Perfume Portraits
A portrait of Lauren
After quite some time, here we are with a new episode of Perfume Portraits, a series of interviews that shifts the focus from industry insiders to passionate fragheads. Each issue features answers to the same seven questions from people who share a deep love for perfumes. Here, they will reveal their personal stories, scent memories, and favourite fragrances, letting us into their olfactive experience.
Today, I’d like to introduce you to Lauren.
I met Lauren over a decade ago whilst studying Fashion Marketing at university. Although she chose not to pursue a career in that field, she prefers to keep fashion as a personal passion rather than as a profession.
Instead, in her own words, she works a pleasant eight-to-four office role in her hometown, a rhythm that suits her love of a quiet and peaceful way of life, or at least that is the ambition. Outside of work, she returns to her birthplace, Thailand, whenever she can, keeping that connection close, and indulges in her creative interests, with fragrance being one of her most guilt-free pleasures.
First of all, what's so special about perfumes for you?
Scent is powerful. For me, it can mean the difference between feeling reassured or uncomfortable. It goes without saying that wearing the right perfume instantly lifts my spirits and boosts my confidence. More than that, fragrance is as intrinsic to my personal identity as the clothes I choose to wear, the way I apply make-up, or how I curate my living space. I’m going to dust off my marketing hat for a moment. The designer fragrance campaigns of the noughties and 2010s were on another level, and I have always been a sucker for a beautifully designed bottle to display. When I first started buying perfume as a teenager, it’s almost laughable to think scent didn’t always come into the equation with my decision-making. I loved the aesthetics; ultimately, it came down to how it made me feel, whether the brand ‘spoke to me’ on a personal level. It’s unsurprising that brands invested in their campaigns. The fragrance market is exceptionally saturated, and differentiation is essential if a perfume is to resonate with its intended audience. Distinctive attributes, storytelling and perception are everything - and I was certainly not immune to that allure. These days, while aesthetic still matters, the quality of the notes within the scent itself is my number one consideration if I’m in the market for a perfume. I love catching a familiar fragrance in the air and being met with an immediate sense of déjà vu. That is the true magic of fragrance: it gathers chapters of your life. Every bottle I’ve finished over the past eighteen years holds a memory - of what I was doing at the time, what I aspired to, and how I felt.
What was your first memorable experience with perfume?
I was fifteen, on a December school trip to Belgium, when I wandered into a random perfume boutique and came out with a bottle of Black XS by Paco Rabanne (not the bottle pictured - my original was finished long ago). From memory, it was the first fragrance I had ever purchased with my own money, which made it all the more special. I can still picture the campaign: dark, edgy and rebellious - none of which I was at fifteen. Yet I was drawn to the rose motif and gothic, baroque detailing of the bottle; of course it did - I was probably reading Twilight at the time. The scent itself was beautiful, rich and perfectly suited to the cold winter air. Owning it made me feel impossibly cool in the way only a teenager can truly understand. It’s not a fragrance I reach for regularly now, and I’m convinced it has since been reformulated which is perhaps why it no longer smells quite as captivating to me. Even so, it takes me back and I will always keep a bottle in my collection, if only for the nostalgia.
How do you choose a fragrance for different occasions or moods?
Before I began working in an office environment, as far as I can remember, I predominantly owned and wore heavy amber fragrances - the sort best suited for winter evenings and yet I wore them daily. I believed that if you were going to wear perfume, it better make an impression. With that philosophy, hopefully that wasn’t too overwhelming for those around me…but my tastes have certainly matured over time. These days, my everyday scent is far more understated. I prefer something fresh and clean; usually a soft musk with a delicate floral nuance, while not straying too far into sharp citrus territory, which can risk the similarity of household detergents.
I’m also quite seasonal in my choices, as some perfumes only get used for a brief time each year. For instance, Chelsea Morning by Lush is reserved strictly for October through to Christmas. In spring, I crave woody or light, sweet florals. When the temperature drops, I return to heavier florals with spice, comforting gourmands or warm amber compositions that can cut through the chill in the air.
How does your collection reflect your personality? Is there an underlying theme, or do you perhaps have different 'characters' you like to channel with different scents?
My fragrance collection is like a wardrobe, although I have considerably cut down over the years. I love the idea of having a signature scent and owning just the one bottle. Realistically, however, I could narrow it down to five. Perhaps that suggests I’ve become more ‘sensible’ because I’m more content with what I genuinely need (strictly speaking, we can all technically live without fragrance, though where would be the fun in that?). Maybe it reflects my desire to create simplicity and order in my life. Much like clothing, fragrance allows me to step into different versions of myself. I feel this most when wearing darker, richer scents like ambery and warm profiles with plenty of depth to them. One of my favourites is a cherry and saffron perfume oil that sits close to the skin, growing warmer and more sensual as it develops into an intimate scent bubble. Whenever I wear it, I feel unmistakably sophisticated, and I’m positive my posture improves to match.
Is there a scent that holds special meaning to you? Why?
Olympea Intense by Paco Rabanne - now discontinued. (I’ve just realised that makes two Paco Rabanne fragrances I’ve mentioned.) It’s a beautifully warm gourmand that actually works well with my skin chemistry. Many gourmands tend to turn powdery on me, or fade too quickly, but this one never did. It isn’t sickly or cloying, and I could even wear it in the heat, such as Thailand’s climate, thanks to its subtle sunscreen-like undertone. I bought a large bottle when it was first released and finished it. When I went to repurchase it, which rarely happens, I was disappointed to find it had been discontinued and could only secure a small bottle, which I’ve been rationing ever since. A few months ago, a colleague asked about my favourite perfume. I mentioned this one, explaining that it had been discontinued and that I was low on my final small bottle. I assumed it was a casual conversation about fragrance. What I didn’t realise was that she had taken it upon herself to search, eventually tracking down an authentic bottle from an online seller and gifting it to me for the New Year. I was completely shocked. It was such a thoughtful and generous gesture, and to go through the trouble (it can’t have been a straightforward process). She told me she wanted to do it because I had been supportive of her and had recently helped her with something that meant a great deal. Her kindness meant even more to me. Thanks to her, I can continue to enjoy this beauty for years to come. An honourable mention must also go to Miss Dior Chérie L’Eau by Dior, which I spoke to her about as well. It was a limited-edition masterpiece: light, fresh and citrus-floral with incredible sillage, yet it was an eau de toilette. I’ve never found anything like it, not even a little bit close. The fact that it’s so memorable speaks for itself. I have the fondest memories of being seventeen when I wore that fragrance.
How do you incorporate fragrances into your daily routine?
I use a body wash intended for acne that gently exfoliates, leaving my skin feeling exceptionally clean but not stripped of moisture. The other bonus is that it carries a light musky scent, which layers beautifully beneath my perfumes. I do enjoy a subtle fragrance in a body wash to create a soft foundation for whatever perfume I choose to wear. Body lotion, however, has to be unscented so it doesn’t interfere. Perfume is always the finishing touch. I also adore soy candles, wax melts and oil diffusers. My favourite Thai brand, Ma Chandelle, creates the most natural, spa-like and relaxing scents. I have a diffuser from Muji and simply add a few drops of essential oil when I’m working from home or unwinding with a book - a way to create calm in my space. I like my room to either smell of hot chocolate or a serene spa. On that note, lavender is my kryptonite. If that is used as a note, I know I’ll sleep deeply and peacefully. Twilight by Lush body spray was a firm favourite of mine, but it was reformulated and renamed Sleepy, and it’s just not the same, both literally and figuratively speaking. I still bought and use it at night; however, they are annoyingly skimping on the tonka bean and ylang ylang.
Finally, if you could change one thing about how fragrances are marketed today, what would it be and why?
Over the past decade, I’ve noticed an overwhelming number of releases from different fragrance houses sharing an almost identical scent profile. The quality isn’t there either; they lack the potency and have reformulated old favourites. As an observation, the sense of innovation that previously defined the industry seems to have faded (this is across many creative industries, not just fragrance). I understand that broad appeal drives sales. Yet in striving for the mass market, many fragrances began to blur into one. Subsequently, a wave of niche houses increased in mainstream popularity, offering something more distinctive with character and for a time, it felt refreshing. The irony of it all is that as these brands grew, probably driven by platforms such as TikTok, you see the same cycle repeating itself: reformulations, diluted concentrations and rebrands designed for wider appeal. Of course, fragrance is a business, and profitability matters. But when a brand’s unique selling point is its originality and independence, it feels counterintuitive to dilute that identity for profits. As a fragrance lover, it's disheartening. It pulls you out of the dream and escapism and reminds you of commercial realities and rising costs. It is hardly surprising that so many businesses are dedicated to creating fragrance dupes - and in fairness, many are very convincing. That trend speaks volumes. It suggests that the scent itself holds more weight than the marketing narrative. Perhaps consumers are becoming less interested in buying into an image and feel just as satisfied getting a good deal. This is why I believe that holding your nerve and remaining true to your brand’s founding purpose is non-negotiable. The principles upon which a brand is built: the vision, values and distinct character that made it resonate in the first place should never be compromised. I chose to explore the concept of authenticity within the luxury market as the topic for my dissertation, and it appears that philosophy remains. In today’s marketing landscape, where audiences are more selective than ever, authenticity is not desirable; it is essential for longevity.
Thank you for reading! It was a pleasure to share Lauren’s experience and to return to writing here. I hope you enjoyed it, and I look forward to bringing you more soon!
Costanza Sofia
Nunotes’ Founder