The Psychology of Scent: Aromachology brings a new concept in fragrance to TIFF for the second year in a row

By Ali Maldoff
Introducing the newest concept in fragrance – Aromachology. A fresh and fabulous creation by Toronto’s Kirsten Menkes and Ashlee Firsten puts the person in personal scent. Launching their delicious products for the first time at TIFF 2009, the delightful sisters-in-law are back and better than ever with their Toronto pop-up suite conveniently located across from the star-studded Four Seasons entrance for the duration of the festival (September 9 – 19).

With a quick 10-question ‘scent profile’, the girls determine the inner-you as a base scent. There is floral for the elegant and romantic, gourmand for the playful and independent, oriental for the sultry and strong, fresh for the light-hearted introvert, or woodsy for the driven and compassionate. Add depth to your base scent with any of their 15 inspiring top notes such as graceful, creative, or sensual. Custom-blended before your eyes with the cheerful attention of these beauty pros, you will certainly feel in the festival spirit.

And the scent story doesn’t stop there; these ambitious ladies are currently previewing their new line of charmingly – packaged (and equally customizable) Aromathentic candles and body lotions at this year’s festival. Describing their iconic custom fragrance blends as “the gateway drug” they are hoping to hook celeb (Molly Sims, Sherri Shepherd, Jonas Brothers!) and layman clientele alike with the expansion of their line. Believe me – you will die to score the adorable and affordable Mini Luxe candle collection when it is available for purchase later this fall. Don’t miss this interactive and luxurious experience!

Not going to be in TO for the festival? Never fear, Aromachology is available all year round, online or from their steady spot at Henri Bendels in NYC. Stay tuned to www.myaromachology.com for more info and perma-locations to come.

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