The Psychology of Fragrance 20 Spray February 2014 Roberts The International Fragrance Association United Kingdom (IFRA UK) held its third annual Fragrance Forum in October at The Royal Society in London. The theme of the all-day event was The Psychology of Fragrance. The purpose of the IFRA UK Fragrance Forum is to develop a better understanding of the important role fragrance plays in consumers’ lives, each year bringing together approximately 100 perfumers, scientists from academia and industry, marketers and trade body representatives. The next annual IFRA UK Fragrance Forum will be held in London on Oct. 16, 2014. The invisible difference IFRA UK Director Lisa Hipgrave chaired the first of the three sessions, which explored Fragrance – the invisible difference. The first speaker was Dr. Craig Roberts from Stirling University who spoke on “Body odor in biological perspective.” “Odor is critical in co-coordinating a variety of behaviors in animals, but we tend to think that information in human odor doesn’t really affect human behavior,” he said, adding, “Nothing could be further from the truth. Human body odor contains information which enables us to recognize other individuals and may be used in choosing our sexual partners. Recognizing body odor in this biological perspective has direct implications for the use of fragrances.” IFRA UK convenes in London Julie Young, IFRA UK Executive Secretary
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