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The Power of Scent When Building a Brand.

I realised my love for candles married my two most leading, influencing senses when purchasing anything or creating strong brand experience: light and smell.

I’m so heavily influenced my smell & light, for me it can make or break any experience. I’m so sensitive and easily swayed if something smells good. You should never under estimate the power of smell and good lighting. The romance, the mood can instantly change just with the power of light and smell.

One area I’m extremely aware of fragrance & light is in the bedroom, especially when I sleep, the light needs to be optimal before bed and the scent, just right in the room. Too much of a heavy scent can really disturb my sleep and the smell of food in the bedroom is an absolute deal breaker. The scent in a bedroom must be light, neutral and not invasive. Scents should be placed at the furthest point away from the bed, enough to influence the smell in the room but not over power.

Building your own brand scent:

Part of building yourself as a brand it’s so important to have a signature scent. Not a scent that is “commonly” captured but a scent that when someone experiences your aroma their scenes are awakened and nostalgia kicks in. Your personal scent should fit your personality or each mood/ side of you, you should process. Your brand scent should feel part of you. You are almost incomplete without it.

At the moment, I switch between three scents:

My daily go to is Santal 33, to me and this scent almost feels like a natural aroma that could go undetected - earthy, woody and clean. This scent captures my love for outdoors and woody aromas. This scent is one that I would wear to the gym, walking, or on my daily errands. Santal 33 feels very much a part of me and suits more my more adventurous personality.

Notes of cardamom, iris, violet, ambrox crackle in turn in the formula and bring to this alloy of smoking woods (sandalwood, cedar) spicy, leathery, musky tones and give this perfume its comfort. both unisex and racy. (

My working scent - at the moment is Molecule 01. What I love most about this fragrance is Maverick perfumer Geza Schoen created Molecule 01 to blend with the wearer’s natural pheromones and create a spellbinding effect that's unique to each person that applies it. There’s a chance you may not be able to smell this on yourself but when I’m your presence the smell is enchanting.

My favourite part about the fragrance is that It will never be cloying or overbearing – indeed, when it comes to scent that will turn others on, less is really more.

The Molecule 01 fragrance is radically minimalist. It contains no odorants except the aroma-molecule, Iso E Super.

The last fragrance that I rotate between is Oudh by Molton Brown a uni sex fragrance that is dark, sultry, spicy, musky and sexy. Little goes such a long way with this one but to me this is my signature scent - not an obvious fragrance but absolutely captivating. It smells rich, bougee and expensive and makes me feel this way when I wear it.

A precious, heady Eau de Parfum, heightened with deep, rich saffron, black tea, vanilla and oud notes from the East. Delve deep into the mysteries of Assam and evoke a beautifully resinous, woody vision. Housed in a collectible and refillable glass flacon with a one-of-a-kind spherical resin cap.

Top notes of honeyed davana, bergamot, black pepper and cardamom.

A heart of balmy saffron, rose, black tea and vanilla. A base of spirited oudh, honey, tobacco and styrax resin.

To summarise, all fragrances I rotate between are designed for both male and female - I feel like these scents reflect my own masculine & feminine energy and it’s how they are worn that makes them unique to me. I enjoy wearing natural smells that have an underlying earthy notes - maybe this is because I’m an earth sign?! Who knows.

The rotation is important, not only for your own sanity but it’s good to switch things up so you don’t become nose blind. The fragrance will also set the tone for the energy of the situation, it’s good to align these. Day/Night scents is a good place to start.

My top tip - you never want to be overbearing with a scent. Although yes, it’s always good to create an entrance or first impression with your personal scent it should never be introduced before you introduce yourself. Your personal Fragrance should only be introduced when close enough to touch - this is the sexy part of about fragrance! The impression is created at the closets post of contact.

- Hannah Birnie

Creative Director | Cleah Creative

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