Women’s Wear Daily
04.23.2014
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Sixth Scents

NEW YORK — Of all the senses, smell remains the most mysterious. After all, if everyone understood the magic of perfume, how would those precious liquids retain their allure? As a man blessed with a sense of smell so highly developed that it...

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For his part, since Burr’s reporting left off, Turin has left the university and is now using his theories to produce novel molecules for a new company called Flexitral. One, a molecule called Lioral, smells of lily of the valley and, according to Turin, even enhances one’s sense of smell. "Lioral is quite powerful and smells great, if I may say so myself," Turin notes, "and it has an interesting effect. If you smell Lioral for a few minutes, then smell your glass of wine, the wine has suddenly gone up in price another 15 bucks."

Turin believes that Burr’s book is bound to cause controversy in the closed perfume world, but he’s looking forward to the prospect. "Some people will cheer," he says. "They know I’ve been beavering away at this thing for a long time without getting much of anywhere, and it’s time this thing had a little sunlight on it. My friends who have read the book say it’s going to create quite a ripple."
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