Latest / Skin Anarchy / E.384: Expressing Emotions Via Fragrance Ft. EMMOTIV (New Launch)

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E.384: Expressing Emotions Via Fragrance Ft. EMMOTIV (New Launch) · Skin Anarchy

• 0:01
  SPEAKER_00: The four has arrived.
• 0:05
  SPEAKER_00: Only you can stand in their way and journey across the expensive open world of the sanctuary.
• 0:11
  SPEAKER_00: Five powerful clouds of the progression of the figure play style.
• 0:15
  SPEAKER_00: Adventure with your friends and up to fourth player co-op with cross play across progression on all platforms.
• 0:20
  SPEAKER_00: Welcome to Diablo 4.
• 0:23
  SPEAKER_00: Available now, rated and premature.
• 0:25
  SPEAKER_00: Cap the banner or visit this episode's page to learn more.
• 0:44
  SPEAKER_02: Hi guys, welcome back to Scooker Anarchy.
• 0:46
  SPEAKER_02: This is your host, Ekta, and I am so excited about this Fragrance Friday because we have a brand new launch line with us, and I'm so excited to introduce you guys to it.
• 0:58
  SPEAKER_02: So without further ado, I want to introduce you guys to the founder of Emotive Perfumes, Christina Bagosi.
• 1:05
  SPEAKER_02: Welcome to the show, Christina.
• 1:06
  SPEAKER_02: I'm so excited to be hosting you.
• 1:08
  SPEAKER_01: Thank you so much, Ekta.
• 1:10
  SPEAKER_01: Thank you for having me.
• 1:10
  SPEAKER_01: I'm so excited to be with you today.
• 1:13
  SPEAKER_02: Oh my goodness.
• 1:14
  SPEAKER_02: I'm so, so thrilled that the line is now live.
• 1:18
  SPEAKER_02: Everyone listening, it was launched on the 11th of this month.
• 1:21
  SPEAKER_02: Um, and it's just such a gorgeous line, Christina.
• 1:24
  SPEAKER_02: So I'm super excited and honored to be hosting you.
• 1:27
  SPEAKER_02: I would love to get started if we could um learn about you, you know, and how you got into the fragrance world and, you know, just the whole journey.
• 1:34
  SPEAKER_02: Just walk us down memory lane if you could.
• 1:37
  SPEAKER_01: Sure.
• 1:37
  SPEAKER_01: Uh, great question.
• 1:39
  SPEAKER_01: So I am from uh Romania.
• 1:42
  SPEAKER_01: I moved to the States actually when I was 11, but I spent the majority of my childhood in a town called Arad on the west side of the country.
• 1:52
  SPEAKER_01: And this was before um this was before the fall uh of communism.
• 1:57
  SPEAKER_01: So the country was fully isolated from the outside world and we really didn't have any access to a lot of self-care products or a lot of things in general.
• 2:08
  SPEAKER_01: I mean, there were times without heat, but in in general, we were quite isolated.
• 2:13
  SPEAKER_01: And once um, you know, once the Eastern bloc started to crumble uh with the 1989 revolutions, um a lot of uh foreign goods started to trickle into the country.
• 2:27
  SPEAKER_01: So it was very much like being a kid in a candy store because there were just all these amazing products that we didn't know could even exist, you couldn't even imagine that they could exist that started to make their way over to Romania.
• 2:39
  SPEAKER_01: And um, that's actually how I got introduced to perfume because one day I still remember it now.
• 2:45
  SPEAKER_01: My mom came home from work and somebody had given her um a bottle of perfume.
• 2:51
  SPEAKER_01: And so when I saw this, I mean, literally, I had never seen anything like this before, if you can imagine.
• 2:57
  SPEAKER_01: It just felt like a little magic potion, you know.
• 3:00
  SPEAKER_01: It just the the it smelled divine.
• 3:03
  SPEAKER_01: And the the to me, the concept that somebody had kind of just created this purely for pleasure was just phenomenal.
• 3:12
  SPEAKER_01: And it kind of really impacted my perspective on on just the idea of creating things for pleasure and sharing that with other people.
• 3:21
  SPEAKER_01: And so it was a very formative um experience for me.
• 3:26
  SPEAKER_01: And later on, when I moved to I moved to the States um when I was 11, but when I was in high school, I had a job at the mall.
• 3:33
  SPEAKER_01: And I remember like during my breaks, I used to run over to the department store down the hall and just like smell all the fragrances, and I used to bring all those little blotters.
• 3:43
  SPEAKER_01: So I was um, I mean, obsessed is maybe like a strong word, but very, you know, very close to it with fragrance and uh just really fell in love with how beautiful it can be and how um it can really impact how you're feeling.
• 3:59
  SPEAKER_01: And that's one of the reasons um that I created emotive.
• 4:02
  SPEAKER_01: It was to really bring to light this beautiful link between emotion and scent.
• 4:08
  SPEAKER_01: Um, and so uh you know, you know, an emotion being the other part because during my transition to the states, um I had to learn how to process my emotions.
• 4:19
  SPEAKER_01: I was a teenager moving to a new country, I didn't speak any English.
• 4:23
  SPEAKER_01: Um, it was very hard.
• 4:25
  SPEAKER_01: And let's just say there were a lot of emotions for me that I at the time when I was very young, I started to kind of suppress because I felt like that was the only way that I could kind of deal with the moment.
• 4:38
  SPEAKER_01: And um I even continued that early in my career because I guess I was working at very serious corporate jobs where expressing emotion was very discouraged.
• 4:50
  SPEAKER_01: And oftentimes I was even told I was too emotional, whatever that means.
• 4:55
  SPEAKER_01: Um and it's very unfortunate because I think you know, the older I got and kind of as I progressed through life, I just realized that actually emotion is one of the things in life that we should celebrate.
• 5:06
  SPEAKER_01: I mean, it it defines some of our most profound experiences, it's what makes us human.
• 5:12
  SPEAKER_01: And um, I just strongly believe that because I I dealt with this time in my life when I I felt like I was being told to suppress how I felt.
• 5:21
  SPEAKER_01: And anyway, for me, I wanted to create a brand that that actually embraced and celebrated this the beauty of human emotion.
• 5:30
  SPEAKER_01: Um, and that's what emotive is all about.
• 5:33
  SPEAKER_01: And I I also chose fragrance um as the uh the the conduit for that, not just because I love fragrance, but also because there's this beautiful link between emotion and scent.
• 5:46
  SPEAKER_01: Um, as you probably know, but I don't know if a lot of people know this, of all of our senses, um the sense of smell is the only one that's that has a direct link to areas of the brain that control emotion.
• 5:59
  SPEAKER_01: It's it's uh, you know, it's connected to the limbic system, and that is what processes feelings and emotions and memory.
• 6:09
  SPEAKER_01: And so that's why when we smell something, we have this like very instant reaction to it.
• 6:14
  SPEAKER_01: It's because of that link.
• 6:15
  SPEAKER_01: And I wanted to share that beautiful link with others through emotive.
• 6:21
  SPEAKER_02: I love that.
• 6:22
  SPEAKER_02: I really love that, and I think that you're you know, you really hit the nail on the head with what you said, you know.
• 6:27
  SPEAKER_02: And I think, by the way, the boss who told you that you're too emotional, screw that person.
• 6:32
  SPEAKER_02: There's no like multiple, yeah, yeah.
• 6:35
  SPEAKER_02: Like screw those people, I hate those people.
• 6:37
  SPEAKER_02: It's like, you know what?
• 6:38
  SPEAKER_02: Okay, and especially with women, because it's like you guys do not, we have a whole different set of hormones that come into play.
• 6:45
  SPEAKER_02: I don't know if any, you know, it it just doesn't, and I get you because you know, I'm in a male-dominant field and I understand I've definitely been there, I've definitely um, you know, gone to the bathroom a few times when I, you know what I mean?
• 6:55
  SPEAKER_02: Like I didn't want to show anybody my emotions.
• 6:57
  SPEAKER_02: And so it's a very like stigmatized world we live in, you know, in terms of how women should be at the workplace.
• 7:04
  SPEAKER_02: And it's like, you know, unfortunately, it just it's not it's not black and white, you know.
• 7:08
  SPEAKER_02: And so I love that you have this inspiration behind your line because at the end of the day, I mean, I could not agree with you more.
• 7:16
  SPEAKER_02: I think perfumery and fragrance is one of the most beautiful ways to express emotion, to make your emotions like to kind of like regulate them a little bit also, you know what I mean?
• 7:29
  SPEAKER_02: Like in terms of like if you're sad, you can, you know, if I was telling for everyone listening, I was telling Christina, you know, before that we started recording, was that my favorite uh scent in the line is the uh the fragrance called Calm Soul.
• 7:44
  SPEAKER_02: And it's beautiful for me because I'm a very anxious person.
• 7:48
  SPEAKER_02: And so like I look for like fresh, calming scents, and but this one has this beautiful, like underlying, like warm feel to it, and it just makes me feel like cozy and happy and just comforted, you know what I mean?
• 8:02
  SPEAKER_02: Like I feel comforted, and I feel like that is that is so powerful, you know.
• 8:06
  SPEAKER_02: If a perfume can bring you into a place emotionally where you're feeling more relaxed, more protected, more, you know, less guarded, less vulnerable, that is huge, you know, and you're absolutely right in everything you said, like, you know, whether that's brain chemistry, neurology, everything supports it, you know, everything.
• 8:26
  SPEAKER_02: And also just to remind everybody, the olfactory system is one of the systems that we know the least about, you know, we don't know everything.
• 8:34
  SPEAKER_02: We do know about the limbic system and we do know about, you know, the memory retention aspect of things and you know, that there's so much that the the sense of smell delivers to us and our daily experience that we don't even we don't even know about.
• 8:48
  SPEAKER_02: You know what I mean?
• 8:49
  SPEAKER_02: Because we just it's just nonchalant and we go about our day.
• 8:52
  SPEAKER_02: But um, yeah, I love everything you said.
• 8:54
  SPEAKER_02: I completely agree with you.
• 8:56
  SPEAKER_01: It's so, and Ecta, everything you just said, I couldn't agree more because we we don't study the olfactive sense as much as the others, I feel like it's also one we're most likely to take for granted.
• 9:08
  SPEAKER_01: And so it almost needs uh somebody to say, hey, pay attention to this beautiful scent.
• 9:14
  SPEAKER_01: Look what it can do.
• 9:15
  SPEAKER_01: And yeah, although, you know, we don't fully understand how this link works because it's just so complicated.
• 9:22
  SPEAKER_01: Um, the good news is that there is a lot of research around just how specific ingredients help evoke specific emotions.
• 9:30
  SPEAKER_01: So that's uh what I wanted to do with a motive is literally bottle up that wealth of knowledge into these scents that are designed to evoke emotions we crave from calm to joy to comfort and love and more.
• 9:45
  SPEAKER_01: And um a lot of this knowledge comes from aromatherapy.
• 9:50
  SPEAKER_01: Um, and so each scent is constructed around specific notes that are known to evoke these emotions, but unlike aromatherapy, they wear and feel like perfume.
• 10:02
  SPEAKER_01: So they have this like beautifully artfully layered construction that has a top mid-dry nose structure.
• 10:09
  SPEAKER_01: You you can kind of experience how it evolves throughout the day.
• 10:13
  SPEAKER_01: So it's very indulgent and uh sensorial and and feels like you can really integrate it into your daily wellness rituals.
• 10:22
  SPEAKER_01: Um, so for example, with calm soul, I mean, I I love I wear that fragrance a lot.
• 10:28
  SPEAKER_01: Um, and when I created it, I was thinking about what is the intention that you have that could help you, uh that fragrance could help with.
• 10:39
  SPEAKER_01: So, for example, let's say your intention for the day or even just for the moment is to find a moment of calm and serenity, you know, whether it's to prepare for a meditation session, or maybe you're just going to work on and have a really crowded commute, but you're trying to kind of find the sense of calm.
• 11:00
  SPEAKER_01: Um, and maybe you even honestly have other techniques that you use, like I use the four, seven, eight breathing method a lot.
• 11:08
  SPEAKER_01: Um, but the idea for with emotive is that now you can incorporate this very uh beautifully artfully designed perfume into that wellness ritual.
• 11:18
  SPEAKER_01: Um, and that's what calm soul does.
• 11:21
  SPEAKER_01: So calm soul is built around um, and maybe I could tell you about some of the notes because I think this really highlights um the link.
• 11:29
  SPEAKER_01: It has a blend of grounding woods.
• 11:33
  SPEAKER_01: So it has Paulo Santo, which is like a little bit more on the sweet and smoky side, but that is a relaxing, calming, grounding note.
• 11:42
  SPEAKER_01: It has cedar wood essential oil.
• 11:45
  SPEAKER_01: This is more on the citrusy side of woods, um, but it has been shown to lower anxiety and soothe and relax.
• 11:52
  SPEAKER_01: Um, juniper essential oil is also part of that mix and juniper is so interesting because it's also one that has been used um kind of historically in a lot of spiritual uh for spiritual purposes, but it helps to calm and reduce stress.
• 12:08
  SPEAKER_01: So it's built around these grounding woods.
• 12:11
  SPEAKER_01: It also has a beautiful blend of calming aromatics, which include clary sage, which is um more on the herbaceous side, but it helps relax and reduce anxiety.
• 12:23
  SPEAKER_01: It has lavender essential oil.
• 12:25
  SPEAKER_01: And lavender is one of those that has a lot of research actually behind its connection to emotion.
• 12:32
  SPEAKER_01: Uh, it's been demonstrated to decrease beta 1 brainwave activity, which is associated with relaxation.
• 12:39
  SPEAKER_01: Um, and the fragrance is also layered with notes of ginger and bergamot, which add freshness and spice while also stimulating feelings of warmth and energy.
• 12:49
  SPEAKER_01: So it's a very layered composition.
• 12:51
  SPEAKER_01: It has depth, it's uh it's in the woody family.
• 12:55
  SPEAKER_01: And that's actually one thing to note on how these fragrances are very different from something you would find at the mall.
• 13:01
  SPEAKER_01: You know, it's this is a warm, aromatic, woody scent.
• 13:05
  SPEAKER_01: It's meant to be grounding, it has a little bit of an incensey quality.
• 13:10
  SPEAKER_01: So it's not a kind of a watery or aquatic scents or a tropical scent, which is often how kind of commercial fragrances interpret this calm space.
• 13:20
  SPEAKER_01: It's really taking its inspiration from um from aromatherapy and uh and activities that help to relieve um, you know, kind of relieve stress.
• 13:32
  SPEAKER_01: So in a way, it kind of bottles up the this um this sensation of having a meditative retreat in nature.
• 13:39
  SPEAKER_01: And it's it, you know, I I'm so glad that you love that one.
• 13:43
  SPEAKER_01: It's it's so great to hear.
• 13:45
  SPEAKER_02: No, absolutely.
• 13:45
  SPEAKER_02: And I think that that's really important to acknowledge is that, you know, calm and you know, just the idea of meditation, the idea of using fragrance in that, you know, in that capacity, you're right.
• 13:59
  SPEAKER_02: Most of those scents are very fresh, very citrusy, very, you know, like um, you know, just they they fleet very easy very quickly.
• 14:07
  SPEAKER_02: And I think I find that to be very um annoying because once you've gone through your meditative practice, you want to kind of have that lingering, you know what I mean, of it, the feeling of it lingering on.
• 14:17
  SPEAKER_02: And I think that that that happens obviously because you've you've done your practice, you've you know, you've sat, you've meditated, great.
• 14:24
  SPEAKER_02: But then when you have a fragrance that you associate with it and that you you know brings you to that place, that that memory or that it's it's kind of like a cue in your brain that says, hey, you know, don't forget to meditate, or don't forget, you know, you already meditated, so keep your mindfulness practice going throughout the day.
• 14:43
  SPEAKER_02: Those kind of things are very powerful.
• 14:45
  SPEAKER_02: And I think that, you know, when we when we talk about fragrance, we often miss the the ability for us to utilize fragrance as a tool rather than just an added on, you know, um a thing that we just have on our vanities.
• 15:00
  SPEAKER_02: You know what I mean?
• 15:01
  SPEAKER_02: It's not about that always.
• 15:02
  SPEAKER_02: It's all it's really a wonderful tool.
• 15:05
  SPEAKER_02: And, you know, whether that's I was talking to, for example, I'll give you an example, you know, Christina, I was talking to Sue Phillips and she was, you know, she's like wrote the book on perfumery, right?
• 15:15
  SPEAKER_02: She's like, she was telling me about um how she has really treated a lot of people who have lost their sense of smell over their lifetime with fragrance.
• 15:25
  SPEAKER_02: And it was like so amazing to listen to her because she Sue really went into it and she explained and, you know, I was like, I'm not surprised because we don't know anything about the system, you know, biologically.
• 15:36
  SPEAKER_02: We don't know the capacity, we don't know the potential.
• 15:40
  SPEAKER_02: And so, you know, it's a very interesting space that I'm really having a great time as a consumer watching it grow.
• 15:47
  SPEAKER_02: You know, I'm I think when you shared your story of, you know, being young and the fragrance, I was very similar to you.
• 15:53
  SPEAKER_02: You know, my mother always had like very select fragrances.
• 15:56
  SPEAKER_02: And um, I remember Dior's uh what is that one that's a really famous by Dior?
• 16:02
  SPEAKER_02: There was one that was very famous, and it had just come out, uh Jodore, right?
• 16:07
  SPEAKER_02: And it had just come out, and my dad had gone to Paris for a conference and he brought it back for her.
• 16:12
  SPEAKER_02: And um, you know, she was just in love with it.
• 16:15
  SPEAKER_02: And I remember just smelling that on her, you know, because I wasn't using perfumes, I wasn't using fragrances.
• 16:21
  SPEAKER_02: And so, you know, it just it reminded me, and so even to this day when I smell that specific scent, I think of my mother, you know, no matter where I am.
• 16:28
  SPEAKER_02: And so it's it's a huge, huge like amount of potential that we're just kind of overlooking, you know what I mean?
• 16:35
  SPEAKER_02: I feel like as an industry, when we talk about fragrance, like we're yeah, okay, fragrances it's great, but there's so much there, you know, there's so much more there.
• 16:43
  SPEAKER_02: So yeah, I love it.
• 16:45
  SPEAKER_01: Yeah, I mean, I I and I love what you said about um using fragrance as a tool because that's that's actually exactly how I thought about these fragrances when creating the concepts.
• 16:58
  SPEAKER_01: It's it's tools in our self-care toolbox that we can incorporate to refresh our intentions throughout the day.
• 17:05
  SPEAKER_01: They're not meant to be.
• 17:07
  SPEAKER_01: I mean, you can wear fragrance any way you want, but I think it's very limiting to only think of fragrance as an accessory for kind of going out and um, you know, impressing someone else.
• 17:17
  SPEAKER_01: Uh, there's this just other side where you can really use fragrance to help build rituals and then nourish those rituals throughout the day.
• 17:25
  SPEAKER_01: So, for example, with calm soul, like you were saying, if somebody has um, you know, if you're doing your meditation or your yoga in the morning and you wear this fragrance, your brain actually starts to also, not only is it grounding in the moment, but you're also starting to create links in your brain that help you associate that scent with a sense of relaxation.
• 17:45
  SPEAKER_01: And then later in the day, if you can refresh that intention and refresh that sensation.
• 17:51
  SPEAKER_01: And your brain will now remember it and just helps you, um, helps add to to evoking that emotion.
• 18:00
  SPEAKER_01: So it's just such a beautiful way to think about how to incorporate fragrance and scent into our daily rituals.
• 18:08
  SPEAKER_01: Um, and I'm glad that you picked up on that because that's exactly how I I thought about this whole concept.
• 18:14
  SPEAKER_02: Absolutely.
• 18:15
  SPEAKER_02: No, absolutely.
• 18:15
  SPEAKER_02: I I think the whole line is beautiful.
• 18:17
  SPEAKER_02: You know, we talked about this one specific one, but I would love to talk to you more, Christina, about how it, you know, for example, there's another wonderful one that I think is for everyone listening, really wonderful for the winter weather.
• 18:30
  SPEAKER_02: It's called Cozy.
• 18:32
  SPEAKER_02: Uh uh, and it's just wonderful.
• 18:34
  SPEAKER_02: You know, I think it's a beautiful scent for like winter time, like if you're, you know, sipping on a hot beverage and just sitting around watching the snow.
• 18:42
  SPEAKER_02: Like, that's what it reminds me of.
• 18:43
  SPEAKER_01: That's amazing that it reminds you of that.
• 18:45
  SPEAKER_01: That's exactly what it's intended to do.
• 18:47
  SPEAKER_01: That's perfect.
• 18:48
  SPEAKER_01: Um, yeah, that's what I think of.
• 18:50
  SPEAKER_02: That's what I've been.
• 18:51
  SPEAKER_02: It's like literally, we had our first snow yesterday, and I um was, you know, I sprayed it on.
• 18:55
  SPEAKER_02: I remember thinking that I was like, this is so nice.
• 18:58
  SPEAKER_02: Like it goes so wonderfully with the weather and the the ambiance of the weather.
• 19:02
  SPEAKER_02: And you know, so yeah, I want to learn all about how you really picked out your notes and you know, how did that work?
• 19:08
  SPEAKER_02: Because I know that I know a little bit about fragrance and perfumery, but I don't really know how it works behind the scenes in terms of like, do you go to your perfumer and say, hey, I want something woody or I want something, you know, with like a vanilla, you know, tone in it, or how does that work?
• 19:24
  SPEAKER_02: How you know, the whole thing.
• 19:25
  SPEAKER_01: Yeah, that's a great question.
• 19:27
  SPEAKER_01: And I think that um my first answer would be that I think everyone has a slightly different process.
• 19:32
  SPEAKER_01: Um, a lot of times in traditional perfume design, um, you know, a brand might go to a perfumer and just say, Look at this bottle we designed, designed a fragrance around it.
• 19:44
  SPEAKER_01: It can be as as undefined as that.
• 19:46
  SPEAKER_01: I was on the complete opposite side of the spectrum from that.
• 19:49
  SPEAKER_01: So um, before I even went to work with the perfumers, I did a lot of research on specifically what notes and ingredients help evoke specific emotions because I wanted to bring to life each of these emotional spaces in the most evocative way possible.
• 20:08
  SPEAKER_01: And um, so I did my own research first and I created concepts around each fragrance that um that included the kind of were your typical mood board component, but also included a lot of this uh knowledge around specific notes.
• 20:25
  SPEAKER_01: And I did that not because they don't have access to that, but because I wanted to make sure that I also really understood and believed in the fragrances.
• 20:35
  SPEAKER_01: And um, you know, there's also a lot of um, I think there's a lot of uh fragrances on the market that that talk about mood, but they don't actually disclose what's in their ingredients.
• 20:47
  SPEAKER_01: So I think it's very hard for consumers to understand what they're putting on their skin.
• 20:52
  SPEAKER_01: And I didn't want to be that way.
• 20:54
  SPEAKER_01: I really wanted to highlight ingredients that are real, that have been researched, and that have associated mood enhancing benefits.
• 21:02
  SPEAKER_01: Um, but they are the creators.
• 21:03
  SPEAKER_01: Like I just I went to them with an idea of what I wanted, um, but they have this like additional wealth of knowledge from their own in-house research around mood uh and the link between mood and fragrance.
• 21:19
  SPEAKER_01: So it was a union of those two that created the fragrances.
• 21:22
  SPEAKER_01: But then, of course, these perfumers um have spent their entire careers perfecting the artistry of perfume design, and that's all them.
• 21:31
  SPEAKER_01: The the layered of uh kind of the layered quality, the construction of the perfumes and how they feel artistically.
• 21:38
  SPEAKER_01: I mean, that obviously you know, you you have to be very talented to do that and spend a lot of years learning learning that that trade.
• 21:46
  SPEAKER_01: And so uh they did a beautiful job creating each fragrance in a way that really combined these mood enhancing notes, but did it in a way that feels um very elevated and uh sophisticated, kind of more.
• 22:00
  SPEAKER_01: A perfume than a traditional aromatherapy experience.
• 22:03
  SPEAKER_01: So it was it was a very deep collaboration from both sides.
• 22:08
  SPEAKER_01: Um, and the other thing I'll say is that the fragrances um are the other develop big important part of the development process was to make sure that they met the strictest market definition of clean beauty.
• 22:22
  SPEAKER_01: Um, so not only are they vegan and cruelty-free, they also are EU compliant, and they are um clean in that they actually exclude a lot of ingredients that are traditionally used in perfumery.
• 22:35
  SPEAKER_01: So it makes the development process a little bit more challenging for the perfumers, but I think it was well worth it.
• 22:42
  SPEAKER_01: They did a phenomenal job.
• 22:44
  SPEAKER_01: And um, and the other pieces, I it was also very important for me to offer fragrance ingredient transparency because to me, if you're talking about um notes and ingredients that help evoke these emotions and have research behind them, uh and not being able to share with that with consumers just feels like you're not telling the whole story.
• 23:07
  SPEAKER_01: So I really wanted that to be part of it.
• 23:09
  SPEAKER_01: So the ingredients are a mix of botanical extracts and safe synthetics, um, which were essentially recreated in the lab to replicate the aroma of a natural ingredient.
• 23:20
  SPEAKER_01: So, in some cases, as you as you know, the naturals are very difficult to obtain or very expensive, or maybe have environmental impact in those cases.
• 23:30
  SPEAKER_01: Um, we use the synthetic version of that note.
• 23:33
  SPEAKER_01: Um, in other cases, it's the natural.
• 23:35
  SPEAKER_01: And anyone who goes to the website and and goes to any of the fragrance pages can quickly see um the specific ingredients uh in the perfumes, um, as well as the uh a highlight of which of those are the mood-enhancing notes.
• 23:51
  SPEAKER_01: Um, but yeah, I I thought, you know, clean, I for me it was really important to make them as clean as possible because at the at its core, this concept is about creating something holistically good for you.
• 24:04
  SPEAKER_01: And so it was hard to create anything that didn't meet um whatever's our latest understanding of of clean, uh obviously that that changes over time with with new research.
• 24:16
  SPEAKER_02: Of course.
• 24:17
  SPEAKER_02: No, I I think that it's really interesting to me that you know the homework that goes behind fragrance, you know, that's really why I'd asked you that question.
• 24:24
  SPEAKER_02: Because, you know, I sit here every time I interview anybody, any founder, whether it's skincare fragrance or whatever, I think, well, what I what would I have to go through to create this?
• 24:34
  SPEAKER_02: You know, like um, what was the homework?
• 24:36
  SPEAKER_02: And so that's very interesting.
• 24:38
  SPEAKER_02: And I know the fragrance world is very um, it's very mystical, I like to say, you know, it's very mysterious in a way, because there are people who are referred to as, you know, expert noses, and I didn't even know that, you know, for the longest time.
• 24:51
  SPEAKER_02: And I um when I found that out, I was like, oh, I wonder what it takes to become an expert nose, you know, like what it so you know, it's it's a very, very cool world.
• 25:00
  SPEAKER_02: And I think that um, you know, you putting so much of your thought behind this is extraordinary.
• 25:07
  SPEAKER_02: I think that it's a whole different thing to design um something that is as abstract, in my opinion, as a fragrance because you don't know how it's gonna hit people, right?
• 25:17
  SPEAKER_02: You don't know how people are gonna respond to it, you don't know if it's gonna resonate with them or if it's not.
• 25:22
  SPEAKER_02: And so it's a huge, you know, amount of blind faith sometimes, right?
• 25:26
  SPEAKER_02: As a as a founder, I would imagine.
• 25:28
  SPEAKER_01: Absolutely.
• 25:29
  SPEAKER_01: And it's it's one of those things where um everyone will interpret the scents differently because skin's skin chemistry still plays a big part in how we experience fragrance.
• 25:41
  SPEAKER_01: Um, but uh the scents are developed to be highly wearable, which I think is also an innovation in this space um where you typically get like very sharp notes and they just don't feel as quote-unquote, I know wearable is kind of like a hard to define word, but something that you feel like you could easily want to crave every day.
• 26:03
  SPEAKER_01: And so they are designed with that in mind, but of course, people have to try it on themselves to see how how it kind of mixes with their own skin chemistry.
• 26:12
  SPEAKER_01: Um, and that's part of the fun.
• 26:14
  SPEAKER_01: But I I think um it's what I would love people to take away from experiencing the fragrances is to really observe how the fragrances impact their emotions.
• 26:26
  SPEAKER_01: Just take your time when spraying it and just think about how it's impacting how you feel.
• 26:33
  SPEAKER_01: Um, because I think even that alone just helps bring bring a little bit of mindfulness to the the concept of perfume, which I just think has so much potential for that that level of intimacy um from an experience standpoint.
• 26:48
  SPEAKER_02: So um absolutely agree.
• 26:50
  SPEAKER_02: Yeah, no, I absolutely agree with you.
• 26:52
  SPEAKER_02: I think that is such a powerful message as well, because I don't think we do that enough in terms of in general, you know, we don't take enough time for ourselves as is.
• 27:01
  SPEAKER_02: So if you are getting ready in the morning, like I always suggest this to people, and I know you can uh relate, Christina, it's it's this idea of take little moments, right?
• 27:12
  SPEAKER_02: Rather than like, I feel like people approach self-care and self-love in this way of like, you know, well, I have to have two hours set aside, you know, for self-care.
• 27:21
  SPEAKER_02: No, you don't, right, you know, something as simple as spraying on your favorite perfume in the morning and taking a minute to close your eyes and really just engage with that scent, that's a moment.
• 27:33
  SPEAKER_02: That's self-care.
• 27:34
  SPEAKER_02: That right there, you just practice self-care.
• 27:37
  SPEAKER_01: You know what I mean?
• 27:43
  SPEAKER_01: You know, most of us don't have that time.
• 27:45
  SPEAKER_02: Yeah, we don't.
• 27:46
  SPEAKER_02: And and that's the thing, is like, you know, I think that this industry has become so used to, you know, promoting it that people have this misconceived notion.
• 27:54
  SPEAKER_02: But that's honestly, um, you know, your like what you've created here is one of the it's one of the biggest reasons I even decided to go into the fragrance category with skincare anarchy because I, you know, I started to realize that, you know what, wait a minute, self-care is everything, and fragrance is huge, you know, for for self-care, because it's it brings you, like we already talked about, it brings you into into a different moment, brings you into a different time sometimes, you know, like you know, time, place, reality, whatever you want to call it.
• 28:25
  SPEAKER_02: But what it does do is it grounds you, you know, it grounds you and it makes you just for a moment calm and peaceful and happy in that moment.
• 28:34
  SPEAKER_02: So I think it's a very powerful tool.
• 28:36
  SPEAKER_02: And, you know, your your whole line is beautiful, by the way.
• 28:39
  SPEAKER_02: I just wanted to really commend you on that because it's a very, very nice line.
• 28:43
  SPEAKER_02: And it's very, I believe, to be very Gen Z, um, just you know, friendly.
• 28:50
  SPEAKER_02: Like I that's the best way I can think of it.
• 28:52
  SPEAKER_02: It's very Gen Z friendly, where it's like, I love the names, you know, the names really describe the feeling you're gonna you're gonna get, and it's true.
• 28:59
  SPEAKER_02: And they're the names are by the way, for everyone listening, they're very true to the feeling it that the sense evoke, you know.
• 29:06
  SPEAKER_02: Christina, you did a great job of naming your first thing.
• 29:09
  SPEAKER_01: I'm so glad that you brought that up because one thing I want to say, you you made a point earlier about the mystery around fragrance.
• 29:16
  SPEAKER_01: I I think that it's there's a it's a kind of a breath of fresh air to just move away from that for this concept, especially.
• 29:24
  SPEAKER_01: I didn't want to be mysterious.
• 29:25
  SPEAKER_01: And when I came up with these names, I actually ran them, I kind of tested them with a few people just to see what they thought.
• 29:31
  SPEAKER_01: And I got a lot of responses.
• 29:32
  SPEAKER_01: Well, aren't fragrance names supposed to be kind of mysterious and confusing?
• 29:36
  SPEAKER_01: And I said, no, no, they don't have to be.
• 29:39
  SPEAKER_01: I think that I want them to be clear and I want them to communicate exactly what the benefit is in a in a fun and and in a fun and uh connected connected way.
• 29:50
  SPEAKER_01: And so that's why I came up with these names, uh, because I think they do that.
• 29:54
  SPEAKER_01: And you know, it's funny, it's like we shouldn't feel uncomfortable to say the word joy just because it's so uh in, you know, maybe feels a little bit obvious, but I think that's the beauty of it, and that's the beauty of celebrating the emotion of joy.
• 30:07
  SPEAKER_01: Um, so I'm glad that you brought that up because I I really wanted to move away from this like mystery of fragrance, both through the names as well as through the transparency of the ingredients themselves.
• 30:19
  SPEAKER_02: Absolutely.
• 30:20
  SPEAKER_02: And I think you I love it.
• 30:22
  SPEAKER_02: I personally love it.
• 30:23
  SPEAKER_02: I think that if you can, I mean, there's there's this place, and there's obviously, you know, for example, like, you know, there's a lot of fragrances and a lot of really expert perfumers that come up with their own lines, you know, and they have these beautiful names.
• 30:36
  SPEAKER_02: And I'm I'm all about that, you know, don't even want it.
• 30:38
  SPEAKER_02: Yeah, but at the same time, but at the same time, if I know that I want to feel joy, I would like my bottle to say joy on it, you know what I mean, just because I need to know this is the perfume that I could go to for this feeling of elation, you know, it represents this, it represents, you know, what I'm trying to target as an emotion.
• 30:58
  SPEAKER_02: That's another thing, is like emotion targeting.
• 31:01
  SPEAKER_02: You know, we live in this world now where we're like always telling each other, well, you know, be more, be more assertive with your intentions and your thoughts, right?
• 31:10
  SPEAKER_02: Well, how do you do that?
• 31:11
  SPEAKER_02: You do it by little things, and and one of them is if you look at the word on the bottle and it says, you know, for example, love, right?
• 31:20
  SPEAKER_02: You're gonna say, love, okay.
• 31:22
  SPEAKER_02: And for a second, whether you realize it or not, your brain is going to think about the word love.
• 31:28
  SPEAKER_02: Of course.
• 31:28
  SPEAKER_02: And yes, there's not a lot of us out there that can, you know, bad things come to mind when we think of love.
• 31:34
  SPEAKER_02: Like, you know what I mean?
• 31:35
  SPEAKER_02: So it's it's a really cool thing.
• 31:37
  SPEAKER_02: I think it's a really cool concept.
• 31:39
  SPEAKER_02: And I think, you know, with perfume, especially with Gen Z, they're such a new generation, you know what I mean?
• 31:44
  SPEAKER_02: So it's like for them, especially for them to understand, like, okay, this is what this fragrance can do for you.
• 31:50
  SPEAKER_02: You know, that's important.
• 31:51
  SPEAKER_02: Getting that message and that transparency out there is so important because unlike millennials, what I'm noticing about this generation, Lucina, correct me if I'm wrong, but in the fragrance world, they're not as um, I don't know, I don't know what the right word is, but they're not as keen on like, you know, non-transparent labels, you could say.
• 32:12
  SPEAKER_02: You know what I mean?
• 32:12
  SPEAKER_02: They love transparency, they love like knowing exactly what they're buying and why they're buying it.
• 32:17
  SPEAKER_02: And so I think it's brilliant to have this for them, you know?
• 32:21
  SPEAKER_02: And like if you're a young girl, for example, you're 16 years old, you're looking for a new perfume, you want something that's gonna help you feel, you know, just happier, or it's it's a sun, sunny scent, or it's something, you know, you can easily tell by the name on the bottle because a lot of times who has time to walk around a department store for 15 minutes to figure out does this fit me or not?
• 32:41
  SPEAKER_01: You know, 100%.
• 32:44
  SPEAKER_01: I mean, that's exactly right.
• 32:45
  SPEAKER_01: I feel like there's an authenticity that comes into play here.
• 32:49
  SPEAKER_01: And of course, I just want to clarify like, I think there's a lot of wonderful perfumes out there that are mysterious, and I think that's wonderful.
• 32:57
  SPEAKER_01: So I'm not saying those shouldn't exist or anything like that.
• 33:00
  SPEAKER_01: I just think that there's this other side that can also coexist.
• 33:03
  SPEAKER_01: And that's that's what emotive is all about.
• 33:06
  SPEAKER_01: And actually, um, on the cartons themselves, I don't know if you noticed this, Ecta, but in addition to the names, I also wrote these little haikus on each box that um are inspired by each emotional uh space.
• 33:19
  SPEAKER_01: So the joy rush one, uh, the haiku is the highest art form, is learning to create your own moments of joy.
• 33:26
  SPEAKER_01: And each one has its own, but it's this idea of just bringing a little bit of intention and mild mindfulness and a message of positivity into how uh we think about each emotional space.
• 33:38
  SPEAKER_02: Yeah, no, I definitely noticed that I love the packaging very, very much.
• 33:42
  SPEAKER_02: And I, you know, we were talking about love and um, you know, love euphoric is it's a beautiful packaging, and it literally says, you know, um, where to feel irresistibly adored, empowered in love.
• 33:54
  SPEAKER_02: And that's such a wonderful way to explain it because it's it's a very exotic fragrance.
• 33:59
  SPEAKER_02: It's very, you know, you even mentioned on the packaging, it's an aphrodisiac, you know, in terms of the florals, and you know, you have jasmine in there, you have rose, yeah.
• 34:07
  SPEAKER_02: It's just a beautiful way to explain.
• 34:09
  SPEAKER_02: And that's what I meant when I said Gen Z, because if I'm a person and I'm in the Gen Z uh, you know, group, I'm gonna look at this and I'm gonna be like, this is exactly what I need.
• 34:18
  SPEAKER_02: You know what I mean?
• 34:19
  SPEAKER_02: This is what I need.
• 34:20
  SPEAKER_02: And so it's harder for them to figure out, is what I was uh meaning in terms of like, you know, you pick up a fragrance, it it's like the the silhouette of a woman.
• 34:30
  SPEAKER_02: Okay.
• 34:31
  SPEAKER_02: That could mean 15 different things.
• 34:33
  SPEAKER_02: Okay.
• 34:34
  SPEAKER_02: That doesn't mean anything to me if I'm like a young girl, you know, 16 years old, going to homecoming, I don't know what to buy.
• 34:40
  SPEAKER_02: You know what I mean?
• 34:41
  SPEAKER_02: Like that's it's it's very it can be very confusing, is my point.
• 34:44
  SPEAKER_03: Yes, I think, yeah.
• 34:46
  SPEAKER_02: Yeah, yeah.
• 34:46
  SPEAKER_02: So I think it's be I think it's brilliant.
• 34:49
  SPEAKER_02: I think the whole concept is brilliant, and I absolutely love the fragrances.
• 34:52
  SPEAKER_02: I think they're really, really well crafted.
• 34:54
  SPEAKER_02: They're beautiful, they last, but they're not overly powering, like you know, they they don't overpower everything.
• 35:01
  SPEAKER_02: And that's one of the one of my biggest pet peeves.
• 35:03
  SPEAKER_02: I'm not gonna lie to you, Christina, is like what some of the older fragrances that are so coveted, like, you know, don't get me wrong, I love them.
• 35:10
  SPEAKER_02: I'm a huge fan of like, you know, the oldies and the goodies, but like some of them are so overpowering.
• 35:17
  SPEAKER_02: Like the musk in them is so, and so I as a consumer naturally gravitate away because I'm like, well, I don't want everyone around me to know that I've arrived, you know, like right.
• 35:30
  SPEAKER_01: I 100% agree.
• 35:33
  SPEAKER_02: Yeah.
• 35:33
  SPEAKER_02: So I mean, I think it's I think it's a beautiful, beautiful, like uh, what do you call it, middle ground that you've accomplished here because I really appreciate the fact that, for example, as I had mentioned, calm is my favorite one and calm soul is it's nice in the sense of like, you know, um immediately I get the gratitude, but it lingers long enough for me to not worry about refreshing it too often.
• 35:54
  SPEAKER_02: You know what I mean?
• 35:55
  SPEAKER_02: I don't have to refresh it 15 times a day.
• 35:57
  SPEAKER_02: I can do like, you know, once an afternoon, once right before I leave work, you know, if I'm going out to dinner right before dinner, you know, it's not it lasts just as long as I need it to last.
• 36:07
  SPEAKER_02: So I really appreciate that, you know, as a as a busy person.
• 36:11
  SPEAKER_02: And a lot of us are, you know, post-COVID days, a lot of us are very busy.
• 36:14
  SPEAKER_02: So yeah.
• 36:16
  SPEAKER_01: I'm so glad to hear that.
• 36:18
  SPEAKER_01: I said that's it's like music to my ears to hear that that's how you interpret it, because that's it, that was the the intention all the the whole time.
• 36:26
  SPEAKER_02: Also, um, for everyone listening, the fragrances are really well sized as well.
• 36:30
  SPEAKER_02: So if you are like me and you have like a business bag that you carry or some sort of like a, you know, like a a bag or a purse or something to work, it's a really nice size to just drop in your bag and just have with you throughout the day.
• 36:43
  SPEAKER_02: And I just, I really just love it.
• 36:44
  SPEAKER_02: Like the whole line, you know, it's it's a very clean appearance, it's beautiful glass bottles, you know, it's it's simple but sophisticated.
• 36:53
  SPEAKER_02: And I just I love it, you know, the whole look and feel is just beautiful to me.
• 36:57
  SPEAKER_02: And so for everyone listening, I really want you to go check out the line.
• 37:00
  SPEAKER_02: Um, emotive is the name, E-M-M-O-T-I-V.
• 37:04
  SPEAKER_02: And I want you guys to go check out the whole line and really experience it for yourselves because as much as I can sit here and talk to you about it, you have to smell it.
• 37:11
  SPEAKER_02: You have to smell the fragrances.
• 37:13
  SPEAKER_02: Like they're just divine.
• 37:14
  SPEAKER_02: And I think, you know, pick one, start there, and then just buy the rest.
• 37:19
  SPEAKER_02: That's how it works.
• 37:20
  SPEAKER_01: So I think people can also sign up for the newsletter uh because we and follow us on Instagram at emotive emo, where um I'll be announcing some new launches coming up, including some travel sizes.
• 37:35
  SPEAKER_01: So for the people who are truly looking for something compact and on the go, we will have you uh we will have that coming down the line as well.
• 37:43
  SPEAKER_01: So if you sign up for the newsletter, you can be the first to know um about those launches.
• 37:48
  SPEAKER_02: Well, I'm gonna go sign up for the newsletter then because I'm a huge fan.
• 37:53
  SPEAKER_02: I really, really do love the line though, Christina.
• 37:56
  SPEAKER_02: It's so nice.
• 37:57
  SPEAKER_02: And it's I have it beautifully displayed, you know, on one of my um shelves.
• 38:01
  SPEAKER_02: And I just I love it.
• 38:03
  SPEAKER_02: You know, it's like every day I experiment with a new one, you know, a new fragrance.
• 38:06
  SPEAKER_02: I'm like, well, so you know, it's fun.
• 38:08
  SPEAKER_02: It's fun.
• 38:09
  SPEAKER_02: You've really created something really magical.
• 38:11
  SPEAKER_02: And I and I love that, you know, in the true spirit of perfumery.
• 38:14
  SPEAKER_02: You've created something magical, mysterious, yet very transparent, you know, in the sense of like easy to understand.
• 38:20
  SPEAKER_02: So I'm a huge fan.
• 38:22
  SPEAKER_02: I know that anyone who tries it is gonna be immediately hooked.
• 38:25
  SPEAKER_02: So everyone listening, like I said, check them out.
• 38:28
  SPEAKER_02: I'm going to be tagging everything in the concept art for this episode, um, as well as like really promoting the the whole line throughout the holidays because I think this is a great good gifting option for all of you.
• 38:39
  SPEAKER_02: Um, you know, if you're still struggling with what to get that one person on your list, this is a really, really great option, especially for the moms on the list.
• 38:48
  SPEAKER_02: My mom is so hard to shop for, I know for a fact.
• 38:51
  SPEAKER_02: So I know a lot of you can relate.
• 38:53
  SPEAKER_02: Get them one of the perfumes.
• 38:54
  SPEAKER_02: I'm telling you, they're gonna love it.
• 38:57
  SPEAKER_01: So much, Ekta.
• 39:00
  SPEAKER_02: Yeah, of course.
• 39:00
  SPEAKER_02: No, I mean it.
• 39:01
  SPEAKER_02: I really mean it.
• 39:02
  SPEAKER_02: And so, you know, uh and and everyone listening, please chime in if you have any questions about fragrance or anything about the line, chime in.
• 39:08
  SPEAKER_02: I'll definitely pass them to Christina's team and we'll get you some answers.
• 39:12
  SPEAKER_02: But for now, definitely check out the brand and I will be back next time.
• 39:15
  SPEAKER_02: Thank you so much, Christina.
• 39:17
  SPEAKER_02: Thank you, Ekta.
• 39:19
  SPEAKER_02: Hey guys, so I hope you love that episode.
• 39:21
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• 39:26
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• 39:29
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• 39:43
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• 40:00
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• 40:04
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• 40:14
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• 40:21
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• 40:26
  SPEAKER_02: Thank you.