CEW(UK) Mentoring Event - Odette Toilette-Founder, Scratch+Sniff Events
FRAGRANCE UNPLUGGED: NEW WAYS OF ENGAGING THROUGH SCENT.
On Tuesday April 3rd, CEW(UK) were delighted to welcome as their guest mentor, Lizzie Ostrom, known to her audiences as Odette Toilette. Lizzie spoke about how she grew a seemingly chance idea, which occurred to her one rainy evening, into a business that is now offering the industry new ways of engaging consumers in the world of fragrance, through her highly-successful main events series, Scratch+Sniff.
Lizzie offered up tips on how to connect the world of perfumery with other creative sectors - from the arts to the wine trade - and how to safeguard a brand while empowering the consumer to share their personal experiences of fragrance. She also talked about what she is up to in introducing scent into health and social care settings, and why there can be commercial possibilities in the most unexpected places.
A former communications professional, Lizzie turned her love of perfume into a living, when she started hosting regular events all about fragrance in London. Lizzie loves converting new people into becoming fragrance-geeks, whether it's through her Vintage Scent Sessions for groups of consumers, consultancy for trends agencies, including The Future Laboratory and Stylus, corporate events which place the sense of smell at their heart, educational initiatives in schools, public events at museums and institutions including the National History Museum and the Wellcome Collection, or leading innovation on how scent can support people living with dementia, a current piece of work supported by the Department of Health with the Design Council.
The packed audience that attended all agreed that Lizzie's presentation showed a valuable insight into a completely new 'take' on how to market fragrances.
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