Philippe Mihailovich

Can perfume ever become a luxury again?

Scents have come to rely on fashion brands to propel them into the limelight, but is it possible to bring the perfumers back to prominence?

Mind the Gap! Branding Bridges in the Brain

Where the brand’s personality is seen to begin – often the first successful product – is critical to the brand’s credibility and its ability to stretch further over time. It’s all a matter of bridging the gaps in our minds so that we can accept and trust these brands in a new category.