Most of The Zoo fragrances are classified as ‘Fine Fragrance’. I’ve always loved how this sidesteps the traditional concentrations attached to perfume and the expectations of longevity and sillage that come with them.

I have many eau de toilettes and eau de colognes in my personal collection that are long lasting and very present, and perfumes sold as extraits that wear at barely a whisper on the skin. When it comes to performance, composition will always trump concentration. Olfactory habituation also plays a big part in how aware you are going to be of your own perfume.

By using a collective term like ‘fine fragrance’ it allows you to step into this space with a totally open mind. A perfume’s purpose isn’t to last forever. It’s to smell a certain way and deliver its message. If it’s accomplishing that, it’s doing its job.