It's all in the nose

Download the report

Default speaker image

Brigitte ROMAGNÉ

Olfactory consultant

Seminar Creation | Tuesday April 4, 2006 - 8h45 - 10h45

How can one be creative when one is unable to give a name to one’s invention ? This is a serious problem in areas such as the perfume industry, where one’s sensory experience is not matched by one’s ability to describe the scents. For two years, Brigitte Romagné managed a team of ‘noses’ whose job was to develop perfumes for brand names. She noticed a gulf between the creative teams and the product managers, and this interfered with creativity. Even though the olfactory sense is subjective and the ‘noses’ have a special talent, it is still possible to describe the olfactory characteristics of plants in order to produce a catalogue. This is one of the ways that brand names improve the accuracy of their specifications, and to stimulate creativity in a world where marketing has acquired a great deal of importance.

The entire article was written by:


Google Analytics cookies
This site uses cookies from Google Analytics, these cookies help us to identify the content that interests you the most and to identify certain malfunctions. Your navigational data on this site is sent to Google Inc.