Unscrewing the bottle cap, the fragrance wafts out—the blossoming love of a boy and a girl, shy and innocent, just like the delicate and cute charm of freesia. Another fragrance, crafted with sandalwood and rosewood, evokes the noble ambiance of the royal palace, while subtle notes of fresh grass and peach exude the youthful vibrance of two princesses. These two signature scents, inspired by renowned author Chiung Yao’s classic works “Glowing Clouds, Our First Love” and “My Fair Princess”, have become part of “The Scents of Words (Wen Zi)” literary fragrance series, co-developed by Aroma Explorer and Prospect Artists, and were chosen for the Taipei International Book Exhibition as a partner for “Cities in Reading” in 2024.
Aroma Explorer is dedicated to helping individuals explore their unique tastes through fragrance, collaborating with industries such as fashion, music, and space design to expand the boundaries of lifestyle aesthetics. Founder Daniel, a new-generation figure in the family chemical materials trade industry, is not limited by the traditional industrial framework. He established his own fragrance brand, Aroma Explorer, which not only adds higher value to their products but also creates an opportunity for the industry to be recognized and remembered. In an interview with《The Icons》, Daniel emphasized: “We’re not just creating fragrances; we’re building a bridge of memories and emotions for people through scent.”
Revitalizing the old-fashioned traditional industry, Daniel uses the brand to help old industries add value and embrace the new era.
Finding Your Unique Self: The Spirit and Philosophy Behind the Creation of Aroma Explorer
Aroma Explorer was originally a fragrance brand under Four Plus Chemical. Four Plus Chemical is a chemical raw material trading company, primarily engaged in the import and export of chemical raw materials, closely collaborating with industries such as skincare, food processing, and chemical manufacturing. In the past, when Aroma Explorer was still a subsidiary of Four Plus Chemical, it mainly worked behind the scenes as the fragrance design and production executor for many corporations and large companies.
When Aroma Explorer was first established, it was simply a fragrance brand derived from Four Plus Chemical, focusing on fragrance products. At that time, Daniel had not yet realized the profound impact of brand value on his own industry.
“The biggest mistake at that time was not actively building our brand’s recognition in the market,” Daniel said. He originally thought that with a big project, Aroma Explorer would develop smoothly. However, the harsh reality of advertising and marketing quickly followed. Companies and large corporations believed that the Aroma Explorer brand could not attract enough attention or fully exert its influence, which caused Daniel to lose many potential collaborations. However, this setback ultimately provided Aroma Explorer with the opportunity to operate independently.
Daniel began to reflect. While Four Plus Chemical had already grown to a certain scale, it still lacked the ability to promote its brand and increase visibility. Therefore, Aroma Explorer should not just be a small brand under Four Plus Chemical. It should operate independently, using brand marketing to enhance the value of the family business.
But then came the core question: What kind of products should this brand create?
Through his collaboration with related industries within his company, Daniel noticed the “skincare” aspect. Further, he discovered that in today’s society, “fragrance” itself is a reflection of “lifestyle aesthetics.”
Whether it’s creating an outfit, setting a mood, or healing the body and mind, fragrance has become a “subject of study” today. It’s no longer just about scent; it can construct aesthetics and settings, becoming an element on par with fashion. With creativity and inspiration, fragrance can be paired with clothing and other elements to reflect an individual’s unique taste and aesthetics:
“We specifically chose the word ‘Aroma’ because it is widely encompassing. Everyone has their own subjective preference for scent. Just like gender equality, women shouldn’t just have floral or sweet fragrances, and men shouldn’t only have woody or ocean scents. Through Aroma Explorer, I hope to help customers explore the world of fragrance and find their unique scent.”
Adhering to the idea that every individual is unique, Daniel hopes to create a unique “fragrance aesthetic” for everyone, allowing them to “be themselves.” This established the core philosophy of the Aroma Explorer fragrance brand.
Scent is Not the Main Character: Using ‘Immersive Fragrance’ to Depict Scenes and Colors
At the beginning, Daniel was very clear about the positioning of Aroma Explorer: to develop “immersive fragrances,” using “scents to construct images and colors, creating memorable experiences through the sense of smell” as the unique feature of Aroma Explorer products.
The most iconic example of this is the “Travelers” series of immersive fragrances. Through combinations of thematic scents, it allows users to feel as if they are transported into different environments, such as the “Sunshine Orangery” where the sunlight shines brightly and the air is filled with sweet, tangy citrus scents; or “Free Diving,” which evokes the sensation of being in the deep sea with its salty and refreshing scent; or “Back to Nature” where the woody aroma makes you feel like you’re walking through the wild forests, enjoying the wonders and tranquility of nature. Through these immersive fragrances, Daniel creates vivid scenes that allow users to experience the themed environment constructed by the fragrance.
How is this magical scent created?
For “Back to Nature,” Daniel wanted to capture the sensation of a dry afternoon sunset, so he used rosemary and geranium to create the fresh air filled with phytoncides, and Indonesian sandalwood and rosewood to evoke the woody scent of the forest. Daniel didn’t overlook the details either: “We specially chose bitter orange leaves and cinnamon leaves. They naturally have a powdery feel—not the powder of blush, but more like dust,” to represent the “dryness” of stepping on fallen leaves. For “Free Diving,” he used the cool sensation of mint to represent the refreshing sea water, ginger to simulate the body temperature regulation when contacting colder seawater, and finally, cypress and cedarwood to evoke the scent of wind-blown driftwood. “Free Diving” is designed to represent the atmosphere of a surfer waiting for waves on the shore or in the water, with their lower body immersed in water while the upper body is exposed to direct sunlight.
Creating natural environments may be relatively simple because the elements are clearer. But what if you want to depict a cultural environment, such as a “military dependents’ village”? How would you approach it?
“We focus on a single theme: ‘Rooting and Settling,'” Daniel explains. “The residents of the dependents’ villages originally settled there and never left. So, we used jasmine to mimic the flower scent one would smell walking past red brick walls, sweet fennel that resembles the smell of the braised food often made in the village, and black rose to represent the cosmetics used by women at the time. Finally, we used red and white jasmine, which smells somewhat like rust, to simulate the scent of the iron windows that rusted in every household. Through this combination of fragrances, we can recreate the immersive experience of the old military dependents’ village.” This fragrance was specially designed for the Matsu New Village in Zhongli, Taoyuan, and Daniel recalls that when people smelled it at the scene, they immediately said it reminded them of their childhood.
Many people ask Daniel how he is able to create such rich and evocative fragrances. “I believe it’s because I enjoy experimenting,” Daniel confidently says. “For each fragrance design, we do a lot of research beforehand. By deeply understanding the theme and drawing on life experiences, I hope the fragrances produced by Aroma Explorer can closely align with the needs of our customers.” These immersive fragrances, which make you feel like you’re there, are not just based on creative ideas but are deeply rooted in life experiences and understanding. No wonder they touch people’s hearts so deeply.
Doing What We Do: Enhancing Performances with Environmental Scents
With the implementation of the “immersive fragrance” concept, Aroma Explorer began collaborating with brands and event organizers to create custom environmental scents for various occasions, such as concerts, exhibitions, and hotels. Interestingly, Daniel, rather than positioning himself as the main character, prefers to take a “complementary” approach, allowing the fragrance to merge with the event’s content and atmosphere, achieving an immersive effect:
“Just like wearing perfume, it lets others know my personality or taste, sparking curiosity. The person is the main character, and the scent is just an accessory. For example, in a concert, the music is the main act, but adding fragrance to the environment helps the audience immerse themselves in the atmosphere, making the experience more enjoyable.”
This “event-first” attitude has allowed Daniel’s fragrances to leave a strong, memorable impact at various events.
In November 2023, due to the efforts of Redox Art Ltd, Aroma Explorer was commissioned by Prospect Artists to design an environmental fragrance themed around “the study” for the “Captivating Romances: Chiung Yao’s Women, Timeless Icons” photo exhibition. The exhibition, which focused on the twelve iconic “Chiung Yao’s women ” from Chiung Yao’s classic TV dramas, was held in an elegant space with wooden walls at Songshan Cultural and Creative Park. Daniel designed a fragrance that evoked the smell of old wood from a bookshelf, using cypress and mountain pine to recreate the atmosphere of a library or used bookstore, filled with old papers and shelves. It also reflected the ambiance of Chiung Yao’s study, where she wrote passionately amidst the scent of old papers, bookshelves, wooden tables, and chairs.
“Beyond creating the right atmosphere, I also wanted to make people stay longer. During the exhibition, some of Chiung Yao’s works were placed on the table. I believe most visitors just skim through and leave quickly, but this time, we arranged chairs for them. I wanted to encourage visitors to sit down, pick up a book, and read. If they take an interest in the book, even better.”
In addition to exhibitions, Daniel has also worked on environmental scents for Taipei Fashion Week, yacht clubs, and other events. Regardless of the project, Daniel always ensures thorough research for each theme, designing the environmental fragrance with a solid foundation. As Daniel says, every fragrance made for an event must “be what it is supposed to be.”
With this professional approach, Aroma Explorer’s independent path is becoming more and more stable.
Continuous Breakthrough: Collaborating with Classic Literary Works
Recently, Aroma Explorer has opened up a whole new realm of fragrance possibilities with “The Scents of Words (Wen Zi)” literary fragrance series, which narrate the essence of classic literary works.
In collaboration with Aroma Explorer, Prospect Artists. has created this series of products, driven by the core concepts of “nostalgia,” “heritage,” and “innovation.” The company aims to revitalize classic intellectual properties (IP) and work with emerging artists to create a bright future. This series development not only allows Aroma Explorer to showcase its expertise in a new light but also perfectly aligns with Prospect Artists’s business philosophy, making it a perfect match.
Drawing inspiration from classic literary fragments by author Chiung Yao, Daniel has used his extraordinary creativity and ingenuity to make fragrances that evoke characters, narratives, and scenes from the novels. In addition to “Glowing Clouds, Our First Love” and “My Fair Princess”, “How Deep Our Inner Garden” was inspired by the black-and-gold color scheme of the room in the manor named after the leading character, combining patchouli, chamomile, and deep-sea salt to reflect the luxury and grandeur of the manor’s decor. The Unforgettable Character draws inspiration from the scene when the protagonist, Du Xiao Shuang, first appears, using peppermint to represent her introduction on a rainy day. The fragrance of driftwood evokes dampness and subtly hints at her wandering situation, while bitter orange leaves express Xiao Shuang’s stubbornness in holding back tears. The primary note of gardenia, bright and fragrant, clearly conveys her image of aloofness and nobility. These fragrances not only showcase Daniel’s rich imagination but also demonstrate his exceptional storytelling ability.
“The Scents of Words (Wen Zi)” literary fragrance series act as storytellers, allowing users to experience these classic works as if they were reading them, but through scent. This fragrance series not only promotes reading but also brings classic works into the public’s view, reigniting their attention. This groundbreaking initiative not only expands Aroma Explorer’s creative boundaries but also offers a fresh way to experience literature, leading classic works into the next generation.
Expanding the Future with Change: Ever-Evolving Fragrance Creativity
Although Aroma Explorer has branched out independently from its parent company, the next challenge is crucial: Can it break through the fierce competition in the fragrance market and truly succeed as an independent brand?
For Daniel, the key to Aroma Explorer’s distinction from other fragrance brands lies in “change and customization.”
“The advantage of mass-produced fragrances is consistency; no matter when you buy them, the scent is always the same. Aroma Explorer’s advantage is in change. I liken it to red wine—our natural essential oils will vary in flavor due to differences in vintage, climate, and other factors.”
From the very beginning, Aroma Explorer has positioned itself as a “guide,” helping individuals explore their preferences and develop their unique taste. Daniel also believes Aroma Explorer has a professional responsibility to convey accurate fragrance knowledge and concepts to the public. “Some things aren’t bad just because we don’t sell them; it’s because we know they’re not good, so we choose not to sell them,” Daniel concludes with a smile.
Starting from a family business, Aroma Explorer has carved out its own path in the fragrance market. True to its brand philosophy, the exploration of “individual unique taste” will continue to accompany the brand as it grows and evolves toward a brighter future.
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