An interview with Leslie Courtois – bringing the sense of odor to ASMR

Final yr a brand new perfume line launched by Leslie Courtois Design – it consisted of seven fragrances created by perfumer Marie Duchène, all impressed by the thought of ASMR – Autonomous sensory meridian response. It refers to a tingling sensation that individuals expertise in response to sure audio-visual triggers, similar to comfortable whispers, tapping sounds, or light hand actions.

Over latest years there was a surge in ASMR primarily based Youtube movies designed to set off this sensation. These movies sometimes function an individual talking in a comfortable, soothing voice whereas performing varied actions that are supposed to be enjoyable and pleasurable to observe. They’re well-liked amongst individuals who endure from anxiousness, insomnia, and different stress-related circumstances, as they may help to induce emotions of calm and leisure.

The ASMR phenomenon has gained a big following on-line, with many YouTubers creating channels devoted to producing ASMR content material, with a number of the hottest ASMR creators having thousands and thousands of subscribers.

ASMR fragrances are all themed on totally different ASMR sensations, such because the crackling of a bonfire, or the sound of rain. We have a look at the vary under, and talk about the fragrances with the brains behind the model – Leslie Courtois and her husband Cyrille.

The Vary​

• Bonfire Whisper – “Gaze on the campfire on this cool summer time night time, really feel its heat and energy soothe you because the crickets start their tune underneath the moon and stars.”
• Yummy Tingles – “The distinctive delicacies of your childhood are revealed in a whirlwind of acquainted scents. You soften with pleasure on this torrent of sugar and beloved milk, whereas dopamine transports you right into a fairy story.”
• Grass Tickles – “Lie down within the meadow rocked by the wind. Hearken to the rustle of the playful grasses, which envelop and tickle you. The birds invite you to share their pleasure of residing.”
• Ocean Leisure – “The ocean embraces you with its wild and salty spray, refreshing the nice and cozy caress of the solar in your bare pores and skin. You might be alone right here, and fulfilled in entrance of this immensity.”
• Rain Tapping – “The robust thunderstorm is rumbling, whereas the rain involves embrace the timber, the crops, the grasses, the mosses, the mycelium. From this life cycle comes the natural scent of mom earth.”
• Hair Salon Grooming – “You give up in these skilled palms which therapeutic massage and magnificence your scalp delicately, shampoo and reduce your hair nimbly. By means of this choreography of well-orchestrated gestures, you relive the candy thrills of a complete well-being, invigorating however soothing.”
• Slime Satisfaction – “Happy along with your palms immersed within the slime, you’re feeling its chemical however candy aroma embalm your thoughts. The sound hypnotizes your ideas, and the magic of contact disconnects your psyche.”

Every of the fragrances has a QR code on the packaging, which hyperlinks to an ASMR themed video which accompanies the perfume.

The Interview​

What’s your background within the fragrance trade?

Leslie : I began my firm “Leslie Courtois Design” in 2017. I’m specialised in fragrance bottle design. I’ve been capable of work with all kinds of shoppers from all around the globe. However the concept of launching my very own fragrance vary got here later as we’ll talk about.

Cyrille : I entered the world of fragrances by drive of circumstances as I’m married to Leslie 😆.

For many who do not know, are you able to clarify what ASMR is?

Leslie : The sound of the pages of a guide being turned, a massaging shampoo on the hairdresser, finger drawings on the again, and even the odor of a cake popping out of the oven and reviving a childhood reminiscence : everybody is aware of these sensations. Like “Proust’s madeleine”, ASMR (Autonomous Sensory Meridian Response) is a phenomenon that triggers a sense of memory. It’s a visible, auditory, olfactory, tactile or cognitive stimulus that causes a pleasing thrill. ASMR comes within the type of waves and generates a state of immersion: the individual feels euphoria and leisure.

What made you determine to launch a perfume line primarily based on ASMR?
Leslie : After a protracted day of labor, in entrance of an ASMR video, I believed to myself that it was a pity that there was no odor. The comfort would have been…full! And even higher : we may have the chance to deliver this odor with us as a pores and skin fragrance to really feel this well-being wherever. Just a few days later, I mentioned the thought of constructing ASMR perfumes with a fragrance producer shopper. My objective then was to have entry to this sensory expertise wherein I deeply consider.

Cyrille : After I heard Leslie speaking to her shopper, I believed it was nice. Past ASMR, which I did not actually know, what struck me was the thought of getting perfumes linked to issues we love and which set off feelings or reminiscences. I informed her right away: we’re preserving the idea to ourselves, we will do it !

Leslie : We then outlined the scents and labored with our nostril Marie Duchène. The primary drafts of perfumes blew us away and we determined to get began! The problem was then to develop acquainted smells, trustworthy to reminiscences frequent to all, whereas having a pleasing perfume to put on on the pores and skin. The formulation of the fragrances was thus accomplished after a number of months of labor and we launched in March 2022.

What kind of suggestions have you ever acquired?
Leslie : The idea being assumed and progressive, the feedbacks are contrasted : folks find it irresistible or hate it 😮 !
For many, the perfumes are thought of very real looking and trustworthy to their description whereas being good to put on. However in fact, we now have the humility to confess that we can’t promise olfactory perfection to everybody, as a result of there are variations relying on the place of reminiscence and the sensitivities to the notes of the perfumes.
Many consumers reported us the attractive feelings that surfaced whereas carrying our perfumes : whether or not or not it’s the candy reminiscences of cocooning with the household, walks within the forest within the fall within the final rays of sunshine, and even easy childhood moments… Stunning soothing tales, stuffed with candy nostalgia and well-being, which rings everlasting. “

Cyrille : “There may be certainly an actual want for authenticity and reconnection with oneself, in a world the place in the present day’s society sucks us into its disembodied will. Increasingly persons are satisfied {that a} fragrance is above all a second of well-being, a second for oneself earlier than being a scent for the others.

How did you give you the preliminary vary of perfumes? As a father of two teenage women who went by means of a ‘slime’ part, I used to be delighted to see the Slime perfume!

Cyrille : Haha, sure, the identify SLIME Satisfaction is kind of unique for a perfume 😊. Folks really find it irresistible and are very stunned by the scent. It has notes of glue and play-doh after which evolves into a pleasant gourmand. Our perfumes are supposed to be as real looking as doable whereas being nice to put on. It’s a wonderful steadiness !

Leslie : As for the remainder of the vary, the themes have been chosen after a examine of the general public’s favourite smells and reminiscences (« madeleine de proust »). We wished to mix the very best reminiscences, particularly these of the childhood, so that individuals can put on them and get that “really feel good” impact all through the day.
And, in fact, we wished some differentiation, to deliver one thing new to the world of fragrances. “

Do you’ve extra upcoming ASMR fragrances?

Leslie : Positive, we’re eager about different reminiscences and placing scents, just like the memento of studying a guide or filth stains in your knees if you have been a toddler. We have now many concepts in shops 😃 ! Possibly BASENOTES members have some propositions to share ?

You have additionally made an Elvis Presley perfume! How did this come to be?

Leslie : I developed the designs for my shopper Bellevue Parfums. It was an honor to be the King’s legacy Designer 🤩. There are two totally different bottles. My favourite one is the one which has a form of vinyl disk and the cap is a retro microphone. Folks find it irresistible!

You will discover out more about ASMR Fragrances at their website. A discovery set is accessible with all seven scents.