This month sees the launch of FR.eD. from The Fragrance Society. Short for ‘Fragrance Editor’, FR.eD. is a virtual fragrance consultant available on The Perfume Society website. Simply enter the brand name of the fragrance you wear, and enter it using the drop down menu. FR.eD. then selects six fragrances that you are likely to enjoy. FR.eD. covers everything from high street brands to niche, cult and luxe scents, making personalised recommendations at all price points. FR.eD. also provides more in depth information about its six recommendations including ingredients before directing the user to an online or bricks and mortar store for purchase. FR.eD. was first launched by The Perfume Society’s co-founder and former Harrods Fragrance and Beauty Buyer Lorna McKay at Liberty and Harvey Nichols, in the 1990s. FR.eD. has now had a 21st century makeover.

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