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Home›Fragrances›Perfumer launches Eau D’ometer in response to ABC Radio Melbourne’s challenge to bottle the city

Perfumer launches Eau D’ometer in response to ABC Radio Melbourne’s challenge to bottle the city

By Mary Morse
July 21, 2022
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A Victorian perfumer has encapsulated the smell of Melbourne traffic after being challenged by ABC Radio Melbourne to bottle his rush hour business.

Perfumer Janelle Donnelly was asked to create the scent, named Eau D’ometer, after speaking to the radio station about some of the city’s suburban scents.

Ms Donnelly said she likes to push the envelope, but has never been asked to bottle the essence of traffic.

“I think one of our favorite things to do as perfumers…is to take a really left-wing concept and turn it into a fragrance,” she said.

Janelle Donnelly tells an outside show how she created the fragrance.(ABC Radio Melbourne: Zilla Gordon)

She hoped the finished product would encapsulate the “tears of being stuck in Melbourne traffic”.

“We put in a bit more black pepper to give it that intensity, so it would be sharper and have a more scratchy effect,” Ms Donnelly said.

The fragrance was built on geosmin, which gave the product that earthy scent produced after rain, often referred to as petrichor.

“The distinct direction for us was to create that heavy rain scent that you get here in Melbourne, especially after a heatwave,” Ms Donnelly said.

A black and white screenshot of an advertisement with a man wearing headphones, a bottle of perfume, and the name of the perfume.
The fragrance is imbued with earthy tones, like the smell after the rain.(ABC Radio Melbourne: Darcy Hodgson)

“We also put in vetiver, which is grassy.”

Mrs. Donnelly also managed to capture the smell of gasoline.

“It’s wood smoke,” she said.

She added that despite its petroleum notes, woodsmoke was highly sought after in fragrances.

“It’s pretty cool to put on a perfume right now,” Ms. Donnelly said.

Cars and trams lined up.
The fumes from rush hour traffic in Melbourne add to the smell of the city.(ABC News: Jarrod Fankhauser)

A city steeped in odors

Heritage Victoria’s senior archaeologist Jeremy Smith said Melbourne once smelled so bad it could be smelled by sailors at sea.

“[It] was actually known as ‘Smelbourne’,” he said.

“Milestones offshore people could tell they were finally approaching Melbourne.”

He said Melbourne’s topography and sewage made the city prone to flooding, which could have caused the stench.

“The Werribee system didn’t come online until very late, so Melbourne had a problem with cesspools, which were banned in the 1860s to try to stop people using them,” said Mr Smith.

A hole in the ground lined with bricks.
This disused cesspool was discovered in Melbourne in 2017.(Green Heritage Compliance and Research.)

Heritage Victoria curator Annie Muir said Melburnians have long used cologne, with perfume bottles dating back to the 1860s found in homes in North Fitzroy.

“The shape was really important, and what was inside, because you lined them up on your vanity to look pretty, and the marketers knew that too,” she said.

Form basic memories

Philosopher Daniel Teitelbaum said that while smell plays an important role in an individual’s perception of the world, it is one of the most neglected senses.

Generic of woman fingers spraying perfume bottle
Although smell is related to memory recall, other senses also play a role.(Reuters: Darren Staples)

“The smell is very difficult to categorize,” he said.

“There have been many attempts over time to try and break down the scent into some sort of map and none of them have really worked.”

But Mr Teitelbaum said smell often works with other senses to help create and recall fundamental memories.

After all, brain neurons connected to olfactory receptors did not function in isolation from other senses.

“The smell works in the background to say, ‘This is where you’ll find that memory,'” Teitelbaum said.

“The idea is that we need to understand how smell affects us in order to better understand how we can perceive the world.”

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