“Behind the Scenes at Firmenich For the Creation of AXE Excite”video fits right into my How Many Hands Touch Your Bottle of Perfume series. Harry Fremont, Frank Voelkl, and Pierre Negrin, perfumers who work for a fragrance supplier Firmenich, explain how they created Axe and lead you into the lab. You can see the way the labs are organized and observe the lab technicians at work mixing the perfume oils. In the final scene, you will see that perfumes are tested on skin–the only way to properly understand how a blend develops.
It often comes as a surprise to many people that mass market products like Axe are created by the top perfumers in the field. As does the fact that the development of these scents is a careful, detail oriented process. While Axe body sprays may be cheap and ubiquitous, the process behind creating them is anything but. The Axe projects are among the most coveted for the perfumers, and when Negrin grins proudly mentioning the win, his emotion is genuine. The big scope and diversity of Axe also mean that a perfumer can experiment with some unexpected accords like Voelkl does with his masculine coconut-caramel twist to make Excite. Not all mass market lines are willing to take risks, but Axe is big enough to push the boundary on occasion.
Thank you, Robin, for a link!