What is your favourite smell?
When we say we’re close to consumers, we mean it. We journey around the world and into the homes of people everywhere to talk about fragrant memories and desires. Damp earth, new books, summer beaches… our olfactive world extends well beyond fragrance in to a passion for the scent of everything.
We conducted consumer focus groups with people from all over France – men and women, of all ages. This is what they revealed:
The smell of the earth after the rain; it smells of springtime, fresh grass, clean. The smell of coconut and monoi – it reminds me of beaches in summer, and the sun, which I adore. The smell of marshmallow: I’ve got a lot of beauty products like this – it evokes fairgrounds and sugar, which remind me of childhood.
I realise I love ephemeral smells, like fresh cut grass, which doesn’t last very long. I love the smell of launderettes, the warm tumbling scent of clean clothes in a dryer as it wafts out onto the street when I’m passing by. I love it but I can’t stop too long or people will wonder what I’m doing!
For me, it’s the smell of roasted nuts, pine forests, the countryside after summer rain. The fragrance of a vegetable tagine, full of plump, cooked apricots and raisins, the smell of the sea and sea spray.
The subtle smell of violet, it is so easily recognisable. Lemons – strong and sharp, lily of the valley, vine peaches, and the sea, so iconic, purifying and fresh.
Hot chocolate, leather, forests in autumn, freshly peeled clementines, and the odour of coffee – hot or cold!
Freshly cut grass, rain on hot tarmac, lemon tree flowers. I also love the smell of garage oils, and petrol.
The smell of damp earth after a storm, lily of the valley, cut grass, hyacinths and the damp scent of cellars, which I loved even as a child.
I love cinnamon and nutmeg, the smell of spiced bread, of undergrowth and jasmine, the early summer rain and the ashy powder of wood fires.
The smell of the morning at dawn, freshly washed sheets as I get into bed, a good whiskey, the smell of baby’s skin.