Odette Toilette smells like the 90’s
Meet Odette Toilette; the producer of olfactory events, adventures and products. Perhaps not his real name, but he smells good in any case - even if he does shudderingly remind us of growing up in the 90’s.
What do you do?
I produce and promote fragrance events for the public called Scratch+Sniff. Think cabaret meets lecture night meets social club, all for the discovery of the sense of smell. Events have included wine vs scent tastings, teen nostalgia nights, mythology and perfume evenings or a Scent Speakeasy of illicit and banned fragrances. Most recently I’m working in partnership with Rodd Design on a startup venture: Ode. Ode is a product that takes fragrance out of the luxury
world and into the area of health and care. Our nifty design uses food aromas to help revive the appetite of people living with dementia, where malnutrition is a huge issue.
Why do you do it?
It all came from a childhood preoccupation with smell that I just couldn’t shake, then later, in realising that whole generations can be gripped by their memories of White Musk, Dewberry, Lynx Africa, CK1 or Anais Anais. I would hedge a bet that reading this, one of those brands I’ve mentioned is sending shudders of remembrance at your teenage self... but I hated the experience of trying to develop my palette, of going to department stores and being attacked by a salesperson wielding the latest Britney Spears perfume. We all know, intuitively, that the sense of smell is just so important, but time and time again it is underplayed in favour of visual culture. So I do what I do to open the pandora’s box of scent: to put it to use as a talking point, as a stimulus for creative thinking, to create an experience, to affect behaviour, or to evoke nostalgia.
Find out more about Scratch and Sniff Events here.