1 00:00:00,480 --> 00:00:03,760 Hello everyone. I'm Diane Grissell, also known 2 00:00:03,760 --> 00:00:05,640 by some of you as Silver Disbedience. 3 00:00:05,640 --> 00:00:08,680 This is the Silver Disbedience Perception Dynamics podcast. 4 00:00:09,160 --> 00:00:12,520 And again, I am so excited we are producing these shows in 5 00:00:12,520 --> 00:00:14,360 collaboration with Manhattan Center. 6 00:00:14,560 --> 00:00:19,560 We're in TV 2 right now where a lot of really wonderful artists 7 00:00:19,560 --> 00:00:25,400 have worked, recorded, practiced, so it is so much fun 8 00:00:25,400 --> 00:00:28,200 to be in this. I feel the good mojo and the 9 00:00:28,200 --> 00:00:32,920 juju as we start every one of these episodes and today this is 10 00:00:32,920 --> 00:00:36,880 going to be really fascinating. We I met Sue Phillips a while 11 00:00:36,880 --> 00:00:44,640 ago, and she is one of the world's most established iconic 12 00:00:45,200 --> 00:00:49,360 fragrance experts. She created fragrances for 13 00:00:49,360 --> 00:00:54,480 Tiffany's, for Diane von Furstenberg, for Burberry, and 14 00:00:54,920 --> 00:00:57,160 we have her here today. And we're going to be talking 15 00:00:57,160 --> 00:01:01,800 about the tie in between fragrance and our identities. 16 00:01:02,400 --> 00:01:05,480 So, Sue, thank you so much for joining. 17 00:01:05,680 --> 00:01:08,400 Thank you so much for having me. It's so lovely to be here. 18 00:01:08,400 --> 00:01:11,200 Great studio and you look terrific and thank you for 19 00:01:11,200 --> 00:01:13,520 having me. Thank you, and I smell good too, 20 00:01:13,520 --> 00:01:17,040 thanks to a scent you just gave me and I'm honored to be 21 00:01:17,040 --> 00:01:19,600 wearing. Very happy you like it. 22 00:01:19,680 --> 00:01:25,280 So Sue, how we need to start somewhere at the beginning. 23 00:01:25,520 --> 00:01:30,840 How does somebody become so aligned with scent to make this 24 00:01:30,840 --> 00:01:35,920 your entire career and passion? Well, it really was all 25 00:01:35,920 --> 00:01:39,280 serendipitous. I didn't have anything in my 26 00:01:40,200 --> 00:01:43,520 sort of career mind focused to be in fragrance. 27 00:01:43,520 --> 00:01:48,520 In fact, I was a singer and an actress in South Africa. 28 00:01:49,200 --> 00:01:53,520 But my mother was an amazing artist and a homemaker, A 29 00:01:53,520 --> 00:01:58,120 pianist and musician and an incredible entertainer. 30 00:01:58,520 --> 00:02:03,520 And so I grew up with a lot of multi sensory experiences, which 31 00:02:03,520 --> 00:02:05,960 I didn't even know at the time. It was just automatic. 32 00:02:05,960 --> 00:02:08,720 You know, you came home, you practice the piano, you went, 33 00:02:08,919 --> 00:02:10,880 you know, watch your mom cooking or baking. 34 00:02:10,880 --> 00:02:12,680 Then she had these beautiful parties. 35 00:02:12,680 --> 00:02:15,280 And then I would go into her studio and I see her painting 36 00:02:15,280 --> 00:02:19,640 and doing calligraphy. So art, music, food was always 37 00:02:19,640 --> 00:02:24,400 part of my, you know, focus. And what happened was when I 38 00:02:24,400 --> 00:02:29,800 came to America, because I had auditioned for a theatrical 39 00:02:29,800 --> 00:02:33,080 position at RADA, Royal Academy of Dramatic Art, because I grew 40 00:02:33,080 --> 00:02:37,240 up as a singer and an actress. And sadly they didn't accept me 41 00:02:37,240 --> 00:02:40,920 because they were about, I don't know, 1500 applicants for maybe 42 00:02:41,280 --> 00:02:44,240 10 positions. So I came to New York. 43 00:02:44,240 --> 00:02:48,360 My brother was living here by this stage I'd seen New York. 44 00:02:48,360 --> 00:02:51,720 I'd fallen in love with it and I decided to emigrate and come 45 00:02:51,720 --> 00:02:53,720 here. So I went to an immigration 46 00:02:53,720 --> 00:02:55,640 attorney and he said what do you do? 47 00:02:55,640 --> 00:02:57,960 I said I'm a singer and actress. He said forget that we have 48 00:02:57,960 --> 00:03:00,400 20,000 out of work singers and we don't need another one. 49 00:03:01,160 --> 00:03:03,960 And but he actually offered me a position. 50 00:03:03,960 --> 00:03:07,000 He hired me to be his office assistant and manager and he 51 00:03:07,000 --> 00:03:08,680 said he would process my green card. 52 00:03:09,200 --> 00:03:11,200 So at night I'd go singing and acting. 53 00:03:11,200 --> 00:03:14,440 During the day I'd work in his office and at the end of the 54 00:03:14,440 --> 00:03:18,840 year I got my green card and I had three job offers from a 55 00:03:19,240 --> 00:03:22,880 through a headhunter. 1 was in banking, definitely not for me. 56 00:03:23,280 --> 00:03:26,120 One was in fashion, and I didn't know much about fashion at that 57 00:03:26,120 --> 00:03:31,600 time because we were actually ostracized from the rest of the 58 00:03:31,600 --> 00:03:33,720 world because of the South African politics. 59 00:03:34,160 --> 00:03:37,400 The third job offer was to work at Elizabeth Arden. 60 00:03:38,040 --> 00:03:42,600 And I said, aha, fragrance, cosmetics, it aligned with all 61 00:03:42,600 --> 00:03:45,680 the things that I loved. Art, music, food were just a 62 00:03:45,680 --> 00:03:49,280 wonderful sort of confluence of all the things that I loved. 63 00:03:49,320 --> 00:03:51,680 And that's how I started in the cosmetic industry. 64 00:03:52,080 --> 00:03:54,760 I was the national training director for Elizabeth Arden. 65 00:03:54,760 --> 00:03:58,400 I had to learn about fragrance. They told me I had to go to 66 00:03:58,400 --> 00:04:00,720 Macy's. They positioned me there as an 67 00:04:01,000 --> 00:04:04,600 quote intern where I learned about how to talk to the 68 00:04:04,600 --> 00:04:07,760 customer, how to relate to the customer, what fragrances they 69 00:04:07,760 --> 00:04:09,600 would like. So it was really, you know, 70 00:04:09,920 --> 00:04:14,200 one-on-one and on the job training and I landed up 71 00:04:14,560 --> 00:04:18,000 eventually travelling around the the country doing fragrance 72 00:04:18,000 --> 00:04:21,240 seminars and training seminars for Elizabeth Arden's 73 00:04:21,240 --> 00:04:24,360 fragrances. And then they promoted me to 74 00:04:24,360 --> 00:04:25,920 marketing and product development. 75 00:04:26,320 --> 00:04:29,240 Then Lancome hired me as marketing director for fragrance 76 00:04:29,240 --> 00:04:33,400 and men's skin care. And then finally Tiffany hired 77 00:04:33,400 --> 00:04:36,400 me as executive vice president and I created and launched the 78 00:04:36,400 --> 00:04:39,800 first Tiffany perfume. So it, it's remarkable. 79 00:04:40,160 --> 00:04:44,240 It goes on after that, but that was that's sort of the beginning 80 00:04:44,400 --> 00:04:47,480 of it. You know what this I I've never 81 00:04:47,480 --> 00:04:50,040 been able to remember the book, but did you ever read the Harold 82 00:04:50,040 --> 00:04:53,040 Robbins book where he it's about the perfume, the. 83 00:04:53,040 --> 00:04:55,000 Jitterbug, I have it. What was what? 84 00:04:55,000 --> 00:04:57,080 Which one was it? It's called the Jitterbug. 85 00:04:57,120 --> 00:05:02,840 Yeah, and Oh my gosh, it was such insight into what goes in 86 00:05:03,160 --> 00:05:06,520 to perfume and how huge the industry you is. 87 00:05:06,680 --> 00:05:08,880 You don't think about it and then all of a sudden you'll be 88 00:05:08,880 --> 00:05:12,280 reading about some celebrity, maybe it's Nikki Hilton or 89 00:05:12,280 --> 00:05:16,080 something like that and you'll or Paris Hilton more so. 90 00:05:16,480 --> 00:05:21,200 And you'll see the amount of money she makes broken down, but 91 00:05:21,200 --> 00:05:25,080 it's primarily from her perfume. Oh, absolutely. 92 00:05:25,200 --> 00:05:27,440 See, licensing is such a huge thing. 93 00:05:27,800 --> 00:05:30,480 It's such a huge part of building a brand. 94 00:05:30,760 --> 00:05:35,080 Most designers and most celebrities will then license 95 00:05:35,080 --> 00:05:39,680 their name to big conglomerates and big companies to do 96 00:05:39,680 --> 00:05:45,480 fragrance because fragrance is a much lower price point than of a 97 00:05:45,480 --> 00:05:50,240 couture designer or a celebrity's personal appearance. 98 00:05:50,480 --> 00:05:57,560 So for maybe 150 or 200 or $300, you can buy into the DNA the 99 00:05:57,560 --> 00:06:02,240 brand of either a celebrity or a a fashion designer as opposed to 100 00:06:02,600 --> 00:06:07,080 a $5000 couture dress. But you can say I'm wearing 101 00:06:07,080 --> 00:06:10,240 Paris or I'm wearing Chanel or I'm wearing whatever. 102 00:06:10,560 --> 00:06:15,440 So you get that wonderful sort of cross marketing opinion and 103 00:06:15,440 --> 00:06:18,920 and focus because you're wearing the the design or the 104 00:06:18,920 --> 00:06:22,600 celebrities brand fragrance as opposed to wearing, you know, 105 00:06:22,680 --> 00:06:25,160 Chanel outfit for thousands of dollars. 106 00:06:25,680 --> 00:06:28,680 And you reminded me of a very funny story since you mentioned 107 00:06:28,680 --> 00:06:33,200 Chanel and how you can buy into a brand when our daughter was 108 00:06:33,200 --> 00:06:37,680 probably 12 or 13, whenever Abercrombie was at its super all 109 00:06:37,680 --> 00:06:41,760 time high and every, you know, preteen and teen wanted to wear 110 00:06:41,800 --> 00:06:44,960 Abercrombie clothes and be just like the models in those ads. 111 00:06:45,480 --> 00:06:49,000 I remember going into the stores and you wanted to gag because 112 00:06:49,000 --> 00:06:51,600 the perfume was shooting out of everything. 113 00:06:52,000 --> 00:06:54,600 And not only did you want to gag while you were there, then you 114 00:06:54,600 --> 00:06:58,200 of course your child wanted to own a bottle of that perfume. 115 00:06:58,480 --> 00:07:01,560 And I remember going out and saying, OK, if you want to wear 116 00:07:01,560 --> 00:07:05,200 perfume, I bought her a bottle of Chanel #5 OK. 117 00:07:05,200 --> 00:07:07,560 And she's like, mom, I can't wear this. 118 00:07:07,600 --> 00:07:10,440 Everyone says I smell like their grandmother anyway. 119 00:07:12,040 --> 00:07:17,000 Well, that's yes, on both. On the both subjects, 120 00:07:17,400 --> 00:07:21,800 Abercrombie and Fitch was one of the forerunners of scent 121 00:07:21,800 --> 00:07:25,040 marketing or scent branding in stores. 122 00:07:25,280 --> 00:07:30,640 So when in Las Vegas, you know, to try and overcome the smoke 123 00:07:30,640 --> 00:07:33,760 odours because in casinos everybody was smoking. 124 00:07:34,160 --> 00:07:37,280 And in fact, I worked with the company and I landed up working 125 00:07:37,280 --> 00:07:41,080 and doing fragrances for them. They wanted to ameliorate the 126 00:07:41,080 --> 00:07:44,600 smoke odors in these casinos. So they put in an air 127 00:07:44,600 --> 00:07:47,760 conditioning system and somebody had the bright idea, why do we 128 00:07:47,760 --> 00:07:51,120 put in a fresh scent? So they put in a lemon scent. 129 00:07:51,640 --> 00:07:54,240 And what happened was through the air conditioning system, the 130 00:07:54,240 --> 00:07:59,120 HVAC system, it would diffuse the scent of the citrus or the 131 00:07:59,120 --> 00:08:02,360 lemon, whatever it was. And it stimulated people. 132 00:08:02,360 --> 00:08:06,520 It woke people up. It gave a very nice aroma in the 133 00:08:06,600 --> 00:08:11,000 casinos and that was the forerunner of scent marketing in 134 00:08:11,000 --> 00:08:16,080 all these casinos throughout Las Vegas and basically throughout 135 00:08:16,080 --> 00:08:19,640 the world. And many companies also create 136 00:08:19,640 --> 00:08:23,560 these fragrance aroma, they diffuse it in these HVA systems 137 00:08:23,560 --> 00:08:29,440 and so on to also reflect the brand essence. 138 00:08:29,760 --> 00:08:32,840 You know, is it a corporation? Is it a fun place? 139 00:08:32,840 --> 00:08:35,720 Is it in Florida with its light and citrusy? 140 00:08:35,720 --> 00:08:41,440 Or is it a very beautiful Okie mall, classical building or or 141 00:08:41,440 --> 00:08:45,480 room with wood panelled, oak panelled, you know, so it would 142 00:08:45,560 --> 00:08:48,440 be a different fragrance. So that was sort of the 143 00:08:48,600 --> 00:08:51,560 forerunner of scent marketing and branding. 144 00:08:52,400 --> 00:08:56,480 The comment that your daughter made I hear all the time. 145 00:08:56,800 --> 00:09:00,400 So that's an interesting story. When Chanel, when Coco Chanel 146 00:09:00,480 --> 00:09:04,600 wanted to create her fragrance, this was in the 19, early, very 147 00:09:04,600 --> 00:09:09,360 early 1920s, she was of becoming a couture designer and she 148 00:09:09,360 --> 00:09:14,040 realized that fragrance would be a really great extension of her 149 00:09:14,040 --> 00:09:17,040 brand of a fashion brand. She went to a very famous 150 00:09:17,040 --> 00:09:23,040 perfumer called Ernest Bo BEAUX and she said, Monsieur, I want 151 00:09:23,040 --> 00:09:25,640 to make a fragrance for the women I'm closing. 152 00:09:25,640 --> 00:09:30,240 I want to make something fresh and feminine in very modern. 153 00:09:30,920 --> 00:09:35,280 And at that time, everything in the fragrance industry was very 154 00:09:35,280 --> 00:09:37,200 high quality, natural ingredients. 155 00:09:37,720 --> 00:09:41,640 And he was concocting formulas with a new molecule which was 156 00:09:41,640 --> 00:09:46,840 called aldehyde or aldehyde, a combination of al from alcohol 157 00:09:47,120 --> 00:09:50,560 and dehydrogenated carbon zone. So that became the word 158 00:09:50,640 --> 00:09:54,200 aldehydic. And aldehydic was a formula that 159 00:09:54,200 --> 00:09:57,920 was a molecule, but he infused it with some naturals. 160 00:09:58,200 --> 00:10:00,840 So it was a very powdery Monica molecule. 161 00:10:01,560 --> 00:10:03,920 And he infused with some rose and Jasmine and so on. 162 00:10:03,920 --> 00:10:07,240 And he concocted this formula. So when she came to see him, he 163 00:10:07,240 --> 00:10:11,520 showed her all the different fragrances, and she smelled the 164 00:10:11,520 --> 00:10:14,640 first, second, third, fourth. Suddenly the fifth one, she 165 00:10:14,640 --> 00:10:17,880 said, oh, La La si magnifi gets so different. 166 00:10:18,600 --> 00:10:22,480 And it was this aldehyde formula, this molecule that was 167 00:10:22,480 --> 00:10:26,320 so different in the 1920s because everything in the 1920s 168 00:10:26,360 --> 00:10:29,520 was heavy and spicy and really dark. 169 00:10:29,880 --> 00:10:32,200 And this suddenly was powdery and different. 170 00:10:32,800 --> 00:10:35,760 But what happened was it became so popular. 171 00:10:36,800 --> 00:10:39,520 Oh, So what happened was he went back to she said, you know, 172 00:10:39,560 --> 00:10:42,360 Jalam, I love it. He went back to his lab and he 173 00:10:42,360 --> 00:10:44,760 said to his assistant Jacques, what did you do? 174 00:10:44,760 --> 00:10:46,920 You put too much Elder Hidicon. See formula. 175 00:10:46,920 --> 00:10:48,960 It's a mistake. Guess what? 176 00:10:49,320 --> 00:10:55,000 The most profitable mistake in perfume history, but at that 177 00:10:55,040 --> 00:10:56,880 time. Because as soon as you said 178 00:10:56,880 --> 00:11:00,680 powdery, I can picture in that sense, no matter where I am, I 179 00:11:00,680 --> 00:11:05,320 could walk down 5th Ave. or you know W 34th St. and say that 180 00:11:05,320 --> 00:11:08,760 person has on Chanel #5. But what happened? 181 00:11:08,760 --> 00:11:15,040 Another thing that makes Rose a little bit kind of old fashioned 182 00:11:15,040 --> 00:11:18,720 is because our mothers and grandmothers used to have a face 183 00:11:18,720 --> 00:11:21,880 powder that was also scented with rose. 184 00:11:21,880 --> 00:11:25,760 And so when you put on the face powder and, and your children or 185 00:11:25,800 --> 00:11:29,240 whatever our mothers and grandmothers wore that we would 186 00:11:29,240 --> 00:11:32,000 kiss the grandmother or the mother hello. 187 00:11:32,000 --> 00:11:35,000 And the first thing you would think of is Oh, old lady, 188 00:11:35,080 --> 00:11:38,000 because that was the you see, scent and memory are so 189 00:11:38,000 --> 00:11:41,720 connected. So it's it's so tragic because I 190 00:11:41,720 --> 00:11:45,320 think rose is magnificent. There are rose powdery notes, 191 00:11:45,320 --> 00:11:47,160 which can be a little old fashioned. 192 00:11:47,160 --> 00:11:49,280 The Alder hit. It definitely has that Chanel 193 00:11:49,280 --> 00:11:53,120 vibe. But I'm telling everybody, give 194 00:11:53,120 --> 00:11:56,600 florals a chance. Give rose and I made you a 195 00:11:56,600 --> 00:12:00,840 floral fragrance which has a lot of beautiful rose, rose, 196 00:12:00,840 --> 00:12:04,880 Jasmine, gardenia, frangipani, lilia, the valley and and 197 00:12:04,880 --> 00:12:08,040 cyclamen. Because to me, you have that 198 00:12:08,040 --> 00:12:12,920 beautiful sort of sense of femininity, and to me, that's 199 00:12:12,920 --> 00:12:16,160 what flowers are about. Well, it's interesting you say 200 00:12:16,160 --> 00:12:18,360 give the Rose, Give the Rose a try. 201 00:12:18,760 --> 00:12:24,760 Lancome just sent me the most stunning gift, and I've done 202 00:12:24,760 --> 00:12:26,360 some different campaigns with them. 203 00:12:26,400 --> 00:12:28,840 And at first it was a book. I couldn't figure out why this 204 00:12:28,840 --> 00:12:31,480 was so heavy. There was this book hidden of 205 00:12:31,520 --> 00:12:33,720 all different rose gardens throughout the world. 206 00:12:34,360 --> 00:12:40,440 But it is 15 or 20 little tiny samples of their new rose line 207 00:12:40,440 --> 00:12:43,640 that they are launching. So rose is the base, OK. 208 00:12:43,920 --> 00:12:48,200 And they add Musk to this or Rosemary to this or Fern to 209 00:12:48,200 --> 00:12:50,760 this. It just smells delicious. 210 00:12:50,840 --> 00:12:53,760 Each 10 Bravo. I worked at Lancome. 211 00:12:53,920 --> 00:12:58,200 I know you mentioned that. And at that time I was helping 212 00:12:58,200 --> 00:13:01,560 to develop the well. I was working on the original 213 00:13:01,560 --> 00:13:04,440 fragrance that they used and they had what's called Maggie 214 00:13:04,440 --> 00:13:08,240 Noir. Black magic and it was a heavy 215 00:13:08,240 --> 00:13:11,640 shipra which was dark and Patchouli and Marcy like when? 216 00:13:11,680 --> 00:13:13,360 Opium was launched. It was. 217 00:13:13,360 --> 00:13:17,080 That's kind of, yes. It was a little more Patchouli 218 00:13:17,080 --> 00:13:20,920 though, and very sophisticated, very European and not really 219 00:13:21,240 --> 00:13:24,600 popular with Americans. But you know, as being miss, 220 00:13:24,680 --> 00:13:27,720 They used to call me Miss Maji because I was out there pumping 221 00:13:27,720 --> 00:13:31,360 and promoting and, you know, really positioning Maji noise, 222 00:13:31,360 --> 00:13:34,280 the fragrance. And then I helped to start to 223 00:13:34,280 --> 00:13:36,520 work on Tazor, which was the new fragrant. 224 00:13:36,520 --> 00:13:39,400 And then I never launched it because Tiffany hired me. 225 00:13:39,400 --> 00:13:43,320 So I was whisked away from Lancome, but it's lovely that 226 00:13:43,320 --> 00:13:46,160 Lancome was coming because that was actually the heritage. 227 00:13:46,160 --> 00:13:50,160 You know, their logo is a rose, so it's great that they're 228 00:13:50,160 --> 00:13:53,360 promoting a rose fragrance. One of my other favorite Lancome 229 00:13:53,360 --> 00:13:57,040 campaigns I ever did was La Villa Spell, yes, and that, and 230 00:13:57,040 --> 00:13:59,760 I had never smelled that before. But oh, that's just a delightful 231 00:13:59,760 --> 00:14:01,040 1. But it's funny too. 232 00:14:01,040 --> 00:14:05,320 You talk about since being, you know, put into things. 233 00:14:06,640 --> 00:14:11,200 I think probably 1 of the only reasons I consistently go by 234 00:14:11,200 --> 00:14:15,400 Chanel blush is there is some, I don't know which of their 235 00:14:15,400 --> 00:14:19,280 perfumes is infused in that blush, but as soon as I put it 236 00:14:19,280 --> 00:14:23,440 on my face, I'm smiling. I just what is that connection 237 00:14:23,440 --> 00:14:31,400 between scent and how we feel? It is absolutely critical and it 238 00:14:31,400 --> 00:14:36,840 is absolutely, you know, that is the hallmark of fragrance 239 00:14:36,920 --> 00:14:43,000 because our our olfactory system, our olfactory is totally 240 00:14:43,000 --> 00:14:45,920 connected to our limbic system, to the brain. 241 00:14:45,920 --> 00:14:50,960 So when you smell something, this aroma goes straight to the 242 00:14:50,960 --> 00:14:54,040 limbic system and it triggers a memory or emotion. 243 00:14:54,440 --> 00:14:59,000 And So what you smell at the time will remind you of what 244 00:14:59,000 --> 00:15:01,600 you're seeing or thinking or experiencing at the time. 245 00:15:02,200 --> 00:15:06,200 And scent and memory are so aligned and so triggered that, 246 00:15:06,760 --> 00:15:09,960 you know, you can not see somebody or hear or think of 247 00:15:09,960 --> 00:15:13,680 somebody, but you can maybe smell something that will take 248 00:15:13,680 --> 00:15:17,720 you right back to when you're maybe high school or grade 5 or 249 00:15:17,720 --> 00:15:22,520 whatever, because it's such a powerful, powerful connection. 250 00:15:23,360 --> 00:15:25,000 And. I always think of the first 251 00:15:25,000 --> 00:15:29,080 woman I babysat for any time I smell Clinique aromatics. 252 00:15:29,400 --> 00:15:34,200 It's like Wendy. You see, I mean, you see in your 253 00:15:34,280 --> 00:15:38,160 that that's a prime example. The other thing that is so 254 00:15:38,160 --> 00:15:41,400 critical about fragrance is that it's tied into our sense of 255 00:15:41,400 --> 00:15:45,280 taste. So this thing right here can go 256 00:15:45,280 --> 00:15:47,600 up to the memory and down to the taste. 257 00:15:47,600 --> 00:15:51,720 And so scent and memory, taste and smell are very connected. 258 00:15:52,400 --> 00:15:54,800 And there's the. Division when it comes with 259 00:15:54,800 --> 00:15:57,720 perfumes then. Well, it's perfume, So what 260 00:15:57,720 --> 00:16:01,920 you're smelling on the perfume will trigger a memory and will 261 00:16:01,920 --> 00:16:05,960 help you think about something that from maybe from the past or 262 00:16:05,960 --> 00:16:10,080 it will give you that feeling of happiness and, and confidence 263 00:16:10,080 --> 00:16:12,480 that you know you're smelling. You just said when you wear 264 00:16:12,480 --> 00:16:16,560 that, that rose blush, it makes you feel happy and confident 265 00:16:16,920 --> 00:16:20,640 because there's something in that formula that has a scent or 266 00:16:20,640 --> 00:16:23,560 an aroma that gives you that feeling of, you know, the 267 00:16:23,960 --> 00:16:26,040 dopamine that really makes you feel good. 268 00:16:27,000 --> 00:16:30,120 And what happened during COVID was something really tragic. 269 00:16:30,600 --> 00:16:36,560 People lost their sense of smell because that was one of the the 270 00:16:36,560 --> 00:16:41,560 problems during COVID, the disorder that the olfactory bulb 271 00:16:42,320 --> 00:16:45,240 couldn't smell and it, it went it also to the taste, you 272 00:16:45,240 --> 00:16:50,400 couldn't taste. So during COVID, many people who 273 00:16:50,400 --> 00:16:53,200 never even thought about their sense of smell, you know, having 274 00:16:53,200 --> 00:16:55,320 a cup of coffee in the morning and smelling that wonderful 275 00:16:55,320 --> 00:16:58,280 coffee aroma, suddenly they didn't smell the aroma. 276 00:16:58,920 --> 00:17:01,040 What's going on here? They didn't realize it. 277 00:17:01,400 --> 00:17:04,599 It was one of the symptoms of COVID anosmia. 278 00:17:05,160 --> 00:17:08,640 And millions of people throughout the world, throughout 279 00:17:08,640 --> 00:17:11,599 the ages have lost their sense of smell, but they don't think 280 00:17:11,599 --> 00:17:15,400 about it because it's nothing that we are taught from the 281 00:17:15,400 --> 00:17:18,760 second we're born, we align with our mothers because of that 282 00:17:19,040 --> 00:17:24,280 aroma, olfactory connection. And suddenly millions of people 283 00:17:24,280 --> 00:17:27,760 were affected by anosmia and they realized they couldn't 284 00:17:27,760 --> 00:17:31,480 smell and they couldn't taste. And so people really went into a 285 00:17:31,480 --> 00:17:38,000 huge depression because think about this, everything to do 286 00:17:38,080 --> 00:17:40,640 with socialization revolves around food. 287 00:17:40,920 --> 00:17:43,640 It's made for lunch, for breakfast, for dinner, you know, 288 00:17:43,640 --> 00:17:46,680 parties, occasions, anniversaries, it's all got a 289 00:17:46,680 --> 00:17:50,920 food and, and wine and smell connection. 290 00:17:51,400 --> 00:17:55,080 Suddenly you can't smell, you can't taste. 291 00:17:55,840 --> 00:17:58,320 People got depressed, they didn't want to go out there and 292 00:17:58,320 --> 00:18:04,120 people literally and. So there's a big scent and mood 293 00:18:04,120 --> 00:18:07,240 connection completely. Oh scent How? 294 00:18:08,360 --> 00:18:11,200 How? Because assuming we can smell, 295 00:18:11,200 --> 00:18:15,800 yes, where does that mood come in? 296 00:18:15,800 --> 00:18:19,880 Could certain cells smells make us feel less happy than others? 297 00:18:19,880 --> 00:18:23,040 Absolutely. And it also goes to trigger a 298 00:18:23,040 --> 00:18:24,720 memory. So let's let's talk about 299 00:18:24,720 --> 00:18:27,480 vanilla. So everybody, most people love 300 00:18:27,480 --> 00:18:30,200 vanilla because it makes you feel happy. 301 00:18:30,200 --> 00:18:32,880 And that's something, you know, vanilla cookies, vanilla ice 302 00:18:32,880 --> 00:18:35,960 cream, vanilla lollipops. You know, when your mom, when 303 00:18:35,960 --> 00:18:39,720 you fell, you maybe to make you feel better, you got vanilla 304 00:18:39,720 --> 00:18:42,560 lollipop or vanilla ice cream. So that made you feel better. 305 00:18:42,680 --> 00:18:47,480 But the converse is what happens if you really broke something 306 00:18:47,520 --> 00:18:50,960 and you fell and you couldn't walk for six months and then 307 00:18:50,960 --> 00:18:53,840 suddenly your mom or the nurse gives you something vanilla and 308 00:18:53,840 --> 00:18:56,400 you're saying, oh, this reminds you of when I fell. 309 00:18:56,800 --> 00:18:58,560 So you see, the converse is true. 310 00:18:58,840 --> 00:19:01,440 It's a vanilla, which is a wonderful aroma. 311 00:19:01,680 --> 00:19:05,680 An ingredient can trigger bad memories or good memories. 312 00:19:05,680 --> 00:19:10,680 And it's it doesn't doesn't mean it doesn't really rely on what 313 00:19:11,120 --> 00:19:13,600 fragrance or scent or ingredient it is. 314 00:19:14,000 --> 00:19:17,360 It is a connection to the experience, to the memory, to 315 00:19:17,360 --> 00:19:21,600 the activity at the time. So you have worked and advised a 316 00:19:21,600 --> 00:19:24,960 lot of. Companies, when they are 317 00:19:24,960 --> 00:19:27,800 launching a perfume, when they're thinking about creating 318 00:19:27,800 --> 00:19:32,000 a scent, how do you help them avoid that quagmire of all those 319 00:19:32,000 --> 00:19:34,080 negative memories? What's does it? 320 00:19:34,080 --> 00:19:38,240 Is it a blend of things so one is not more overpowering? 321 00:19:39,240 --> 00:19:43,280 First of all, it's understanding what the brand ethos is. 322 00:19:44,160 --> 00:19:51,720 You know, a fragrance for a rocking a rock star, or you know 323 00:19:51,720 --> 00:19:55,600 somebody who's a, you know, 20. Justin Bieber. 324 00:19:55,720 --> 00:19:57,440 Justin Bieber. He's got a scent. 325 00:19:57,480 --> 00:20:00,240 Right. That would not work well for 326 00:20:00,520 --> 00:20:06,080 somebody who's a classic, maybe pianist or an architect because 327 00:20:06,120 --> 00:20:10,920 or a brand or a company that has maybe an older demographic. 328 00:20:11,400 --> 00:20:15,960 So everything that I do revolves around the brand ethos. 329 00:20:15,960 --> 00:20:17,960 What is it, what who's the demographic? 330 00:20:17,960 --> 00:20:20,200 Where is their, who's their audience base? 331 00:20:20,200 --> 00:20:22,080 Who's where, who are they selling to? 332 00:20:22,440 --> 00:20:25,840 What is the advertising of the tagline? 333 00:20:26,640 --> 00:20:30,320 If it has a young vibe, then it should be something light and 334 00:20:30,320 --> 00:20:33,360 bright and citrusy, not heavy and dark. 335 00:20:33,360 --> 00:20:39,040 And so I equate different ingredients with a different 336 00:20:39,040 --> 00:20:42,920 demographic and a different sensitivity and sensibility. 337 00:20:44,120 --> 00:20:50,120 Somebody who's somebody who's, you know, very, let's say as a 338 00:20:50,120 --> 00:20:53,880 woman who's very sophisticated, who's wearing Chanel, who's 339 00:20:53,880 --> 00:20:58,840 wearing, you know, and it also depends on her age. 340 00:20:59,440 --> 00:21:06,600 So there are certain fragrances that will embellish and reflect 341 00:21:07,120 --> 00:21:11,160 that demographic, that vibe, that brand, and there are others 342 00:21:11,160 --> 00:21:14,360 that will be a total disconnect. Does that also have to do with 343 00:21:14,360 --> 00:21:18,200 hormones, like hormones that might be more prevalent in 344 00:21:18,200 --> 00:21:22,400 someone younger, you know, connecting with that scent 345 00:21:22,520 --> 00:21:26,200 versus someone who's older? Well, I think, I think 346 00:21:26,280 --> 00:21:31,080 definitely has to do with age, possibly hormones. 347 00:21:31,080 --> 00:21:35,040 I, I'm not a scientist, so I don't really can go and talk 348 00:21:35,040 --> 00:21:39,720 about that, But you know, we hormones will also give you a 349 00:21:39,720 --> 00:21:44,120 sense of either feeling confident and happy or it'll 350 00:21:44,120 --> 00:21:48,200 start to get you crazy and get you, you know, agitated 351 00:21:48,520 --> 00:21:51,040 depending on where you are searching for women and where 352 00:21:51,040 --> 00:21:55,600 they are in their cycle. But I don't think it has. 353 00:21:57,440 --> 00:22:00,400 I I'm not sure about fragrance with hormones, but I know 354 00:22:00,400 --> 00:22:03,160 fragrance and memory and connecting your brand essence is 355 00:22:03,400 --> 00:22:09,520 something that people look for. And when you, when you think of, 356 00:22:09,520 --> 00:22:14,840 let's say the scent, the Dior scent that Johnny Depp 357 00:22:15,760 --> 00:22:23,240 advertises versus yeah, okay, do you, where do you think the 358 00:22:23,240 --> 00:22:28,640 marketing is versus the scent that makes, let's say a guy will 359 00:22:28,640 --> 00:22:32,360 bring guys into this discussion, makes a guy say I'm going to be 360 00:22:32,520 --> 00:22:36,560 cooler, sexy or this or that? The minute I put that on, how 361 00:22:36,560 --> 00:22:40,080 much do you think is the advertising versus the cent or 362 00:22:40,080 --> 00:22:43,080 is it just the whole thing versus Johnny Depp, you know? 363 00:22:43,680 --> 00:22:47,640 Well, I think also certain companies want to align 364 00:22:47,640 --> 00:22:50,280 themselves with certain celebrities for the marquee 365 00:22:50,280 --> 00:22:54,280 value. Now, truthfully, you know, Au 366 00:22:54,280 --> 00:22:57,280 Sauvage is a classic deal men's fragrance. 367 00:22:57,280 --> 00:23:00,400 It's got citrus notes, it's got some spicy notes. 368 00:23:00,960 --> 00:23:06,720 It's a sophisticated fragrance that was always for basically 369 00:23:06,720 --> 00:23:09,840 young men. It has a citrus brightness and 370 00:23:09,840 --> 00:23:14,720 it has a youth element to it. Here comes Johnny Depp, who's 371 00:23:14,720 --> 00:23:18,000 totally the antithesis of that. He's not youthful. 372 00:23:18,000 --> 00:23:20,680 He's not, you know, a citrus vibe. 373 00:23:20,680 --> 00:23:23,880 He's he can be a little dark. He can be a little, you know, 374 00:23:23,880 --> 00:23:26,160 the Pirates of Caribbean and all these things, these. 375 00:23:26,760 --> 00:23:29,960 But he's a name. And I think he did the blue He 376 00:23:30,080 --> 00:23:33,960 he also did, yeah, something blue, I think blue Chanel. 377 00:23:35,080 --> 00:23:40,320 So there are companies that will tie into a celebrity for the 378 00:23:40,320 --> 00:23:44,040 marquee value. And it has nothing to do with 379 00:23:44,040 --> 00:23:47,760 the fragrance. To me, that's not such a good 380 00:23:47,760 --> 00:23:50,640 idea. I mean, I think America is 381 00:23:50,680 --> 00:23:52,880 totally obsessed with celebrities. 382 00:23:53,480 --> 00:24:00,400 And sometimes the celebrity connotation and partnership and 383 00:24:00,400 --> 00:24:04,520 branding works, and sometimes it doesn't at all. 384 00:24:04,960 --> 00:24:08,600 I would agree with that. I mean, I will say there, I'm 385 00:24:08,600 --> 00:24:11,880 sure there's, this is maybe it's terrible for me to say, but 386 00:24:12,520 --> 00:24:15,440 where we have blunt conversations here, I'm sure 387 00:24:15,440 --> 00:24:18,520 there are some celebrity that if I knew they were advertising in 388 00:24:18,520 --> 00:24:25,040 particular perfume or fragrance, it would be the last one I would 389 00:24:25,040 --> 00:24:29,160 want to be known to say with. So it's very interesting talk 390 00:24:29,600 --> 00:24:32,160 talking about that marketing and the the risk there. 391 00:24:32,440 --> 00:24:37,040 Yeah, and, and some celebrities are so, you know, besotted about 392 00:24:37,440 --> 00:24:42,480 the money and the royalties that it might be hard to turn down. 393 00:24:42,480 --> 00:24:45,640 But you know, in that in those instances, I think that they're 394 00:24:45,640 --> 00:24:51,240 selling out or the companies are selling out to a celebrity 395 00:24:51,240 --> 00:24:55,280 because celebrities also have to protect their brand image. 396 00:24:58,040 --> 00:25:03,000 I remember years ago when Cher launched her fragrance, I think 397 00:25:03,000 --> 00:25:05,120 it was called Unforgotten or and. 398 00:25:05,520 --> 00:25:09,040 Something like that. And you know, everything about 399 00:25:09,040 --> 00:25:10,720 it was awful. They launched it. 400 00:25:11,560 --> 00:25:15,000 They launched it in a very select tight distribution. 401 00:25:15,320 --> 00:25:20,400 You know, Cher was a worldwide celebrity and, and an artist and 402 00:25:20,400 --> 00:25:22,960 a brilliant actress and, you know, not to take anything away 403 00:25:22,960 --> 00:25:28,520 from her, but her notoriety and her fanbase was, you know, all 404 00:25:28,520 --> 00:25:31,480 over the world. And the company launched it in a 405 00:25:31,480 --> 00:25:38,600 very select distribution. And the, you know, I, I got that 406 00:25:38,600 --> 00:25:42,400 the cap fell off the cut, the fragrance discoloured the, the 407 00:25:42,400 --> 00:25:45,320 bottle. And so everything about it was 408 00:25:45,920 --> 00:25:50,000 forgettable. And I, and I, I'm sorry 409 00:25:50,000 --> 00:25:53,280 everybody, but I think but the fragrance is called Unforgotten 410 00:25:53,280 --> 00:25:57,000 or Miss or something like that. And people didn't like it. 411 00:25:57,000 --> 00:26:01,400 You know, I'll tell you, Lady Gaga, when she launched her 412 00:26:01,400 --> 00:26:06,840 first fragrance and it was all the ingredients were all really 413 00:26:06,840 --> 00:26:11,800 awful, blood, sperm. And she came up with this bottle 414 00:26:11,800 --> 00:26:15,320 and they launched it at Macy's. And it was a huge flop because, 415 00:26:15,800 --> 00:26:21,000 you know, Lady Gaga is such a brilliant personality and the 416 00:26:21,000 --> 00:26:25,480 talent, but she went a little wild or they went a little wild 417 00:26:25,480 --> 00:26:28,680 in terms of the fragrance, and it didn't, it didn't connect to 418 00:26:28,680 --> 00:26:31,680 the audience at all. So there can be some mistakes. 419 00:26:31,680 --> 00:26:34,480 I didn't understand that when I'm like that is so dark. 420 00:26:34,480 --> 00:26:38,640 You have you have such a pop club, fun audience. 421 00:26:38,640 --> 00:26:40,120 People like to dance to your music. 422 00:26:40,120 --> 00:26:44,360 Why are you going into the over the over the edge Satanism 423 00:26:44,360 --> 00:26:45,960 almost. It was very bizarre. 424 00:26:46,840 --> 00:26:53,200 What does what do the scent we choose say about us as people? 425 00:26:53,200 --> 00:26:56,760 Do certain personalities gravitate towards certain sense? 426 00:26:56,760 --> 00:27:00,560 What have you learned from what you've done customizing Sense 427 00:27:00,560 --> 00:27:03,040 for people? So I created 18 different 428 00:27:03,040 --> 00:27:06,120 fragrance blends and I take people on a fragrance journey. 429 00:27:06,120 --> 00:27:09,080 First of all, I invite them to take the Cent quiz, which people 430 00:27:09,080 --> 00:27:12,360 can take online too, on my website, suephillips.com, 431 00:27:13,000 --> 00:27:16,000 because there are so many different ingredients and so 432 00:27:16,000 --> 00:27:18,120 many fragrance families that it's confusing. 433 00:27:18,120 --> 00:27:22,600 So I narrowed it down to four fresh, floral, woodsy, spicy. 434 00:27:22,600 --> 00:27:24,480 It's so easy to even think about that. 435 00:27:24,800 --> 00:27:27,480 But when they take the scent quiz or they go online and take 436 00:27:27,480 --> 00:27:31,400 the scent quiz, there are, especially when they meet with 437 00:27:31,400 --> 00:27:35,200 me, I go through all eighteens. So they go on a fragrance 438 00:27:35,200 --> 00:27:39,040 journey and as they're smelling and they're putting the one to 439 00:27:39,040 --> 00:27:42,040 the left that they like, the one in the middle that they may not 440 00:27:42,040 --> 00:27:44,280 like, or the one to the right, which they definitely don't 441 00:27:44,280 --> 00:27:47,000 like, we narrow it down to what they like. 442 00:27:47,000 --> 00:27:51,200 I would say that young people definitely like light, bright 443 00:27:51,200 --> 00:27:53,920 fragrances. In fact, I always give the 444 00:27:53,920 --> 00:27:57,480 analogy that Americans love fresh and clean. 445 00:27:58,080 --> 00:28:01,280 Everything you know that on our grocery shelves is lemon Pledge 446 00:28:01,280 --> 00:28:05,120 citrus bright clean. That's sort of the, the, the 447 00:28:05,120 --> 00:28:09,000 vibe and the mentality that Americans have to be clean and 448 00:28:09,000 --> 00:28:12,320 bright and they shower three times a day because that's our 449 00:28:12,320 --> 00:28:17,120 DNA here. Europeans love florals and 450 00:28:17,320 --> 00:28:21,680 English like lavender. The South Americans love spicy. 451 00:28:22,440 --> 00:28:24,880 The Japanese don't wear fragrance, but they give it as 452 00:28:24,880 --> 00:28:26,240 gifts. And in the Middle East, 453 00:28:26,240 --> 00:28:30,520 everything is ood, heavy ood and incense. 454 00:28:31,080 --> 00:28:35,880 And so there are different, you know, cultural preference, just 455 00:28:35,880 --> 00:28:38,920 the way there is food. You know, certain cultures love 456 00:28:38,920 --> 00:28:41,320 a certain, I mean, you go to India and everything is very 457 00:28:41,320 --> 00:28:44,200 spicy. You go to France and everything 458 00:28:44,200 --> 00:28:49,080 is just, you know, so creamy and and and very tasty, not very 459 00:28:49,080 --> 00:28:51,720 spicy. You go to the Middle East and 460 00:28:51,720 --> 00:28:57,760 everything is in the sort of spicy, aromatic balsamic, 461 00:28:59,800 --> 00:29:01,880 balsamic and vanilla's and so on. 462 00:29:02,320 --> 00:29:06,040 So there is something to be said about cultural differences in 463 00:29:06,040 --> 00:29:11,200 food, in music and in fragrance. That is fascinating. 464 00:29:11,960 --> 00:29:15,520 See what you learn here. Yes, I'm learning a lot from 465 00:29:15,520 --> 00:29:18,120 you. My guest is Sue Phillips, and we 466 00:29:18,120 --> 00:29:22,600 are talking about sense, and she is a foremost expert on this 467 00:29:22,600 --> 00:29:25,480 topic in the world. So I hope you're really paying 468 00:29:25,480 --> 00:29:27,160 attention here because there's a lot to learn. 469 00:29:28,000 --> 00:29:29,720 Now. I have a OK, you have a book. 470 00:29:29,720 --> 00:29:33,080 Here during the COVID, When COVID happened, I had to shut 471 00:29:33,080 --> 00:29:35,480 down my boutique and business came to us halt. 472 00:29:36,000 --> 00:29:39,320 And I'd love, I love writing and I'd written so many articles 473 00:29:39,320 --> 00:29:41,160 about fragrance for different publications. 474 00:29:41,160 --> 00:29:44,880 And finally I said to myself, well, self, there's no business. 475 00:29:44,880 --> 00:29:46,080 You may as well do what you love. 476 00:29:46,320 --> 00:29:51,160 So I wrote a book called the power of Perfume and it's, it's 477 00:29:51,200 --> 00:29:53,760 you know, it's got a lot of different chapters of different. 478 00:29:53,760 --> 00:29:57,080 It's not a very heavy tone. It's very informative, 479 00:29:57,080 --> 00:30:00,800 educational and fun reading. And the reason I did it is 480 00:30:00,800 --> 00:30:05,840 because I wanted to get the message out that fragrance is so 481 00:30:05,840 --> 00:30:08,800 magical and so powerful because of all the things we've talked 482 00:30:08,800 --> 00:30:10,480 about. It connect your sense of smell 483 00:30:10,480 --> 00:30:12,960 and sense of taste, memory and emotion. 484 00:30:13,600 --> 00:30:17,760 And it makes you, when you wear a fragrance that you love and 485 00:30:17,760 --> 00:30:22,760 that reflects who you are, which is probably a custom fragrance, 486 00:30:23,360 --> 00:30:26,160 and people compliment you on it and they say, Oh my God, you 487 00:30:26,160 --> 00:30:28,280 smell beautiful. What does that make you do? 488 00:30:28,280 --> 00:30:30,880 It makes you sit up straight. It makes you smile. 489 00:30:30,880 --> 00:30:34,240 It makes you feel confident and it makes you feel special 490 00:30:34,240 --> 00:30:36,400 because guess what? There's nobody else in the world 491 00:30:36,400 --> 00:30:37,960 that has that fragrance except you. 492 00:30:38,880 --> 00:30:43,160 So that's sort of what I love. And there's a lot of truth in 493 00:30:43,160 --> 00:30:47,120 what you just said because there, I can't think of the 494 00:30:47,120 --> 00:30:48,960 place. It's downtown where you can go 495 00:30:48,960 --> 00:30:55,480 and have a custom perfume made. And I was one time I met this 496 00:30:55,480 --> 00:30:57,160 woman. I'm like, Oh my gosh, you smell 497 00:30:57,160 --> 00:30:58,720 so good. I just love that scent. 498 00:30:59,160 --> 00:31:01,800 So that Christmas my husband said, well, you know, he's 499 00:31:01,800 --> 00:31:03,600 always looking for things for Christmas. 500 00:31:03,600 --> 00:31:05,680 I said, listen, forget all that other stuff you're thinking 501 00:31:05,680 --> 00:31:07,520 about. I just want this particular 502 00:31:07,880 --> 00:31:11,960 bottle of perfume. And let me tell you, it does not 503 00:31:11,960 --> 00:31:16,160 smell like that on me. I cannot wear it nicely. 504 00:31:16,680 --> 00:31:19,200 So that in itself is an interesting. 505 00:31:20,080 --> 00:31:24,880 Because what you were smelling on her reflected well with her 506 00:31:24,880 --> 00:31:30,000 body chemistry and her DNA and what when it came to you, it 507 00:31:30,000 --> 00:31:32,360 didn't reflect who you are. It was different. 508 00:31:32,960 --> 00:31:36,640 People don't know that, you know, So we are all sort of 509 00:31:38,600 --> 00:31:42,520 besotted with different fragrances by different 510 00:31:42,520 --> 00:31:45,400 celebrities and designers and the hottest new fragrance you 511 00:31:45,400 --> 00:31:48,800 want, but the hottest new fragrance might not suit your 512 00:31:48,800 --> 00:31:52,560 body chemistry. And that is one of the reasons 513 00:31:52,560 --> 00:31:57,640 that I've been able to really talk to people and help people 514 00:31:57,640 --> 00:32:01,960 and create beautiful perfumes and get their responses and 515 00:32:01,960 --> 00:32:05,440 their reviews when they create, when they wear a fragrance that 516 00:32:05,440 --> 00:32:09,200 has been created especially for them, they. 517 00:32:09,400 --> 00:32:11,880 Are do this for people and create custom. 518 00:32:11,880 --> 00:32:16,920 Sense yes, both in person when you come to my boutique and we 519 00:32:16,920 --> 00:32:19,840 do, I give you the same personality quiz and go through 520 00:32:19,840 --> 00:32:24,200 the quiz and then we go through old 18 blends and based on your 521 00:32:24,200 --> 00:32:29,440 reaction, I see if a person's eyes light up, if they smile or 522 00:32:29,440 --> 00:32:32,440 if they frown. It's all just do with their 523 00:32:32,440 --> 00:32:37,040 facial expressions and their their connection with the 524 00:32:37,040 --> 00:32:39,960 fragrance that they're smelling. So it's very psychological on 525 00:32:39,960 --> 00:32:41,520 some level. Very psychological and it's, 526 00:32:41,640 --> 00:32:46,000 it's so palpable because I can see in somebody's facial 527 00:32:46,000 --> 00:32:48,920 expression exactly what's going on in the mind. 528 00:32:49,240 --> 00:32:50,400 I love it. I hate it. 529 00:32:50,440 --> 00:32:51,960 I think it's good. I'm not sure. 530 00:32:51,960 --> 00:32:55,400 Yes, I love it. This reminds me of so it's A and 531 00:32:55,400 --> 00:32:58,640 then at the end they narrow it down to 3 or 4 blends. 532 00:32:58,640 --> 00:33:02,440 I call them blends and they create something that is 533 00:33:02,560 --> 00:33:05,880 amazing. And what's fascinating for me is 534 00:33:05,880 --> 00:33:10,360 that I'm able to do this with people I don't know, I've never 535 00:33:10,360 --> 00:33:12,480 met. It's just they take the send 536 00:33:12,480 --> 00:33:16,720 quiz online and they tell me, oh, I like, you know, Au Sauvage 537 00:33:16,720 --> 00:33:19,000 or I like Chanel or I like something else. 538 00:33:19,440 --> 00:33:22,400 But, and many fragrances have been discontinued. 539 00:33:22,400 --> 00:33:24,480 So they are desperate for their fragrance. 540 00:33:24,480 --> 00:33:27,440 And then I go and research what their fragrance was that has 541 00:33:27,440 --> 00:33:30,160 been discontinued. And I see what the breakdown of 542 00:33:30,160 --> 00:33:33,280 the notes are. And then I look at the ascent 543 00:33:33,280 --> 00:33:36,080 results and I'm able to come up with something. 544 00:33:36,080 --> 00:33:38,240 I, I was blown away the other day. 545 00:33:38,840 --> 00:33:40,920 I had created this fragrance for this gentleman. 546 00:33:40,920 --> 00:33:42,560 He didn't know me. He found me. 547 00:33:42,560 --> 00:33:45,440 He said basically I found you online. 548 00:33:45,440 --> 00:33:49,520 I've been searching, searching, searching for ages for this, my 549 00:33:49,520 --> 00:33:52,280 perfect sense. And he told me what he liked too 550 00:33:52,280 --> 00:33:59,160 very, you know, very, you know, not really modern popular 551 00:33:59,160 --> 00:34:01,560 fragrances, but very sort of obscure. 552 00:34:02,600 --> 00:34:06,280 And I saw his scent results and I saw the fragrances. 553 00:34:06,280 --> 00:34:08,440 I looked them up. I was able to find that one was 554 00:34:08,440 --> 00:34:14,239 leathery and one was very sort of, well, maybe I'll say woodsy. 555 00:34:15,560 --> 00:34:18,280 But I created something for him which was very complex. 556 00:34:18,280 --> 00:34:21,199 And then he wrote to me before I sent it, he said, can you make 557 00:34:21,199 --> 00:34:24,080 me a larger size bottle? So that was great. 558 00:34:24,080 --> 00:34:26,320 He wanted a larger size without even smelling it. 559 00:34:26,760 --> 00:34:29,800 I sent it to him. It never got to him because 560 00:34:30,920 --> 00:34:34,159 somebody from the building saw the package, whatever it was, 561 00:34:34,159 --> 00:34:35,679 and stole it. So he wrote back. 562 00:34:35,679 --> 00:34:38,080 He said, I said, did you, did you get the send? 563 00:34:38,080 --> 00:34:40,760 He said, no, I didn't. I said, OK, He said, I want to 564 00:34:41,120 --> 00:34:42,880 get it again. I said, OK, I'll make it for 565 00:34:42,880 --> 00:34:46,360 you. So this time I sent to Tim the 566 00:34:46,360 --> 00:34:50,120 different package, different shipping and so on. 567 00:34:51,360 --> 00:34:56,400 And he wrote to me the day that he got it, he said, I am blown 568 00:34:56,400 --> 00:34:58,800 away. It is absolutely what I want. 569 00:34:58,920 --> 00:35:02,400 Everything about is magnificent. And then two days later, he 570 00:35:02,400 --> 00:35:04,440 wrote to me. He said I've already had four 571 00:35:04,440 --> 00:35:07,920 compliments from people. So now he wants to really help 572 00:35:08,000 --> 00:35:11,000 build my brand. But when I hear comments like 573 00:35:11,000 --> 00:35:14,520 that, when I've been able to create something so different 574 00:35:14,520 --> 00:35:18,800 and so complex and so meaningful for the client, it just makes me 575 00:35:19,080 --> 00:35:23,560 so thrilled and happy. That is such a wonderful story. 576 00:35:23,560 --> 00:35:26,200 I want to talk to you about perfume etiquette. 577 00:35:26,400 --> 00:35:28,520 Yes. Oh, OK. 578 00:35:29,720 --> 00:35:31,400 I have a feeling you know where I'm going. 579 00:35:31,560 --> 00:35:37,560 There are people that put on so much perfume and Cologne, and 580 00:35:37,640 --> 00:35:40,720 I'm a hugger. I always love to hug people, but 581 00:35:40,720 --> 00:35:42,960 I really don't want to smell like them for the rest of the 582 00:35:42,960 --> 00:35:45,880 day, especially if it's a terrible scent and then I'm 583 00:35:45,880 --> 00:35:48,560 gagging or my eyes are starting to water. 584 00:35:49,320 --> 00:35:53,400 What is perfume etiquette? And first of all, let's start 585 00:35:53,400 --> 00:35:55,560 with where should we apply perfume? 586 00:35:55,600 --> 00:35:59,760 Perfect. So I always tell the story that 587 00:35:59,880 --> 00:36:02,880 perfumers have been creating fragrances and perfumes for 588 00:36:02,880 --> 00:36:07,560 centuries, but people don't really know where to wear. 589 00:36:07,560 --> 00:36:11,760 So the original sort of perfume etiquette, or where you wear 590 00:36:11,760 --> 00:36:16,280 perfume, was to create it and put it in all your pulse points. 591 00:36:16,280 --> 00:36:19,880 So where are the pulse points? At the ankles, women used to 592 00:36:19,880 --> 00:36:23,280 wear long flowing skirts. They would apply to the ankles 593 00:36:23,640 --> 00:36:27,000 and the swishing of the skirts would make the fragrance lift up 594 00:36:28,640 --> 00:36:35,880 behind the knees, in between the thighs, in the bazoom area, at 595 00:36:35,880 --> 00:36:39,600 the pulse points and wherever you want to be kissed. 596 00:36:40,680 --> 00:36:43,040 And so the perfumers used to say this. 597 00:36:43,040 --> 00:36:45,040 So he said, what does the Americans do? 598 00:36:45,040 --> 00:36:47,480 Do a schwitzia and a schwitzia, who does? 599 00:36:47,480 --> 00:36:52,320 They attacked the birds and the clouds because fragrance rises. 600 00:36:52,880 --> 00:36:55,600 So one of the things that I always believe in, the 601 00:36:55,800 --> 00:36:59,680 fragrances should be put on the pulse points, not on the hair, 602 00:37:00,080 --> 00:37:02,760 not on the back of the neck, because you can't smell it, and 603 00:37:02,760 --> 00:37:06,320 not on clothes. But many people spray fragrance 604 00:37:06,320 --> 00:37:07,880 on clothes. First of all, it'll damage your 605 00:37:07,880 --> 00:37:10,720 clothes. If you have anything light, it 606 00:37:10,720 --> 00:37:14,040 might stay in your clothes. Some of the fragrance and 607 00:37:14,040 --> 00:37:17,880 chemicals might affect the materials if you're wearing. 608 00:37:17,880 --> 00:37:20,920 Depending on what kind of fabric, it could be a polyester, 609 00:37:20,920 --> 00:37:23,640 or it could be rayon, or it could be something else and 610 00:37:23,800 --> 00:37:28,040 it'll distort the fragrance. And it's not a good idea to wear 611 00:37:28,040 --> 00:37:30,320 fragrance and clothes because you might wear one fragrance 612 00:37:30,320 --> 00:37:34,480 today, something tomorrow or the next day, and then the previous 613 00:37:34,480 --> 00:37:36,600 fragrance lingers on your outfit, which is not a good 614 00:37:36,600 --> 00:37:38,800 thing. Fragrance is meant to be worn on 615 00:37:39,040 --> 00:37:45,440 cold, cool, unscented skin. So when you come out of the 616 00:37:45,440 --> 00:37:49,720 shower or the bath, what you do is you can always use an 617 00:37:49,720 --> 00:37:53,520 unscented body lotion. Unscented and then you could 618 00:37:53,520 --> 00:37:58,280 apply your fragrance to your pulse points and on your areas 619 00:37:59,080 --> 00:38:03,640 and that will warm skin. I, I said cool, I meant warm 620 00:38:03,640 --> 00:38:06,400 skin. So the warmth of your skin will 621 00:38:06,400 --> 00:38:09,800 help diffuse the fragrance and it will be a beautiful 622 00:38:09,800 --> 00:38:11,840 fragrance. I do agree with you. 623 00:38:11,840 --> 00:38:16,200 Many people spray too much fragrance on their clothes, on 624 00:38:16,200 --> 00:38:18,200 their hair. And so when you're kissing them, 625 00:38:18,200 --> 00:38:21,520 you, you know, the lingering fragrance will transport to you. 626 00:38:22,280 --> 00:38:24,720 And, you know, you said it's a bad fragrance. 627 00:38:24,720 --> 00:38:25,960 Well, it's a bad fragrance for you. 628 00:38:25,960 --> 00:38:27,600 They think it's a fabulous fragrance. 629 00:38:27,600 --> 00:38:29,480 So you see there again, you don't know. 630 00:38:29,960 --> 00:38:33,520 So people should really wear the fragrance for themselves on 631 00:38:33,520 --> 00:38:38,680 their skin and not try and reflect and, you know, encourage 632 00:38:38,680 --> 00:38:40,720 everybody else to wear the same fragrance because it's not going 633 00:38:40,720 --> 00:38:42,440 to be the same. It's not going to smell the 634 00:38:42,440 --> 00:38:44,000 same. You know, you mentioned 635 00:38:44,000 --> 00:38:44,880 something. Interesting. 636 00:38:44,880 --> 00:38:46,880 Don't put it on your clothes because you might wear a 637 00:38:46,880 --> 00:38:50,520 different fragrance to you. If you were going to guess how 638 00:38:50,520 --> 00:38:55,560 many people who enjoy perfume or fragrances, how many do you 639 00:38:55,560 --> 00:38:59,400 think of different types the average person might own? 640 00:38:59,400 --> 00:39:00,800 Do they? Do they rotate? 641 00:39:00,800 --> 00:39:03,440 Or do people define a signature for themselves? 642 00:39:03,760 --> 00:39:05,680 Many people define. A signature. 643 00:39:05,840 --> 00:39:09,560 And then when the signature fragrance has been discontinued 644 00:39:09,560 --> 00:39:11,440 and they're searching, searching, searching for 645 00:39:11,440 --> 00:39:16,120 something new, they become, you know, trying to, you know, like 646 00:39:16,240 --> 00:39:18,840 Hercule Parrot trying to find the right fragrance. 647 00:39:19,360 --> 00:39:21,640 And sometimes they'll, they'll try different figures. 648 00:39:21,640 --> 00:39:24,080 I'll go to the store, they'll try different fragrances and 649 00:39:24,080 --> 00:39:31,920 they'll judge the reaction. Many people love their own 650 00:39:31,920 --> 00:39:36,320 signature scent, but many people also want to have a fragrance, a 651 00:39:36,320 --> 00:39:38,480 different fragrance for a different mood or a different 652 00:39:38,480 --> 00:39:41,800 occasion. So you know you wouldn't wear 653 00:39:41,800 --> 00:39:46,480 the same fragrance to an outdoor sporting activity that you then 654 00:39:46,480 --> 00:39:49,000 you would to a black tie fancy dinner party. 655 00:39:49,720 --> 00:39:52,680 So if you if you, that's a very interesting point. 656 00:39:52,680 --> 00:39:54,480 How? Would you, if you were advising 657 00:39:54,480 --> 00:39:57,080 someone, how would you advise them to think differently for 658 00:39:57,080 --> 00:40:00,920 that black tie event versus the afternoon the same the? 659 00:40:01,080 --> 00:40:04,160 Same as you're wearing different clothes, you would never wear 660 00:40:04,160 --> 00:40:07,520 the same outfit that you're wearing at a black tie for a 661 00:40:07,520 --> 00:40:10,320 polo match. As much as you love that black 662 00:40:10,320 --> 00:40:15,680 tie outfit, that's inappropriate for an outdoor tennis, golfing, 663 00:40:15,880 --> 00:40:20,000 polo match. So certain fragrances would be 664 00:40:20,400 --> 00:40:25,080 not appropriate. Now, if you have your own custom 665 00:40:25,080 --> 00:40:28,960 scent and it's been created for you and it really reflects who 666 00:40:28,960 --> 00:40:31,600 you are, it has nothing to do with the activity. 667 00:40:31,600 --> 00:40:35,000 It has to do with you. So then you could wear that 668 00:40:35,000 --> 00:40:38,960 fragrance to anyone, any place because it becomes your 669 00:40:38,960 --> 00:40:42,160 signature. So I know it's a little bit of a 670 00:40:42,160 --> 00:40:46,840 dichotomy, but it makes sense. But if you know if you. 671 00:40:46,840 --> 00:40:51,320 Have if you have a fragrance that has been created for you 672 00:40:51,320 --> 00:40:54,960 and you love it and it reflects who you are and you want to own 673 00:40:54,960 --> 00:40:58,440 it and celebrate yourself, you could wear it wherever because 674 00:40:58,480 --> 00:41:00,080 it's not going to be a disconnect. 675 00:41:00,400 --> 00:41:04,120 Whereas if you wear something very heavy and very spicy and 676 00:41:04,120 --> 00:41:09,640 very, you know, dark and and complex to a black tie dinner, 677 00:41:09,720 --> 00:41:13,280 which is not your fragrance, and you wear that same fragrance to 678 00:41:13,360 --> 00:41:15,920 an outdoor polo match, it's a disconnect. 679 00:41:17,400 --> 00:41:18,800 You know, I'm curious. You talked. 680 00:41:18,800 --> 00:41:22,120 About different it, well, I want to ask you a question first. 681 00:41:22,120 --> 00:41:25,240 Fragrance, scent, perfume, Cologne. 682 00:41:25,840 --> 00:41:27,080 Is there a difference between them all? 683 00:41:28,520 --> 00:41:29,920 What is the? What are what are those 684 00:41:30,040 --> 00:41:31,200 differences? The difference is the 685 00:41:31,200 --> 00:41:34,680 concentration. So perfume is the most 686 00:41:34,680 --> 00:41:37,960 concentrated. If you think of a bottle, an 687 00:41:37,960 --> 00:41:42,200 empty bottle. So you have 30% of your actual 688 00:41:42,200 --> 00:41:47,120 perfume concentration, the perfume ingredient and that's 689 00:41:47,120 --> 00:41:49,520 all you're allowed around that percentage. 690 00:41:49,520 --> 00:41:53,680 The FDA and ocean, all these regulatory bodies have 691 00:41:53,680 --> 00:41:56,680 determined that this is the measurement. 692 00:41:57,160 --> 00:42:02,040 And then you add the alcohol, denatured alcohol and different 693 00:42:02,040 --> 00:42:06,440 kinds of water so that. So perfume is a liquid. 694 00:42:06,760 --> 00:42:08,680 It's different than essential oils. 695 00:42:08,680 --> 00:42:12,680 Essential oils has a consistency of say like olive oil, very 696 00:42:12,680 --> 00:42:16,280 heavy, very occlusive. It doesn't really penetrate into 697 00:42:16,280 --> 00:42:17,880 your skin. It stays on the top and you have 698 00:42:17,880 --> 00:42:21,240 to rub it in to really let it absorb. 699 00:42:21,520 --> 00:42:25,280 So perfume is the most concentrated, it's the highest 700 00:42:25,680 --> 00:42:28,720 level, it's the the strongest version. 701 00:42:29,120 --> 00:42:32,720 The more you dilute it with denatured alcohol and water, it 702 00:42:32,720 --> 00:42:36,480 becomes ode perfume, which literally means water of 703 00:42:36,480 --> 00:42:41,240 perfume, then ode toilette and then Cologne, ode Cologne. 704 00:42:42,040 --> 00:42:43,960 So it's just a matter of concentrate. 705 00:42:43,960 --> 00:42:47,080 It has nothing to do with perfume is for women and Cologne 706 00:42:47,080 --> 00:42:50,720 is for men. It became a generic term for 707 00:42:50,840 --> 00:42:54,480 women's fragrances, perfume and Cologne for men. 708 00:42:54,480 --> 00:42:59,560 But actually men can wear perfume, women can wear Cologne. 709 00:42:59,560 --> 00:43:03,040 It's just a question of the strength and the concentration 710 00:43:03,040 --> 00:43:05,320 that was that was a great. Educational point. 711 00:43:05,320 --> 00:43:07,760 So much of this is in my book too. 712 00:43:08,200 --> 00:43:09,560 What do you have here? You have a. 713 00:43:09,560 --> 00:43:13,200 Variety of items sitting in front of you so I just bought 714 00:43:13,200 --> 00:43:15,920 some of. These atomizers that we use, I 715 00:43:15,920 --> 00:43:22,080 love to use sort of interesting refillable products. 716 00:43:22,080 --> 00:43:26,800 So these are I, I call them twist and swivel. 717 00:43:27,120 --> 00:43:34,680 You twist, you open it up and then there is a bottle in here. 718 00:43:34,880 --> 00:43:38,440 So there's look at that and. So you would be able to refill 719 00:43:38,440 --> 00:43:42,360 the bottle exactly. So you take it off, you're 720 00:43:42,360 --> 00:43:44,720 untwisted. See, I, I really love 721 00:43:44,720 --> 00:43:47,520 sustainability. I, I hate throwing away 722 00:43:47,520 --> 00:43:52,600 beautiful bottles. And so this becomes very nice 723 00:43:52,600 --> 00:43:56,000 and then I have smaller sizes, which is fun too. 724 00:43:56,120 --> 00:44:00,600 They twist and swivel and I, I made one for you, which is in 725 00:44:00,600 --> 00:44:03,720 the Rose gold. And then I have this art, this 726 00:44:03,720 --> 00:44:06,760 packaging and I love again, sister. 727 00:44:06,760 --> 00:44:09,160 So this is a little sash satin sachet. 728 00:44:09,160 --> 00:44:12,000 I descended in gold, purple and black. 729 00:44:12,360 --> 00:44:19,160 Most men love the black brushed atomizer with the black sachet 730 00:44:19,520 --> 00:44:23,320 and then women happen to love the gold and black and looks. 731 00:44:23,400 --> 00:44:29,040 This looks very Chanel in the gold and then the Rose gold can 732 00:44:29,040 --> 00:44:35,800 come with purple or so. So these are really sort of my 733 00:44:35,800 --> 00:44:40,600 version of sustainability so that you don't have to throw 734 00:44:40,600 --> 00:44:42,280 them away. You can always refill them and 735 00:44:42,280 --> 00:44:45,920 get refills, which I think is nice because people love these 736 00:44:45,920 --> 00:44:49,160 they, they sit in this, you know, carry them in your 737 00:44:49,160 --> 00:44:53,360 handbag, your purse or a gentleman's pocket and they're 738 00:44:53,360 --> 00:44:54,840 fun. You can travel with them. 739 00:44:55,120 --> 00:44:58,200 The largest 1 is only 20ML, just under an ounce. 740 00:44:58,200 --> 00:45:04,160 So it's perfectly safe to travel with it on, on the planes, you 741 00:45:04,160 --> 00:45:07,280 know, we mentioned. You mentioned Coco Chanel, 742 00:45:07,280 --> 00:45:10,400 starting with Chanel #5 and that powdery scent. 743 00:45:10,440 --> 00:45:15,720 I'm curious over the decades we talked about countries having 744 00:45:15,720 --> 00:45:21,720 their own kind of unique scent or vibe or go to that the masses 745 00:45:21,720 --> 00:45:26,480 seem to prefer regionally decade wise does. 746 00:45:27,560 --> 00:45:30,440 Does desire for certain? Sense change over the decade? 747 00:45:30,440 --> 00:45:33,640 Absolutely it's. In my book, again fragrance 748 00:45:33,640 --> 00:45:37,600 through the decades. So you think about in the 1920s 749 00:45:38,200 --> 00:45:45,600 or 1910, actually 1904 Coke Cote, Francois Cote was a real 750 00:45:45,600 --> 00:45:49,320 human being. He was a perfumer and he created 751 00:45:49,320 --> 00:45:55,960 a fragrance called Chipra CHYPRES, which really comes from 752 00:45:55,960 --> 00:46:01,760 the, the place called Cyprus. And when he went there, he, he, 753 00:46:01,880 --> 00:46:06,160 he experienced this overwhelming, heavy, deep, 754 00:46:06,240 --> 00:46:11,760 mossy, Patchouli, leathery type. And he made a fragrance in 1904 755 00:46:11,760 --> 00:46:14,720 called Coty. So that was the fragrance in 756 00:46:14,720 --> 00:46:18,480 1904. In 1910 there was a fragrance 757 00:46:18,480 --> 00:46:24,480 called Valdenois by Shalimar, I think. 758 00:46:25,000 --> 00:46:27,960 And then there was Chanel #5 in 1920. 759 00:46:28,280 --> 00:46:32,560 In the 30s, there were all kinds of different fragrances in the 760 00:46:32,560 --> 00:46:36,960 40s and 50s. So in America suddenly came and 761 00:46:36,960 --> 00:46:41,000 there were a lot of European fragrances in the 60's, the 762 00:46:41,000 --> 00:46:46,400 first sort of American designer fragrances, Norman Norell and. 763 00:46:46,400 --> 00:46:48,680 He created. A fragrance called Norell 764 00:46:48,680 --> 00:46:54,640 NORELL, which is a beautiful, also very heavy green fragrance. 765 00:46:55,240 --> 00:47:00,520 Then came the and then came the 70s. 766 00:47:00,520 --> 00:47:04,200 Remember Revlon created a fragrance called Charlie. 767 00:47:04,200 --> 00:47:06,360 Oh yes. You know she my next door 768 00:47:06,360 --> 00:47:09,240 neighbor wore it all the time. You know the the model. 769 00:47:10,200 --> 00:47:11,920 Whoever the model caller, Charlie. 770 00:47:11,920 --> 00:47:13,680 Yeah. Was that Sybil Shepherd? 771 00:47:13,680 --> 00:47:17,560 No, it was not her that. Lauren Hutton. 772 00:47:17,640 --> 00:47:20,280 Lauren Hutton. And she would stride. 773 00:47:20,280 --> 00:47:21,840 Down. It was the start of sort of 774 00:47:21,840 --> 00:47:25,120 women's Lib and independence. And she wasn't in a dress, she 775 00:47:25,120 --> 00:47:27,600 was in a pantsuit. Yeah, it's right in her 50s. 776 00:47:27,920 --> 00:47:30,840 So this was 70s. In the 80s, it was the first 777 00:47:30,840 --> 00:47:34,160 sort of celebrity fragrance. Remember Miss Elizabeth Taylor? 778 00:47:34,160 --> 00:47:37,280 She came up with passion. See, I'm remembering my 779 00:47:37,280 --> 00:47:40,960 fragrance history in the 90s. So in the 80s everything was 780 00:47:40,960 --> 00:47:45,840 totally excess luxuries, extravagance, over the top, big 781 00:47:45,840 --> 00:47:51,040 shoulder pads. Remember the the the TV series 782 00:47:51,520 --> 00:47:54,120 Dynasty Exactly. As soon as you said shoulder 783 00:47:54,120 --> 00:47:58,960 pads exactly exactly. So the 90s was a total reversal 784 00:47:58,960 --> 00:48:02,280 and those two stars. Was it Linda Evans and Joan 785 00:48:02,280 --> 00:48:04,240 Collins? Both had their own perfumes? 786 00:48:04,280 --> 00:48:07,480 Eventually, yes. Then in the 90s, things 787 00:48:07,480 --> 00:48:13,400 reversed. Things became very, very watery 788 00:48:13,400 --> 00:48:17,800 and very, you know, lighter in the 2000 was going back to the 789 00:48:17,800 --> 00:48:19,840 millennial. People wanted to go back because 790 00:48:19,840 --> 00:48:22,200 it was a whole new century and a whole new thing. 791 00:48:22,200 --> 00:48:25,600 So they went back to the classics, the Shalimars, the art 792 00:48:25,600 --> 00:48:31,400 page, and so and then in 2010 a whole new thing emerged and the 793 00:48:31,400 --> 00:48:33,360 many celebrities and designer fragrances. 794 00:48:33,360 --> 00:48:36,600 But this is sort of where customization came to be. 795 00:48:36,960 --> 00:48:40,120 People were tired of sort of aligning with celebrities and 796 00:48:40,120 --> 00:48:43,760 designers for the disconnect. And so customization became 797 00:48:43,760 --> 00:48:45,560 really important. And that's sort of when I 798 00:48:45,560 --> 00:48:49,120 started in 2012 my custom fragrance business. 799 00:48:49,680 --> 00:48:52,600 And so I can take you through fragrance through the decades 800 00:48:52,600 --> 00:48:55,080 and, you know, it's still customization. 801 00:48:55,080 --> 00:48:58,360 And now it's really about personalization. 802 00:48:58,360 --> 00:49:00,880 Exactly, exactly. Oh my gosh. 803 00:49:00,880 --> 00:49:03,880 Sue Phillips. I could keep talking to you for 804 00:49:03,920 --> 00:49:06,160 hours, but we're at the end of this show. 805 00:49:06,400 --> 00:49:10,560 If you were going to give someone less parting words on 806 00:49:11,080 --> 00:49:13,720 personalizing your scent, what would you say? 807 00:49:14,680 --> 00:49:18,600 I would say. Don't fall into the trap of 808 00:49:18,600 --> 00:49:20,560 wanting what everybody else wants. 809 00:49:21,080 --> 00:49:25,600 Reflect who you are, be passionate, be confident, and 810 00:49:25,600 --> 00:49:30,760 know that your persona is going to be what attracts people to 811 00:49:30,760 --> 00:49:34,160 you, not the fragrance that 25,000,000 other people are 812 00:49:34,160 --> 00:49:39,720 wearing. So personalization, being 813 00:49:39,720 --> 00:49:42,680 confident and reflecting your individuality and your 814 00:49:42,680 --> 00:49:45,240 personality is important. Why wear what everybody else 815 00:49:45,240 --> 00:49:48,800 wears? Because perfume is the signature 816 00:49:48,800 --> 00:49:52,320 of your soul. That is 1. 817 00:49:52,320 --> 00:49:55,640 Great wrap up. I'm going to be thinking about 818 00:49:55,640 --> 00:49:59,160 that as I smell so good thanks to the perfume you gave me. 819 00:50:00,640 --> 00:50:03,240 I'm Diane Grissell. This has been the Silver 820 00:50:03,240 --> 00:50:05,600 despedience perception dynamics podcast. 821 00:50:05,920 --> 00:50:08,440 My guest today has been Sue Phillips. 822 00:50:08,440 --> 00:50:12,320 She is a fragrance expert who is world renowned. 823 00:50:12,800 --> 00:50:16,640 Below you will be able to find her links to her website to her 824 00:50:16,640 --> 00:50:20,040 social media. I highly encourage you take the 825 00:50:20,040 --> 00:50:23,080 free perfume test that's right on her website. 826 00:50:23,200 --> 00:50:26,840 I'm going to go take it because now I'm very curious what is my 827 00:50:26,840 --> 00:50:28,440 scent? Even though I smell delicious 828 00:50:28,440 --> 00:50:30,280 right now thanks to a gift from Sue. 829 00:50:31,040 --> 00:50:35,520 So please subscribe, please tell your friends about this episode, 830 00:50:35,520 --> 00:50:38,520 share it and see you soon.