The annual Fragrance Forum 2015 ‘Our Fragrant World’ held at The Royal Society in London in October and opened with IFRA UK director welcoming guests and introducing the Chairman of the Association and of the first of three sessions, Jonathan Gray.
He had just been voted to remain as Chairman for a further term, at the Association’s annual general meeting, held immediately prior to the Fragrance Forum.
Opening the presentations was Dr Alex Rhys-Taylor, a sociologist from the Centre for Urban & Community Research at Goldsmiths College, London.
Dr Rhys-Taylor gave a fascinating account of how the smell of cities can be just as informative as their skylines. People also judge areas on their olfactory signals, and so think differently about a street depending on whether a wave of fried chicken scent hits them or the smell of freshly made flat white coffee. These smells represent an almost unconscious socioeconomic flag and can as a result also significantly affect the prices of houses in the area.
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