The first rule: “expensive” and “bright” – often the exact opposite of the concept of “good.” Until now, many believe that a loud, zychny, trail fragrance is a sign of status, well-being, good taste. In the Middle East, so it is. But in European and American culture such an aroma, rather, is considered an invasion of someone else’s personal space.
Initially, spirits had a very utilitarian purpose – to mask unpleasant odors, whether it’s the fragrance of a veal skin or the fragrance of unwashed body. Over time, when people learned about hygiene, they began to wash more often, the need to camouflage the natural smell has disappeared. There were colognes – fresh, citrus, volatile aromas, giving a sense of coolness.
In the XX century, fashion for colognes became ubiquitous: there were brands specializing only in them: Jo Malone London, Atelier Cologne, Atkinson’s. Colognes, ideal for urban life, when people are bored in offices, transport and everyday vanity, is in the lines of most brands. Of course, their popularity is also a demonstration of another round of fashion, “giving” after a surge of glory of strong, thick aromas.
Ancient flavors today are almost impossible to wear: they were made for other people who lived in other conditions – at least in rooms of other sizes.
Millenials live fast, they treat luxury with slight contempt, they prefer purity and minimalism. Here, as it could not be by the way, there was a simple, “urbanist” perfumery, which is now produced by many brands, as well as Geza Shen with its “molecules”. The ideal scent of a modern urban dweller is simple, understandable, but at the same time interestingly smelling.
Business etiquette involves fragrances of short distance, without complex multi-stage disclosure. Secondly, today it is not accepted to “not smell anything”: the fragrance of purity, which serves as a beautiful continuation of the morning shower, creates the impression of freshness, novelty and hygiene. The main thing to remember is that perfume notes should not reach the employer faster than words or actions of the applicant.
Evening aroma should be selected depending on the event and location. So, if the opening of an art gallery is announced – a large space, an artistic audience, many people – you can put on an eccentric, loud, trailblack aroma. If there is an evening in the opera, the philharmonic society, the theater, you can not smell piercingly. It makes sense to give preference to restrained spirits, otherwise the tragedy on the scene can happen much earlier. And at a rock concert, cheeky leather fragrances work well.