My first encounter with Wild Rush reminded me of a Netflix rom-com. One of two fragrances from Initio Parfums Privés’ new Supercharged collection, this opened with a sparkle.
Caught by surprise, I stared at Sara Toselli, the brand’s regional marketing manager for Asia-Pacific. Before she could explain, the scent started to soften. Now it was sweeter, warmer and smoother. I inhaled the blotter again, and decided: “It’s like love at first sight.”
Initio Parfums Privés, founded in Paris in 2015 by Julien Sprecher as a sibling brand to his successful Parfums de Marly, has earned fame for its hypnotic potions. Led by artistic director Sonia (surname undisclosed), the house has earned acclaim for Oud For Greatness and Side Effect.
A partnership with DSM-Firmenich allows Initio to draw on scientific research and methodologies in olfaction, emotion and cognition, creating perfumes that influence how we feel as well as how we smell.
A FocusCalmScore, for example, tracks real-time brainwave activity to assess neuro-sensorial reactions to perfumes. During the meeting, I was invited to put on a wearable headband, which uses EEG to measure my brainwave activity as I answer some questions on an app. My final score determines if I’m operating in the Active, Neutral or FocusCalm zone, which indicates my well-being.
At the heart of Supercharged is a Joydrop Complex, a proprietary molecular blend that aims to trigger neurological pathways associated with pleasure, energy and vitality. Beyond focusing on ingredients for their olfactory characteristics, these molecules are selected for their mood-boosting properties.
The Supercharged collection has been described as “a rush, a spark, a wave”. Wild Rush started strong, its bergamot note holding my senses for longer than I’d anticipated. Then lavender, vanilla, and caramel emerged. By the end of my interview with Toselli, the scent had melted down to sandalwood and patchouli.
Fragrance goes beyond smell. How is this translated through Initio’s perfumes?
We believe that fragrances are not just about how they smell, but more about how they make you feel. And this inspired us to explore different emotional territories. Our latest collection, Supercharged, for example, explores joy. Many people felt like they haven’t experienced joy in a long time, especially after Covid. Our Joydrop Complex in both fragrances, Wild Rush and Sugar Blast, embodies different experiences of joy.
A lot of science goes into your scents. How do you know when a fragrance is right?
You just know, at some point. The creation process involves many attempts. But you know it’s right when you start to experience the right emotions.
How do people choose fragrances differently now?
People used to wear a fragrance for a specific occasion, but now we want to wear a fragrance that makes us feel a certain way. Consumers know much more about fragrances now, and they know what they like. They are already familiar with ingredients, but they are desiring that emotion and experience that power the ingredients.
So how do you think desire has changed over the last decade?
Luxury is no longer about status. Now luxury is about how it makes you feel.
What makes you pick a fragrance over another?
It’s about the message I want to convey and how I want to feel while wearing this fragrance. For example, if I am feeling a bit nervous about a boardroom meeting, I want to wear something that makes me feel more confident. Fragrances are about self-expression.
Sniff out your joy at Amaris in Singapore at Takashimaya Department Store, Paragon, Vivocity, and Jewel Changi. Also available here.
