"The Perfume Diaries"

Inspired by the lesson about packaging few week ago, in which we discussed in class about perfume industry and how it has evolved through time, it made me think about 'The Perfume Diaries' exhibition I went to at Harrods around 5 months ago and I wanted to share to those who missed it.

I heard about it when I first arrived in London and I, as one of the perfume lovers, was really looking forward to it.  'The Perfume Diaries' was curated by world-renowned fragrance authority Roja Dove, Professeur de Parfums and the author of The Essence of Perfume, whom we all had a chance to meet in person when he came as a guest speaker at Regent's College. The exhibition portraited the fascinating chronicle of perfume from ancient era to present time. It showed the evolution of perfume decade by decade and walked through the history behind it. I was enchanting by it!

Francois Coty, French perfume manufacturer once said,

"A perfume needs to attract the eyes as well as the nose."

Perfume is one of the things that packaging plays crucial role in it. Not only the scent has to be adorable, but also the flacon needs to be captivating as well. Packaging in perfume industry has evolved through time until the point that sometimes the bottle itself costs more than what is inside.

The exhibition began with how perfume was produced in an ancient time. It showed how ancient perfumes look like, how to manufacture it, showing all the tools and perfume handbooks in the old days, which were rare things to find nowadays.

Roja Dove himself has selected fragrances from all over the world, featuring all important brands in the industry, which made an impact on perfumery and influenced the society, people and the way in which we wear perfume nowadays. Also, original artwork, sketch designs, vintage advertising visuals, fashion costumes were displayed along with rare flacons up to modern perfumes these days.

Moreover, the exhibition played on the way in which perfumers were influenced by the society and more importantly, how fashion and trends have always inspired the scent and packaging design of perfumes. It is obvious when you look at the history and trends of fashion at that specific time, there is always a linkage between fashion and bottle shapes. Many fashion brands have its own perfume line to enrish its clothes and fashion accessories. Christian Dior said,

"This is why I became a perfumer, so that all my dresses would appear simply by opening a bottle."

I suddenly love this perfume 'Attimo' by Salvatore Ferragamo, not by its scent actually but by its design and story behind. Attimo was inspired by historical multi-coloured round shaped wedge shoes made for Judy Garland in 1938 specifically. This is a good example of how fashion plays important role in perfume industry and packaging design as well.

Another great example is 'Vivara' by Emilio Pucci. Mr.Emilio Pucci, famous Italian designer, is always known for his unique designs around prints and colours in fashion industry. However, in 1966, he decided to extend its line to perfume as well and launched the notable perfume, Vivara, which embodied the iconic Pucci print named Vivara into it.

I have to admit sometimes I choose a perfume firstly by its flacon which attracts my eyes right from the very beginning. Then, the matter of scent and smell come after! What about you?

Source: The Perfume Diaries exhibition at Harrods, 28 Aug - 2 Oct 2010