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Lifestyle publication Uncrate has released a most edifying piece of branded content: “The Billion Dollar Nose,” a 2:22 documentary about Per Hermansson, the Absolut Company’s director of sensory design.
Yeah, that’s a title. More commonly, though, the people who make complex decisions about aroma are addressed by the feature that defines their paychecks—the nose.
“When I create a new taste profile of vodka, it’s like writing music. It’s composing music,” Hermansson says. If you know a nose, or are just a fan of Patrick Süskind’s novel Perfume, you’ll sense the logic to those words.
Scent, like music, is composed of notes.
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