Smell like you read

by David Alm on June 12, 2012

There are perfumes inspired by flowers, spring rain, and even sex. Well, maybe not sex, but you can buy pheromones in a bottle, to be spritzed on like Chanel No. 5 on a Saturday night.

Add “freshly printed books” to the list of come-hither scents available for purchase at Macy’s. (Disclaimer: I haven’t confirmed that Macy’s is actually selling the stuff.)

Paper Passion is not the work of a fashion house, but of Wallpaper* Magazine and Steidl, a printing company in Göttingen, Germany. Together, they commissioned master perfumer Geza Schoen to create a fragrance “based on the smell of books,” as described on the Steidl website. “It is an opportunity to celebrate all the glorious sensuality of books, at a time when many in the industry are turning against them.”

Or, as Mr. Schoen puts it: “You have a book, you open it, there’s a bottle inside and it smells of a book. It might be quirky, but the idea has a simplicity, a linearity.”

Incidentally, schoen means beautiful in German, and people will spend a lot for beauty. But beauty is in the nose of the beholder, and charging $115 for a small bottle of Paper Passion, Steidl better hope consumers feel like this guy.

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