One of the things that always makes me feel strangely uncomfortable is this:

When people I meet, after they ask “What do you do?” (and I tell them), say “You must have a really good nose!”.

I’m tempted to tell them “It’s no better than yours”, and that would be quite unkind.

Nor would it necessarily be true – it’s just that I’ve lived for over 40 years in a world where I am willingly conscious all day of fragrances around me.

Perhaps others have better (at least different) things to “occupy their minds”. I find endless beauty and delight in fragrance, and love sharing that way of “seeing”.

Like when a friend is drinking a Coke, and I ask them what they think the flavour is made from. Of course, they might say “It’s a secret recipe.” And that’s true – but pointing out the flavour is an accord of lime and cinnamon usually brings a smile of recognition, and their experience is enriched in a small way.

When I first started in the industry in the ‘80’s, Roger would visit from Mane France every year. He taught me to find the top ten fragrances in Adelaide by walking down the main shopping street in 10 minutes. (We learnt even more by chatting up the perfume sales ladies in the shops, but that’s another story.)

A book that has literally re-opened my mind is “The Brain that Changes Itself” by Dr Norman Doidge.

Described as “The discovery of neuroplasticity, that our thoughts can change the structure and function of our brains, even into old age, is the most important breakthrough in our understanding of the brain in four hundred years.”

It’s clear to me how we all “choose who to be” by directing our thoughts in line with our purpose, or (less fortunately sometimes) having our thoughts directed by outside forces (escapist advertising, teaching, traumas etc.), and that clearly seems to “shape” our thinking about our life, and our next actions.

Fragrance – as has been frequently said, but not often understood – skips past the intellectual “judge” that filters our perceptions according to habits increasingly ingrained with age.

Allowing our awareness of the beauty of fragrance to grow offers a precious opportunity for a renewed sense of wonder and freedom.

Just like art.

– Author: Roland Lever, Managing Director