Fragrance Chronicles: Exploring the History and Emerging Markets in Fragrance Meetups.
With the booming appreciation for fragrance, in-person events to educate fragrance lovers have been highly craved. No one knows this better than Olga Petrouchenko, who made her expertise on the history of fragrance and the current fragrance market her focus with PerfumeDaze and PerfumeWalks, two unique projects dedicated to unravelling the aromatic tapestry of British and European Perfumery.
Join us in an exclusive peek into Olga's fragrant world and her insights on why the art of perfumery is more enchanting than ever!
How did you approach the world of fragrance, and what transformed your passion into your mission and career?
OLGA: I was always deeply drawn to the world of scent and its impact on both collective and personal levels. It was during a year in the Russian countryside that I realised the profound power of scent and its influence on our daily lives. As a Londoner, urban smells often seemed sterile compared to the countryside. I felt it was crucial to enhance scent experiences in urban spaces, sparking the beginning of my journey from a passion for fragrance and perfume history to offering training, fragrance education, and in-person experiences.
I must acknowledge the role of The Perfume Society in my journey, particularly their event in 2017 with industry legend Chantal Roos of Roos & Roos. This event opened my eyes to the significance of connecting with the creators of scents and building communities through fragrance. It was during this event that I unexpectedly met someone wearing the same perfume, A Capella by Roos & Roos. This encounter led to discussions about the similarities with a popular Soviet fragrance, sparking my interest in Soviet perfumery and inspiring events to share this research. Several flights between London and Saint Petersburg, visits to the St Petersburg Perfume Museum, and extensive research resulted in successful events, giving birth to Perfume Daze and Perfume Walks.
Why did fragrance education become your mission?
OLGA: Sharing knowledge is a beautiful endeavour. I've been fortunate to learn from many who encouraged and supported me in understanding this wonderful industry. In my seminars, workshops, and walks, participants vary in their technical vocabulary and knowledge levels. Witnessing everyone learning something new is incredibly rewarding. Perfume is a luxury, but knowledge must be shared and can be also therapeutic when done through scent. Perfume never travels alone; it always has connections waiting to be discovered through other art forms, history, and human stories.
You mentioned your Russian heritage; we would love to learn more about the key differences and similarities between the Russian and British markets' approach to fragrance.
OLGA: Historically, both cultures viewed fragrance as a deeply personal luxury. In Russia, aristocrats, influenced by French culture, imported perfumes. While historically profitable, contemporary Russian perfumery has shifted towards commercialisation. European, American, and British influences on independent perfumery, seeking more artistic freedom, are gaining ground. In London, there is a significant search for pleasure, and perfume is a primary way people find satisfaction in that quest.
What was the starting point of Perfume Walks?
OLGA: Working in marketing, I dedicated weekends to long walks around London's fragrance shops. Spending hours familiarising myself with brands, stories, and offerings, I built connections and advocated for in-store shopping experiences to maintain the soul of retail.
Monthly walks around Mayfair immerse people in the rich history of British perfumery and introduce exciting brands and fragrances. Walks may focus on history, store familiarity, or even expand to fragrance tours in places like Florence and Dorset.
How did London influence the two projects?
OLGA: London, a unique cultural melting pot, boasts incredible and exclusive retail realities, providing access to almost every niche and independent fragrance brand globally. The city, rich in fragrance history, from Floris London's literary influence to heritage brands like Atkinsons or Grossmith, is full of brands and stories to discover and amplify.
Both PerfumeDaze and PerfumeWalks are deeply rooted in the importance of community—can you tell us more about the meaning community has for you?
OLGA: The fragrance community is highly supportive, especially towards small independent brands. Fragrance often serves as a starting point, evolving into friendships and unexpected opportunities.
Since 2014, the virtual community has significantly expanded, playing a crucial role in the industry's developments.
Did you notice a difference in event requests and approaches from the general public and fragrance enthusiasts following the pandemic?
OLGA: Absolutely, post-pandemic, people crave in-person events. Fragrance is fully immersive and multi-sensorial, making the current virtual retail limitations evident.
What are some fragrance shops in London that you enjoy working with during the perfume walks?
OLGA: I'm particularly interested in British brands, from heritage names like Floris London and Grossmith to emerging independents or niche brands like Roja Parfums, Ormonde Jayne, PerfumerH, or Gallivant. Jovoy Mayfair, with its exclusive selection of niche and independent brands, is another favorite destination.
Finally, we’d love to know what are some recurring testimonials you receive from the walks and tours?
OLGA: The uplifting power of fragrance on attendees always surprises me. Fragrance becomes a social tool during Perfume Walks, fostering friendships and networking opportunities. The conviviality of the experience is consistently highly appreciated.