Nora Rosenblatt has worked with experts to develop a fragrance “With Effect.” A whole institution is emerging around it, which is going to help in mobilizing the resources.

Nora Rosenblatt was twelve years old when she started collecting perfumes. All the samples that were available in perfumery at that time were preserved like a sanctuary. At the same age, she started wearing perfume herself.

“Black from Armani” should remain its trademark until age 24. After a quick ascent, the WU graduate was already the director of Central and Eastern Europe at one of the largest media agencies – and decided it was time for a new perfume.

She also knows from that stage of life how much fragrance is attached to emotions. A hotel in the Bosporus, a restaurant where she is given a pashmina shawl with a hint of perfume from a previous guest: Gucci Rush, as she later found out, reminds her of that successful time. But it was also the time their daughters took one of their scented T-shirts to sleep with them while she was on the journey again. “Being on a plane every day is exhausting at some point or the other,” Rosenblatt says. “Then I thought I wanted to do something that made sense.”