Katie Masich founded the company in 2007 to create fragrances people could connect with. She has created ‘signature scents’ for Universities of North Carolina, Penn State and Louisiana. Five more will soon be launched for Florida, Georgia, Alabama, Tennessee and Auburn universities.
A scent people connect to
Ms Masich, President and CEO of Masik, said that she wanted to create “fine fragrances that reflect each school’s unique and distinguished character”. Capitalising on the connection between smell, memory and a sense of nostalgia, she wanted to create perfumes which bottled people’s first-hand experiences.
The scientific links between smell and memory are well known and further research is being carried out on our knowledge of sensory perception. The Cosmetic and Sensory Congress, an event that opens its doors at the end of this month, will present an overview of current research into sensory perception, exploring how these findings may benefit manufacturers.
The effect of memory and culture on the individual’s experience will be discussed and speakers will argue the importance of integrating this data into product development and marketing.
Memories of days spent in college
In a market dominated by celebrity endorsements and fashion collaborations, Masich said that her fragrances offer a uniquely personal scent which “is a new and unique way for students, alumni and fans to celebrate and experience their collegiate passions”.
In order to accurately represent each college, Masich took into account the school colours, landmarks, campus trees, flowers and themes in the alma mater and fight songs, among other characteristics.
The Penn State University scent, for example, features blue cypress and cracked pepper vapor for men and white patchouli and vanilla for women. Louisiana’s purple and gold colours are represented by scents of plum, golden bourbon and honey.
Although she has not released sales figures for the venture, she told the Chicago Tribune that the response has been “very encouraging, considering the economy”.