for a split second when we see a new celebrity perfume launched. Oops, I’ve just missed one that just came out two seconds ago… Is it really a celebrity’s favourite scent? Perhaps. But perhaps it is their favourite because it inflates their bank account really fast and helps to steer away the attention of their recently not so great reputation over the tabloids. Note: if you admire a celebrity or love a celebrity scent, take my words with grain of salt, and remember: the main place where I get to “know” these celebrities is in the drugstores: in the beauty section first (their fragrance and ads, where they look stunning and magical), and than when I’m in the checkout, seeing their cellulite/drug abuse shots and/or fighting with their ex…).


Name on the Tree - Graffitti in Nature, originally uploaded by Ayala Moriel.

In many ways, bespoke is anti-branding. What I do is the exact opposite of celebrity perfumes: I create bespoke perfumes for individuals. I believe you and me and the neighbour next door deserve to have the best perfume they want. I feel that your life is fascinating and magical, and that you are very interesting even if you don’t happen to show your face on the tabloids every other day. I feel that what makes us unique can be reflected with a personal scent, and I really enjoy engaging my clients in the creative process of perfume making. When I just started, I insisted for a long time of not using my name for my company to avoid such kind of branding. I called it “Quinta Essentia”, to reflect the process of creating the perfumes – distilling the essences from the plant, and than combining essences together in such way as to portray ones quintessential personality and spiritual aspects in the form of perfume. Only at a later time (about a year ago), I let go of that name and gave in to using my own name, signing on my perfumes so to speak, but also reflecting the very personal connection I have with my clients in the process of creating these signature scents.

A signature perfume will never be a best seller (because it will be sold to only one person, you!). It will be an olfactory portrayal of your dreams and your innermost nature, all distilled, refined and than married in an alchemical process that captures the total essence of you

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