Rachel Herz Articles

The Hunt for That Genie in a Bottle

By TERRY TRUCCO, New York Times, June 10, 2009

"... Some think this is the perfect time for the industry to get back to the essence of fragrance: its emotional wallop. Marketers should help consumers learn to connect a fragrance to a special moment, said Rachel Herz, author of The Scent of Desire: Discovering our Enigmatic Sense of Smell. She suggests they find a way to persuade consumers to buy a new fragrance to celebrate an important event. “Every time you put it on you’ll remember that fantastic honeymoon in Hawaii,” she said.

And maybe then the fragrance industry can get its magic back."

Brown University psychologist and author of THE SCENT OF DESIRE Rachel Herz's THAT'S DISGUSTING: Why We Love Perverse Pleasures to Angela von der Lippe at Norton by Wendy Strothman at The Strothman Agency, LLC (World).