UMEMA Perfume Launches at the Global Taste & Smell Summit

September 17, 2024, New York, NY … In a groundbreaking fusion of science, art, and advocacy, a remarkable new perfume is set to launch during World Taste & Smell Month. "Umema," a limited-edition fragrance, will make its debut at the Global Taste & Smell Summit presented by the World Taste & Smell Association at the Museum of Food & Drink (MOFAD) in New York. Umema will be introduced during the “Senses Intertwined: A Journey Beyond Taste & Smell” session presented by MANE. The session will explore the impact of taste and smell on emotions and how a multisensory approach can support people experiencing smell and taste disorders. 

This isn't just another perfume launch. Umema represents a pioneering effort to raise awareness for anosmia, a condition characterized by the loss or absence of smell. The fragrance is the brainchild of an extraordinary collaboration between Ugo Charron, a junior perfumer at MANE, and Emmanuelle Dancourt, who was born with congenital anosmia, and is an ambassador for the support organization Anosmie.org.

Their unlikely partnership began on Emmanuelle's podcast, where Ugo spoke about synesthesia. Intrigued by the challenge of creating a scent for someone who had never experienced smell, they embarked on a unique creative collaboration

"Creating Umema was a journey of synesthetic exploration, celebrating a fragrance that transcends traditional boundaries, connecting us all through the universal language of scent," Ugo explains.

The development process was as unconventional as the concept itself. At the MANE creative center, Emmanuelle explored potential ingredients in a way that compensated for her lack of smell.

"Since I cannot smell, I put everything in my mouth like a baby—things that you don't eat normally," Emmanuelle recounts. "Like Orris. It's the root of a flower, and the most expensive thing you can put in a perfume. I put it in my mouth. And I made Ugo taste it, too."

After hours of tasting molecules and ingredients, they decided to base their scent on umami, the fifth taste, which is particularly pleasing to anosmics.

“Umema centers around the rich, savory flavor of umami, a first in the world of perfumery,” Ugo says. “It opens with the natural freshness of Blackcurrant Bud Absolute and Red Seaweed PURE JUNGLE ESSENCE™. The heart blossoms with Rose Superessence, enveloped in an intriguing Umami accord. The base is a luxurious blend of Cacao Resinoid, Vegan Musk, Orris Concrete, and Fir Balsam Absolute, creating a skin scent that is both cozy and captivating."

For Emmanuelle, Umema represents more than just a fragrance.

"Like all anosmics, I worry about how I smell," she shares. "I never knew if the perfume chosen by my partner or friends really suited me, really spoke about me. Since Umema, I have a perfume tailor-made for me. It gives me an olfactory identity. Wearing it reassures me about my olfactory aura."

The project found a champion in Mindy Yang, Co-founder and Chief Engagement Officer of the World Taste & Smell Association and CEO of Perfumarie. Mindy, who is an immersive brand experience and product designer, strategist, and sensory advocate, spearheaded the production of a limited run of this unique fragrance. 

"Umema is more than just a fragrance; it is a powerful statement that bridges the gap between what is sensed and what is felt, which speaks to my heart,” Mindy says. “In creating this scent, an olfactory narrative that speaks to the core of human experience was developed through collaboration and trust, allowing individuals to explore scent in ways that are both deeply personal and universally resonant. This perfume is a testament to the impact of thoughtful, multidisciplinary design—where the worlds of art, science, and sensory storytelling converge to create meaningful connections. My hope is that this inspires others to see the potential of olfactory art as a tool for inclusivity and profound human engagement.

Umema, a perfume for everybody, will be available for purchase at Perfumarie.com, TasteAndSmell.world, and at the Museum of Food & Drink (MOFAD). One hundred percent of the proceeds will benefit the World Taste & Smell Association, and Anosmie.org in the EU.

This groundbreaking project has been made possible through the generous support of Ugo Charron, Perfumarie, the World Taste & Smell Association, Stephanie Feuer, MANE, and Emmanuelle Dancourt.

You can read more about Emmanuelle Dancourt here. 

For more information, contact: Stephanie Feuer, stephanie@wtsda.org or Mindy Yang, Mindy@wtsda.org.