Michael Edwards celebrates 30 Years of Fragrances of the World
An explosion of scents had bombarded customers and Edwards saw a need to make sense of it all. Having worked in the fragrance industry since the 1970s, he had experienced at first hand the speed at which ingredients and technology changed. At the counters, he could see sales associates grappling with the new perfume releases, mostly selling the fragrances they liked, their ‘tried-and-tested’. Edwards envisioned a guide to help distance them from their personal likes and dislikes and simplify the process of selecting alternative fragrances from similar families.
Fortuitously, a transfer from his role at Halston in Paris to Sydney proved to be the catalyst for such a guide. “One of my first clients was a group of pharmacies, who asked me to help develop their fragrance category,” explains Edwards “I could train their staff, but I needed a guide, a sales tool to help them select the right fragrances for each customer. The only one then available was very technical which was why I was forced to create my first guide. The 1984 edition listed just 38 new fragrances. In my wildest dreams, I could never have imagined that thirty years later, I would track more than 1,400 new fragrances in a single year or that the tiny guide would grow to become the industry's 'fragrance bible’."
Edwards and his team - based in Sydney, Australia - make no charge for listings and don’t accept advertising enabling them to work independently with every brand and every perfumer. Every fragrance launch including celebrity, limited edition and niche is categorised, giving the reader the ultimate reference tool at their fingertips. For the 30th Anniversary Edition, Edwards’ famous Fragrance Wheel’ comes to life with a pictorial timeline that shows the evolution of the iconic fragrances within each family.
Fragrances of the World 2014, the 30th Anniversary Edition, now available from www.fragrancesoftheworld.com
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