How to write a fragrance brief a perfumer can use

Begin with the property story

In half a page, describe the hotel: location, building, guests, length of stay, what it wants to be remembered for. Include something concrete, such as 'a restored 1930s house with a courtyard of frangipani and lime trees'. A perfumer can translate that into notes; they cannot translate 'upscale'.

Mention what the guests do in the space. A bathroom used mainly for quick morning showers and one used for long evening baths call for different intensity and warmth, and a perfumer will use that detail.

Describe the mood in plain words

Give three or four adjectives and, equally important, three or four things to avoid. 'Calm, warm, clean; not sweet, not powdery, not medicinal.' Negative guidance is often the quickest way to narrow the field. Add the feeling you want a guest to have when they first open the bathroom door.

Offer references, not brand names

Give references from everyday life rather than from other products: a freshly cut lime, rain on warm stone, sun-dried cotton, a cedar cupboard, tea leaves. Photos, colour swatches or a short playlist also help. If you have scents you admire, describe what you like about them (lightness, depth, longevity) rather than asking for a copy. A brief that says 'copy that' limits originality and can create legal issues.

Test your references with a colleague: if they cannot imagine the scent from your words, the perfumer will struggle too. Revise until two people independently describe something similar.

List the practical constraints

Formats: soap, hand wash, shampoo, conditioner, body wash, lotion, refills, room or lobby diffusion.
Climate: hot and humid, dry, cold.
Regulations: markets you supply and any labelling rules to follow.
Sensitivities: need for a lighter version or an unscented line.
Exclusivity: whether the scent must be unique to you.
Volume and timeline: approximate annual use and launch date.

Do not guess budget or quantities if you do not know; say so and ask the supplier what ranges are typical.

Also state how the scent will be dosed and used. A hand wash is used for twenty seconds; a body lotion stays on skin for hours. A perfumer can adjust accordingly, but only if they know how each product will be used and how often guests will refresh it.

Define how success will be judged

State how you will test and approve: room trial, scoring sheet, who decides, and what 'pass' means. Mention the number of revision rounds you expect. Perfumers work better when they know the target and the process.

For example, you might say: 'We will test in four rooms for three weeks, with five scorers, and approve a scent that averages four out of five with no score below three. We expect two rounds of adjustment and need a final scent approved by the end of the quarter.' Specific words like these keep the project from drifting.

A one-page template

Property in three sentences.
Guest feeling on opening the door, in one sentence.
Four words to include, four to avoid.
Three real-world references.
Formats, climate and market constraints.
Exclusivity and timeline.
Approval process and decision-maker.

Send this with photographs of the property. Expect questions back; they are a good sign.

Add a line about what happens after approval: how a master sample will be kept, how repeat batches will be matched, and who at the hotel signs off future changes. A perfumer who knows this will formulate with stability in mind.

Common mistakes

Briefs that are too vague, too long, or contradictory ('fresh but warm but light but rich') waste time. So do briefs that skip constraints, then discover at the end that the scent will not work in a clear soap or does not suit the climate.

If you would like to see how a brief turns into a finished scent, read about signature fragrance and bespoke development, or ask for samples to point at what you like and dislike.

Another mistake is skipping the story of the people. Mention how housekeeping and front desk will talk about the scent, because a scent staff can describe in a sentence is one guests will remember.

Questions on this topic

How long should a fragrance brief be?

One to two pages with photographs is enough. Clarity matters more than length.

Should we name a perfume we like?

Better to describe what you like about it. Asking for a copy limits originality and can bring legal problems.

How many revisions should we expect?

Plan for a few rounds. Clear briefs and quick feedback reduce the number needed.

Keep reading

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