Page 11 - EM PERFUMERY EDITION SUPPLEMENT

INTERVIEW

our warehouse or when the products reach our clients. I to the world of the Middle East, although the fragrances
am also in contact with retail, if we have new personnel undergo a slight influence of European perfumery. In this
to be trained and, last but not least, the communications case I think it is necessary to go beyond the inspirations
department, which then in its turn has to tell the story of given by the brand and further explore some elements
a product or a brand to the press and through the media. of that culture which is so interesting but distant from
This means that mine is a role which intersects with our own, to be able to tell the story of the meaning of
almost all the company’s departments, that supports their fragrances to clients. In this way, I explain how in
and discusses everyone’s needs to offer a service that is a fragrance such as Bishra, there are notes of coffee
as efficient as possible and that meets all requirements. that are different from the classic aroma a Westerner
My main occupation is to create presentations that tell recognizes, because in the Arab world coffee is roasted,
the story of a brand in an experiential way, describing ground, infused and flavoured with cardamom. For
its history, telling anecdotes and titbits of information, Nishane, a brand created in Istanbul, a city full of
as well as analysing the fragrances or the products, of traditions that embrace and incorporate many cultures,
course - both technically and emotively – to give clients I thought it was important to delve into every story that
the most useful instruments to propose them as best as is hidden behind each fragrance. I am thinking of the
possible in the sales phases. With a past in retail, this is collection dedicated to the Turkish Shadow Theatre: the
a passage which is extremely important to me. choice of the olfactory structure and the notes used
are understood better if the different elements of the
EM: Do you always follow the same procedure or does characters to whom they are dedicated are known.
it change depending on the brands and/or the clients?
Nl: Every brand naturally has its own DNA and its EM: Which material do you use?
peculiarities and my presentations have to show this. Nl: These presentations are held both virtually on
I believe it is necessary to explore further the history Zoom and physically in the points of sale. With the end
and the culture that form the peculiar context of each of the restrictions due to the recent pandemic, it is really
brand in order to convey its contents as best as possible a pleasure to return to the training sessions in person,
during the training. Tola, for example, was founded in where the clients can follow with greater attention and
Dubai and conveys to us a culture and values belonging involvement. To reach several stores at the same time
quickly, we also hold virtual training sessions thanks
to a modern TV set in the company which allows
clients to be immersed in the world of the brand. For
example, to present the new launch by Floris, Mulberry
Fig, inspired by the beauty and the peacefulness of St
James’s Park in London, I took the clients with me for
a virtual walk through the park to admire the trees in
blossom and the ducks on the lake and let them have
the same emotions as those who created the fragrance.
The search for pictures, videos and experiential music
thus plays a fundamental role. Another instrument
that I find very useful is the training manual, which
translates more schematically and directly what I say
during the training session, allowing clients to go over it
again whenever they wish.
Claudia Stagno
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