Inside a Perfumology Brand Event: Mind Games
Independent perfumery thrives on discovery, education, and community. At Perfumology, we like to bring all three together through shared olfactory experiences!
Brand events take months of planning, often timed to coincide with new fragrance launches and coordinated with directors or perfumers traveling from around the world. Sometimes these brand teams visit as part of whirlwind tours of their stockists, and we make time within those tight schedules to create something meaningful for our customers.
Everything has to align so the experience feels effortless, allowing guests to focus on what matters most: discovering perfumes worthy of their time.
Our store is unlike any other, and it’s not just because of owner Tali’s excellent catering!
Why No Two Events Are the Same
Every brand approaches events a little differently, and for guests that means much more than just smelling perfumes on a blotter.
Some brands want to introduce new perfumes, which is the most common format. Others bring raw materials so guests can explore a fragrance through deconstruction. A few prefer to focus on storytelling, like Parfums Quartana, weaving the narrative behind the perfumes and the inspiration that brought them to life. Many times, brands simply want to celebrate with the community and enjoy the atmosphere with us!
That flexibility keeps our events from feeling repetitive and allows the people behind the fragrances to present their work in the way that feels most authentic to them.
Larger brands are able to bring gifts with purchase for guests to take a little more of the experience home with them.
How We Plan the Experience
First, the schedule has to come together. We reach out to brands to see if they want to visit, and timing is everything. For our shop, there are two natural event seasons: spring and autumn.
Our goal is to host an event every two or three weeks during those windows. The community clearly loves it, and people are always asking about the schedule and who might be visiting next! With so many moving parts, details often come together just a couple of weeks before the event.
Once the brand and date are set, we start shaping what will make the evening special. Food is central, of course, but we also think about how the brand wants to connect with the audience. Some prefer to give a short talk, while others enjoy more casual one-on-one conversations with guests.
Then there’s the practical side. We have to make sure the right inventory is in place without overstocking. Every detail is considered, right down to the samples, not just the party.
One of the most interesting parts of meeting these people is realizing how many are introverts. Especially perfumers!
The Mind Games Brunch
Mind Games is a perfect example of how unpredictable these events can be. We scheduled the visit and, like many things in fragrance, had to reschedule more than once. The founder originally planned to join us, but an intense travel schedule made it impossible.
Weather can also play a role when a storm disrupts travel, and one time we even had to adjust plans around the Philadelphia Eagles. There’s simply no chance our community will show up in the same force during a playoff game!
Once the date was finally set, the rest of the planning began. Tali started organizing the food, and this event took on a slightly different format.
Because it was a Sunday gathering, we partnered with Café Tolia across the street to add coffee and a more brunch-style spread. We planned for coffee the way we usually plan for wine, though people didn’t drink quite as much as we expected.
And then there are the gifts with purchase. George Stoilkov came prepared with plenty of extras. Ceramic diffusers, refillable travel bottles, sample sets, and travel sizes were all available to add to guests’ shopping bags!
What Makes an Event Successful?
Success for us is about more than sales! Of course the finances matter to a small business like ours, and they encourage brands to return with even more creative ideas. But the way we really judge success is simpler.
It’s when people walk out with full shopping bags, smiles on their faces, and tell us they hope the brand visiting that day comes back again.
Most people join the fun to chat with the directors and perfumers, discovering the why behind the fragrances, not just what’s in the bottle. Watching that curiosity come to life is the most satisfying part for us.
Want to experience one for yourself? Take a look at the schedule and join our newsletter to hear about upcoming events!
