The fragrance industry is a world of artistry, science, and storytelling, where every scent tells a unique story. To delve deeper into this fascinating sector, we spoke with Jenna Troyli and Paige Crist, co-founders of Noted, a creative agency specializing in fragrance and flavor communications.
With extensive experience in the industry, Jenna and Paige share how they found their way into the world of fragrance, what excites them most about their work, and their vision for the Barcelona Perfumery Congress (BPC), where they are leading international communications and partnerships. They also discuss the latest trends shaping the market and the challenges and opportunities ahead.
Join us as we explore the journey of two professionals dedicated to elevating storytelling in the fragrance world.
Jenna & Paige, tell us a bit about yourselves! How did you both get into the world of fragrance, and what led you to create Noted?
We both entered the industry in a similar fashion to many, that is by chance.
Paige: In 2004, when job ads were still largely found in the printed newspaper, my mother found an ad for me referencing the fragrance industry and international travel required. By providence, I had just moved around the corner from the offices of Perfumer & Flavorist magazine where I began my 20+ year career in the industry.
Jenna: Prior to being introduced to the fragrance industry, I was an editor covering the local food scene in Tampa Bay, Florida. When COVID hit, I unfortunately/fortunately lost my job, which led me to apply for an opening as the managing editor of Perfumer & Flavorist+ magazine in 2021. Over the last four years, I’ve been fortunate enough to connect with perfumers, fragrance professionals of all levels as well as enthusiasts around the world, sharing their stories and learning the nuances of this fascinating industry.
Together: We founded Noted to serve a need we saw in the market for a creative agency that speaks the language of the flavor and fragrance industry, which is not one easily learned overnight. Our communications and marketing know-how paired with our intimate knowledge of the flavor and fragrance space and people make us the perfect partner for those without an internal marketing and communications team, or those looking for support in various areas of marcom.
Fragrance is such a personal and emotional experience. What is it about this industry that excites you the most?
Paige: It’s the people, places and smells for me. It’s true that nobody ever leaves the fragrance industry, so it’s wonderful to see familiar faces year after year, even if they are at a new company or in a different city. It makes the fragrance industry feel like home wherever you are in the world. I have so many memories of the places and experiences over my years in the industry. Imagine eating cinnamon your entire life and then seeing where it grows, how it’s harvested and made. Where I grew up, near Chicago, it’s only a few hours drive from farms in Indiana where they grow and distill mint right in the fields. It’s crazy to think how many times I probably drove by them before discovering the fragrance industry and knowing its magic.
Jenna: I love discovering the stories behind each creation—why a perfumer chooses a particular ingredient, the memories or emotions they weave into a scent. Every creator brings a unique journey, their own blend of skills and experiences. That’s the beauty of this industry—anyone can craft the next iconic fragrance.
This year, you’re leading the international communications and partnerships for the Barcelona Perfumery Congress. What excites you most about this new role?
Together: We are absolutely delighted to collaborate with Beauty Cluster in bringing the Barcelona Perfumery Congress to an international audience. This event is a celebration of connection, uniting the fragrance industry to explore and experience the dynamic Spanish market. By embracing new experiences and fostering meaningful connections, we pave the way for continued growth and innovation in the industry.
What are some of the biggest challenges you anticipate in expanding the international reach of BPC?
Together: Given the busy global event calendar within the fragrance industry, our key challenge will be effectively differentiating this experience to ensure it stands out as a must-attend event. Fortunately, with Barcelona’s charm in June and a rich event program for all fragrance professionals, we’re confident we will be able to translate how this event is set to be an unmissable experience.
The fragrance industry is evolving rapidly, with new trends, technologies, and consumer expectations. What do you think are the biggest opportunities right now?
Paige: I’m still really intrigued by those who are working on the digitization of scent. I’m not sure how this will ever be possible or commercially viable, but I also believe that anything is possible, so let’s see!
Jenna: I’m fascinated by how Gen A and Gen Z are experimenting with fragrances. Thanks to social media, global trends spread instantly, allowing them to explore and inspire new formulations with their fresh outlook and eagerness to learn about the industry. I’m looking forward to seeing how the next generation of perfumers will harness this power and make their own mark on the industry.
On a more personal note, if you had to pick just one, what’s your all-time favorite perfume and why?
Paige: Wow, it’s impossible for me to pick a favorite perfume as they all hold different memories of seasons and people in my life. But I do have a favorite scent – and that is of freshly baked bread. It reminds me of my grandmother who baked countless loaves for my family when I was young and of my partner, who is a baker. It smells like love and like home.
Jenna: One perfume that holds a special place in my heart is Cristallo Bianco by Fabbrica Della Musa. I was lucky enough to live in Paris, more specifically Montmartre, for 10 months thanks to my husband’s artist residency program, beginning the summer of 2022. Right before I moved, Paige told me to pick one scent to wear throughout my entire stay, so that whenever I would smell it or wear it again, it would remind me of my time there. I was introduced to Cristallo Bianco the first week I moved to Paris, and I quickly fell in love with it as quickly as I had fallen for Paris.
And finally, Barcelona is such a vibrant and sensory city! What are you most looking forward to experiencing when you’re there for BPC?
Paige: I’m in love with La Sagrada Familia, it is such an inspired place of natural and mathematical architectural genius, I could never get tired of visiting. I’m hopeful that I can bring my family with me on this trip so that my son can visit the Basilica and other Gaudi places to be inspired by the city and its art. I’m looking forward to the incredible tapas and the very long summer evenings when it is still light out until nearly 11PM with people hanging out and enjoying life on the beach.
Jenna: This will be my very first time experiencing Barcelona – and I couldn’t be more excited about it! I have been asking for recommendations from friends and the list just keeps growing – from cooking classes to architectural tours at sunset to the art exhibitions, I know that experiencing the Barcelona Perfumery Congress in tandem with exploring the city will truly be an unforgettable experience.
