Everybody can feel at ease

The scent is “everybody can feel at ease.” It’s a stable point where you’re not bombarded with too much information. If you want to create a successful perfume you have to somehow anchor it into something just to ground it somewhere where people can start to follow you. You can’t be too avant-garde in the perfume business, because the sense of smell relies on one’s own past, and the olfactory memory. If you’re too far away from that starting point, then you don’t get to people. You need to anchor the people to something they might think they know, and then bring to something, to somewhere they don’t know.

— Perfumer Francis Kurkdjian, talking about Kenzo World Intense. Read more at Exclusive: A&E Interviews the Man Behind Kenzo World Parfums.

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