When it comes to fragrance, it is as much about innovation as it is instinct, discovers Sali Hughes.
While Edeniste phase one is only recently launched, Semeraro is already working on more moods and greater emotions. She says, “Everything related to love is difficult from a scientific point of view, because there are so many different kinds – familial, romantic, platonic, maternal – and all occupy another zone in the brain and that cannot yet be defined.” Nonetheless, she believes Edeniste has cracked it, bottled it and will launch soon. Hang on to your heart rate.
The tech also allows our appetite for the playful and whimsical to be sated. For example, for a recent candle collaboration,were able to install technology in the kitchen of Michelin-starred chef Jean François Piège, designed to grab every molecule of the moment fragrant steamed rice reaches its peak fluffiness, becoming beautifully aromatic, comforting and ambrosial. “The possibilities are limitless,” says Celine Roux, vice president global fragrance development at Jo Malone London.
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