Retailers, brands and fragrance houses are marking International Fragrance Day today (March 21) with a string of events, exhibitions and workshops. BW Confidential provides a roundup of some of the most interesting.
Flavor and fragrance company dsm-firmenich has staged an exhibition called House of Musk at its new client reception space in its Paris office, with a special preview for press held on March 18. The exhibition is focused on white musk molecules in fragrances. It presents the history of musks at the company and through ingredients, fragrances and stories highlights the musks created by its scientists, as well as new perfumer creations using the molecules.
Dsm-firmenich’s perfumers created nine musk fragrances specifically for the exhibition divided into three themes: Bonds, markers and transformation. Bonds refers to how musk connects and harmonizes ingredients, as well as its cultural associations. Markers references how musk has been used by animals and plants to mark territory, while the final theme refers to musk’s transformative quality.
UK-based department store Fenwick organized three events at its Newcastle store: A Fragrance Discovery Workshop hosted by perfumer and Founder of the fragrance brand Akro Olivier Cresp on March 18; a conversation between Fenwick’s Head of Beauty Vesa Kalho and BDK Parfums Founder David Benedek on March 19, as well as with master perfumer and Mizensir Founder Alberto Morillas on March 20. The perfumers and founders shared their inspirations, creative process and the stories behind their fragrances and/or brands.
Tickets for the workshop hosted by Cresp were redeemable against Akro purchases on the day and attendees received a gift bag. Tickets for the conversation with Benedek were priced at £25, redeemable against any 100ml BDK fragrance purchased before March 31 and included a BDK Parfums Discovery Kit. Tickets for the conversation with Morillas were priced at £20, redeemable against any Mizensir fragrance on the night. Attendees received a gift bag filled with fragrance samples and chocolates.
UK-based fragrance house CPL Aromas opened the doors of its Innovation House in London to the public on March 20. Visitors could learn about the history of fragrance, olfactive families, how to smell fragrances, how fragrances are made, and create their own fragrance with a perfumer. Ticket revenue was donated to Emmaus Hertfordshire.
UK-based fragrance retailer The Perfume Shop (AS Watson) has opened a pop-up, which it describes as the UK’s first perfume-themed escape room, called Scent Unlocked. The event is taking place at Cavendish Square in London from Thursday March 20 to Saturday March 22, 2025. The escape room challenges participants to unlock scent-inspired puzzles in four themed rooms dedicated to a fragrance brand, including Gucci, Marc Jacobs, Boss and Burberry. Participants will also be able to collect exclusive ‘treats’. Tickets are priced at £5, with all proceeds from ticket sales donated to The Perfume Shop’s chosen charity, Alzheimer’s Research UK.
Fragrance brand Molton Brown (Kao Corporation) is hosting two masterclasses, one focused on its earthy, woody collections at its Bath store on March 20, and a second focusing on its spring collection at its Manchester store on March 21. Attendees will learn about the brand’s heritage, the importance of sense of smell and fragrance tips such as layering. The brand’s representatives also share the inspiration behind its collections and detail on the ingredients used.
Attendees at the Manchester masterclass will receive a complimentary hand and arm massage with a fragrance or gift consultation. They will also receive a 7.5ml eau de parfum of choice as a gift-with-purchase when they spend £60 or more in-store. Attendees at the Bath masterclass received a gift bag when they spent £50. Tickets are priced at £10 and are redeemable against any in-store purchases made at the event totaling £50 or more. Molton Brown’s Leeds and Cheapside stores are also offering complimentary personal fragrance consultations, a perfume bottle engraving service and fragrance gifts worth £18 with any £60 spend.
The Paris Perfume Week event is taking place from March 20-23 at Bastille Design Center in the French capital. The event is described as “somewhere between a trade show and a festival” and focuses on fragrance and olfaction for both perfume lovers and professionals. Paris Perfume Week is organized by fragrance media Nez.
Almost 50 international niche and established brands will exhibit at the event, as well as host conferences, workshops and round tables. The event also includes an off-site program in partnership with The Fragrance Foundation France, with some 30 locations – including stores, cultural venues and laboratories – hosting in-store activations, conferences and workshops from March 17 to March 23.
UK-based beauty retailer Space NK launched a fragrance pop-up called the Space NK Fragrance Library at The Vinyl Factory in London from March 21-23. Visitors can discover new fragrance launches, including those from By Kilian, Pleasing and Frederic Malle. Visitors can explore a Jazz Club from Diptyque, a mirror maze from Phlur, while Glossier will highlight its range, called You. Attendees will receive a selection of fragrance samples.
The pop-up will feature bookable brand experiences including cocktail-making masterclasses, art workshops and personalized embroidery. These experiences are bookable via the Space NK website. Some 18 brands are participating, including: Byredo, Diptyque, DS&Durga, Frederic Malle, Glossier, Hermes, Juliette has a gun, Kilian, Maison Margiela and Tom Ford.
For customers who are unable to attend, five other stores will have a smaller version of the fragrance pop-up. These will be located in Edinburgh (St James Quarter), Cardiff, Arndale Centre (Manchester), Covent Garden and Dundrum (Dublin, Ireland).
The Fragrance Foundation France (FFF) is marking International Fragrance Day by announcing its collaboration with French media Madame Figaro. The Fragrance Foundation France says the collaboration will boost its visibility and reputation, as well as that of International Fragrance Day. Together with Madame Figaro, the foundation has developed a series of three mini-videos on the fragrance industry, which will be published on both companies’ Instagram accounts, alongside their own respective content. The initiative runs until April 4.