Expert fragrance guidance at Sydney Airport
By Doug Newhouse, 12 March 2010

Australia's foremost fragrance expert is helping international travellers select their fragrances at SYD Airport Tax & Duty Free's new state-of-the-art departure store in Sydney Airport.

The Nuance Group claims that in an airport first, 'World of Fragrance' allows customers to determine which fragrance suits them best using Michael Edwards' renowned fragrance classification system. They also have the opportunity to try fragrances before they buy.

Often called the 'perfume experts' expert', Edwards has classified more fragrances than anyone in the history of perfumery, working with every brand to check his accuracy. Essentially, there are four distinct fragrance families:

Floral & feminine (fresh-cut flowers; aldehydes powdery notes; orange blossom sweet spices);

Oriental & sensual (incense & amber; oriental resins; sandalwood patchouli);

Woody & confident (dry woods & leather; oakmoss & amber; aromatic woods & vetiver);

Fresh & clean (marine & aquatic notes; galbanum & green notes; berries & fruits; bergamot & citrus oils).

Travellers can also use Edwards' Fragrance Wheel - approved by the fragrance houses and perfumers - to match the style that best suits them with their favourite brand. They simply select the type of fragrance they like, and three similar ones will be recommended. The store's colour-coded ticketing system also makes locating the chosen fragrance very easy.

SYD Airport Tax & Duty Free's unique 'World of…' concept allows travellers to get up close and personal with a range of products before buying. Think: World of Wine with tasting notes and educational information by Master of Wine Phil Reedman; World of Malt Whisky, where travellers will discover their preferred whisky through flavour profiles, and World of Chocolate in which travellers will sample exclusive lines by Lindt, Valrhona, Butlers and Neuhaus. All products are tax and duty free – so there are huge savings compared to normal domestic retail prices.

David Odgers, Director of SYD Airport Tax & Duty Free, says, "Through the design and merchandising of the new store we aim to help customers discover more about the products they love. The fragrance area is both beautiful and informative, helping customers to trial new scents or understand more about their favourites while offering hundreds of choices from all the best fragrance houses. It makes more sense than ever for international travellers to check in early to take advantage of this engaging shopping experience."

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