This online class meets January 26, February 2, February 9, from 10am to 1 pm PT / 1pm to 4pm ET.
Over three sessions, perfumer Michael Nordstrand draws from his experience running a perfume brand to generously explore the various aspects of creative development for perfumery. In this series, he delves into how perfume ideas become market reality.
Day 1: We start with the creative brief. We will discuss the many ways a brief progresses from words to reality and explore the inclusion of visual and other creative components to enhance the brief and engage other parties in the realisation of finished product. Lecture will briefly discuss the importance of Trademark/Copyright, Non-Disclosure Agreements, Collaborative Agreements, and Commission Agreements and also discuss the nature of Intellectual Property in the perfume industry; i.e., what can and cannot be protected by law. Students will be provided with an outline that traces the potential next steps in the process of product development, from briefing third parties on concepts to working with manufacturers, suppliers and other necessary partners to create a finished product. We will end class by reviewing this outline briefly, addressing each step individually and providing ample opportunity for questions.
Day 2: The second day will revolve around brand case studies. Lecture will include presentations of multiple brands— their fragrance names, descriptions, branding, and marketing, as well as other pertinent information. The presentation will feature both successful and less successful brands and specific fragrances, identifying strengths and weaknesses with each, and class discussion will be central to the lesson. Students will be asked to offer their opinions of likes and dislikes with regard to the brands and scents presented as well as ideas that are successful and ways brands could improve. The second portion of the lecture will revolve around labels and packaging. What should be on a label for fragrance? What should be included in packaging? Regulatory and creative considerations will be given equal time and weight. We will review several examples of labeling and packaging presentations and their collateral and again identify strengths and weaknesses. Examples will include minimalist and maximalist approaches; creative and functional components; and ways brands set themselves apart through visual, auditory, scriptural and tactile materials as part of their overall product presentation as discrete entities from the juice itself. Class homework will be a short presentation of two brands by each student in which they will be asked to identify a brand they love and think is successful, and why, as well as a brand or fragrance they feel is less successful and what they would do to improve it.
Day 3: The third day will begin with student presentations of homework and after each presentation feedback will be given by students and instructor. The remainder of class will be devoted to reviewing the steps in the product development outline and checking in with students about their progress in these considerations. This third day could be shorter, perhaps 2 hours, depending on class size.
This online class meets January 26, February 2, February 9, with short breaks during each class. The Zoom link will be sent by email 24 hours before each class.
This class is meant to be inclusive to all those interested in fine fragrance development, but a general knowledge of perfume is recommended. This need not include direct experience with raw materials or perfume creation, but some knowledge of fragrance families, notes and the general language of perfumery will aid in their understanding and development of their fragrance project as well as their ability to comprehend the topics outlined in the lecture portion of the course.
ABOUT MICHAEL NORDSTRAND
Michael Nordstrand is an innovative perfumer, teacher and multidisciplinary artist who began his career in Creative Direction for Fashion & Beauty. His fragrance education, initially undertaken in 2010, includes extensive training, notably with Givaudan, Cinquième Sens, ISIPCA, and, most recently, The Grasse Institute of Perfumery. He has worked with brands like Jo Malone, Tom Ford, and others that are forthcoming, including his own brand, Mythologist. His unique approach to fragrance is informed by boundless curiosity and a love of history, science & the arts. With a deep respect for raw materials and the stories they can tell, Michael approaches each project with an inquisitive and open mind, applying his knowledge to solve problems creatively and produce elegant solutions that satisfy client expectations.
ATTENDANCE AND REFUND POLICY
This is an online class that will take place on Zoom. The Zoom link will be sent by email approximately 24 hours before the class. Lest this email end up in your spam folder, please be sure to add firstname.lastname@example.org and email@example.com to your address book.
+ We will upload the class recording after session, and share it for 7 days with attendees. This video is view-only, and expires at the end of the 7 day window.
+ Unfortunately, we cannot offer refunds or credit for this class. Note also that event tickets are non-transferable.