Clayton Ilolahia's Contact Details

Clayton Ilolahia's Company Details

Fragrances of the World

Sydney, New South Wales, Australia • 7 Employees
Health, Wellness & Fitness

Regarded as the perfume experts' expert, Michael Edwards' dedication, devotion, knowledge, commitment and passion is unrivalled. His innovative contribution to the fragrance industry over the past three decades is momentous. In developing a guide for fragrance retailers in 1983, which categorised 323 fragrances, Michael made his first leap into what would become the industries ‘go to' guide. His aim, "to make fragrance selection an exciting journey rather than a difficult chore," changed fragrance vending forever. Fragrances of the World is now growing making it the industry's most comprehensive reference. It remains the only independent and impartial guide, with Michael accepting no advertising or fees for fragrance listings.Edwards developed the Fragrance Wheel, an olfactory ‘map' explaining relationships between 14 fragrance families. The wheel has since become a universal icon of perfume classification and essential selling tool. In 1996 Michael's book, Perfume Legends: French Feminine Fragrances revealed the secret world of perfumery, instantly becoming a cult classic. It is now considered one of the most significant books written on modern perfumery. In 2005 Edwards introduced FragrancesoftheWorld.info - the only fragrance database that sorts and cross-references, more than 30,000 fragrances by classifications, pyramid and accord notes, perfumers and bottle designers, bottle images, house and corporate groups, gender, country, and year of launch. The online database offers such a wealthy source of information that the industry recognised Michael twice with the highly prestigious FiFi award for Technological Breakthrough. Today, Edwards is a nomad by necessity. He divides his time between Sydney, Paris and New York in order to stay abreast of the market, keep in touch with the avalanche of new launches - from just 130 in 1993 to more than 2,200 in 2017. Edwards and his team evaluate and classify every new fragrance and cross-check their classifications wit