Beauty Futures Network Evening 2016: Azzi Glasser

London – Fragrance brands need to move away from talking about notes and develop a more emotional language based on personalities, according to perfume designer Azzi Glasser.

• The Perfumer’s Story by Azzi is a new range of scents based on personality types
• The collection comprises 11 fragrances designed around powerful individuals

Harnessing 25 years of experience in the fragrance industry and using her position as Harvey Nichols’ first bespoke perfumer-in-residence, Glasser aims to change the way that we talk about fragrances.

‘I base all fragrances on character and style, not just on top, middle and back notes,’ Glasser explained during our recent Beauty Futures Network Evening. Having created bespoke perfumes for some of the most recognisable personalities in entertainment, including Helena Bonham Carter and Kylie Minogue, she is now bringing this more emotional approach to a broader audience.

Smell is an underused sense for brands, concluded Glasser. Although it evokes one of the most visceral reactions in people, we don’t yet have a developed language to talk about it, an issue that she hopes to address.