Friday, 30 April, 2010

Open-Senses took part on the presentation of the latest innovation of AXE (Unilever): the first fragrance specially designed to change along the day. It evolves from Citric and fruity notes to a more sensual sandalwood tone.

In Spain, AXE is not just a deodorant, but an icon of modernity and seduction for men between 16 and 35 years old. It is the absolute leader of the masculine market of deodorants, combining the most attractive masculine fragrances with an optimal efficacy. AXE introduced the new fragrance AXE Twist in Madrid, on April 19th, 2010.

Open-Senses organized the olfactory workshop: two exercises specially designed to communicate the grace of this interesting innovation. Attendants could experience, in a practical way, the change of the fragrance and the magic of creating a new fragrance.

Fragrance designer Ann Gottlieb, internationally famous for her successes with the fine fragrances by Carolina Herrera and Calvin Klein, attended the presentation and explained the process for the creation of the new fragrance, in which young men, were involved for concept generation.

Anna de Brugada, Brand Manager of AXE Spain, described the main benefit of the new fragrance concept: ‘In the seduction game it is very important that girls do not get bored. The new fragrance AXE Twist can play a key role because girls do not get used to the same fragrance since the notes keep changing and generating new interest’. She also explained how a good fragrance can help men to feel more self-confident in seduction moments.

Anthropologist Carmen Ávalos stated that young men have a need for change and thus a new changing fragrance can be an excellent tool for them not to be perceived as ‘boring’ by girls.

The top notes of this new fragrance play with Caipirinha, the famous Cocktail from Brazil, and Kaffir lime, an innovative ingredient in cosmetics, to provide freshness. These volatile notes evaporate progressively, leaving the warmer and more sensual bottom notes of sandalwood. ‘Although many fragrances have an evolution, AXE Twist has a more noticeable change’, explained Ann Gottlieb, co-creator of the fragrance.

The olfactory workshop Open-Senses organized included an introduction to the fragrance world, a practical experience with the changing sensations of AXE Twist and a creative session where attendants could produce their own, exclusive fragrances. The following is a summary of the workshop contents.

What is a fragrance?

Technically, a fragrance is a mixture of aromatic raw materials having its own identity and being aesthetically pleasing.

But a fragrance is also a mixture of sensitivity, creativity, taste, technique, magic, feelings, ideas and dreams… to achieve a pleasing scent. A fragrance is thus a piece of art and it can evoke feelings, memories and dreams to people enjoying it.

What are top, middle and bottom notes of a fragrance?

A fragrance is a balanced composition of raw materials. Each component plays an important role to the end result, it is usually represented as a triangle where:

Top notes  are citrus, green and fresh. They are the first ones we smell and bring freshness and liveliness.

Body notesare floral and fruity; they bring grace and volume to the whole.

Finally, bottom notes like woods, spices, vanilla or musk, bring character and ensure that the fragrance lasts long.

Experiencing the AXE Twist effect

We filled two giant plastic bubbles with both the top and the bottom notes of AXE Twist. Attendants could enter the two spaces alternatively and experience both sensations: the fresher-sparkling-citrus and the warmer-sensual-woody. All attendants could clearly spot the differences.

Creating exclusive new fragrances

Attendants could understand the creation process of a fragrance: how ingredients need to be mixed in a search of harmony and grace. It was a very schematic fragrance building exercise: with only 9 fragrance bases (while perfumers can use thousands of ingredients!).

An olfactory game around 3 different seductive foods was proposed: chocolate, strawberries and peach.Each participant should choose one of these three middle notes and add top and bottom notes to the composition, according to their ideas and tastes. Top notes were bergamot, mint and flowers; bottom notes were cedarwood, cinnamon and patchouli. Attendants created their own, unique, fragrances and they had a lot of fun with it!

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