'Heston Blumenthal of the perfume world' Odette Toilette brings vintage scents to BLE

Toilette will host a seminar looking at the history of perfumes during the 1940s and how archive collections can inspire modern products.
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The various scents of women of the 1940s will be used to demonstrate how archive collections can inspire modern products in a unique seminar at this year’s BLE.

Scent historian Lizzie Ostrom – known by the industry as Odette Toilette – will host an interactive session titled A Good Vintage: Licensing the 1940s with Imperial War Museums in the Brands and Lifestyle Theatre on Tuesday, October 11th.

Often described as the Heston Blumenthal of perfumes, Ostrom will be joined by IWM’s David Fenton, head of retail and admissions, publishing and brand licensing and Anne Anne Buky, licensing consultant.

The session will look at the history of perfumes during the 1940s through an exploration of IWM’s collections, as well as its toiletries range for Marks and Spencer.

“This interactive trip back in time, complete with the sights and scents of the 1940s, is a first for BLE,” said Anna Knight, BLE brand director.

“This is a fantastic way to demonstrate just how a brand’s history can be used to promote its future. The session is a must attend for anyone looking to learn more about the IWM’s collections and understand how innovative museum and heritage licensing can generate successful revenue streams.”

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