Beauty

Apple to launch perfume?

By Amy Lawrenson

Okay, so the bigwigs at Apple haven't actually created the scent—html coding doesn't have much to do with fragrance notes and layering. Instead, an Australian art collective called Greatest Hits commissioned scent manufacturer Air Aroma to create an eau de Apple as part of a gallery installation launching this month.
Apple is already everywhere. After all, when was the last time you made it through a day without stumbling across someone plugged into an iPad or iPod? But with this scent it really could be everywhere. 'It pretty much confirms what we already knew about that brand: namely that it has transcended tech to become part of an individual’s socio-political identity — and hence open to artistic commentary,' Vanessa Friedman wrote on the FT’s Material World blog.

Fragrance is a powerful thing; it can conjure up past memories, make you feel happy or trigger sad emotions. There's that idea that baking bread or brewing coffee when you're trying to sell a house can persuade potential buyers to put in an offer. In recent years designers have started scenting the runway - Victoria Beckham called on Diptyque Figuier Verte, a heady aroma, to scent her show back in February, for example. And if you've ever been in to H&M (who hasn't?) you'll notice it has a very distinctive aroma - no doubt pumped in through the air con to subliminally get us spending.

Apple is already more than a bestselling brand—it’s a significant social marker. If you buy into Apple you're a certain type of person, so it's not like it needs a scent, but with smell having such a strong affect on the brain, it could be worth a little trip to Australia or a meeting in Grasse...

Want to matchmake your fragrance for you and your other half? Check out our round-up of perfect perfume partners

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