Volatile Fiction

A Finnish indie perfumer and writer in England

Month: January 2015

A small John Lennon interlude

January 13, 2015nukapai 2 Comments

About Volatile Fiction

Pia Long is an independent perfumer, fragrance industry professional, writer and a bit of a nerd. This is her personal blog. If you want to find out more pop over here.

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Goth for Christmas, I guess? #vibranthair #purplehair #goth

Hyvää itsenäisyyspäivää, Suomi 🇫🇮 (a day late, shh). #itsenäisyyspäivä #itsenäinensuomi

I wrote a big thread on #essentialoils which is too big for Insta. Head to Twitter for it: https://twitter.com/nukapai/status/1201525861029167105?s=21 👈🏻 some Insta recommendations for learning more about the topic: @christophelaudamiel @theecowell

We have always had some form of advertising, for as long as there have been consumer products. Brands, PR agencies and traditional media were in control of the message and conversation - mostly anyway. Influencer marketing is a form of spreading the word (and ultimately, influencing someone to buy) your product. Before the internet, it was known as word of mouth, and brands rarely utilised it in any kind of organised way because the reach of one individual was not sufficient to warrant it. The level up from that was celebrity endorsements - someone with high existing visibility endorsing a product would influence people to buy it. Now, when millions of people are in a position to create celebrity-like reach across their social media following, anyone can become a celebrity. For many people in the modern influencer marketing sphere, celebrity is their ultimate aim, which can create an odd feedback loop between the influencer and brand that uses them. Integrity, a genuine interest (and even expertise) in the topic that is being promoted mark the truly useful influencers out from those who don’t mind promoting dog food one day and perfume the next. The concept of “fake reviews from people who just want free perfume” has been a hot topic lately in the fragrance community (the subset of perfume buying public who create and/or consume perfume reviews). It’s a tricky subject - because advertising has moved from TV screen to the small screen, and from ad agencies to the domain of individuals (and the latter is not regulated the same way as the former). Brands need to get their products in front of consumers. If consumers spend more time in front of the small screen than the big screen, then guess what? Brands need to reach consumers there. But many... maybe even most brands need a lot more work internally on how best to get to that small screen without destroying the effectiveness of the very model they're trying to utilise. The more the credibility of the influencer model is undermined, the less effective it'll become. [more in comments]

Terror & Magnificence by Beaufort London is out now on the Beaufort website, and shortly arriving to niche retailers near you. Excited to hear what you feel when you wear it. The first review called it more magnificence than terror but rest assured, the spirit of an ancient mummy is lurking in the depths, waiting... https://beaufortlondon.com/product/terror-and-magnificence-eau-de-parfum/ #perfume #perfumery #fragrance #duft #tuoksu #parfum #alternativefashion #beaufortlondon

This was my favourite IFRA UK #FragranceForum to date - on how data science, neuroscience, design, engineering, technology... is enabling the development of AI tools for olfactive applications - quality control, perfumery and more. My mind is racing! Every speaker sparked hundreds of thoughts and this is such an exciting area of research - a genuine frontier - where no nose has gone before... Next year’s forum date is 15th of October and it’s the 10 year anniversary one. #AI #olfaction #datascience #perfumery #neurosciences #technology #engineering #bigdata #scicomm

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