My place in a world of words & perfume

Few days ago I was asked to prepare a press kit for my blog to include it in press & media partners of Esxence. Since the fair is very fast approaching (only 5 more days until I fly to Milan!) they needed a document quickly. The fact is that I didn’t know exactly what such a press kit should include, I’ve never done one before. In my opinion it’s more or less some sort of advertisement. That said, this whole situation got me thinking really seriously about the world of perfume blogs, websites & my position in it. Even though I have less time for writing and reading other blogs because of my work, I keep trying not to completely forget about them. I write when I can and when I feel inspired. And I read others as often as I can. Usually trying to leave a comment as well.


I tend to look around me and be watchful on what’s going on. Of course I notice how others are being nominated for some fragrance awards, how they win them and share their excitement on blogs. I see their columns in popular magazines & how successful they are. At some point I started to question myself who am I among perfume bloggers? I realized I’m just a small dot on this map. I don’t win any awards or even get nominated for them. Neither do I write fancy articles for popular magazines. Also I’m not being put under pressure by brands who would necessarily want to be featured at Chemist in the Bottle. But after almost 5 years of blogging it seems there is a group of people who are familiar with the name of my blog. And I’m thankful for each and every one of them.

I never wanted to be famous and blog statistics were never a priority to me, though it’s nice to know that someone reads carefully what I write and cares to leave a comment. I also want you to know that I hate being called a specialist or connoisseur because I don’t feel like one. I’m simply a person who is passionate about perfume – no more, no less. And I love being in that state. To tell you the truth, I don’t feel loved by the fragrance environment. But I feel totally accepted by it & I know that my voice is widely appreciated by this community. I might not be on top of the fragrance blogging chart but I know I’m doing something right if brands reach out to me wanting to meet at Esxence, so that I can discover their creations. Or when I visit a booth of some unknown brand & people tell me they know Chemist in the Bottle, after I introduce myself. This means a whole world to me.

I just wanted to let you know how I feel, hope you don’t mind I shared this.

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24 thoughts on “My place in a world of words & perfume

  1. Jillie says:

    I love you and your blog! This started when I used to read your comments on Now Smell This all those years ago, when I thought “this young chap is so interesting” and I watched you develop and grow, and then go on to create Chemist in the Bottle.

    Maybe you don’t have the biggest readership, but you are writing from the heart about what appeals to you, and your tastes and words are appreciated by your readers who share your particular loves. I’ve said this before – I almost get the feeling that this is a little family that you have brought together. I hope you will continue to write for your “virtual” family for many years to come!

    • lucasai says:

      Thank you Jillie.
      Now Smell This was the first website I started reading and it will always remain a role model to me.
      You’ve seen a lot of changes in my life as I started writing as a student and then I had to start a young adult life of my own.

      Probably my biggest achievement is a contagious passion for iris that I passed on to some of my readers

  2. A really lovely post Lucas.

  3. shelly says:

    I enjoy your blog greatly. I started reading it early and especially enjoy the science aspects. I seldom leave comments because I know so little. I think it is great you are going to Milan. Enjoy.

  4. Holly says:

    We’re thankful for you, too!

    Your readers are part of a family, coming together to share in this particular love of perfume we all have. Your sincerity, curiosity, passion and open nature always shines through in your skillful writing. We all have different gifts, and that’s what we have to offer. As the saying goes, “you do you.” It seems that you are doing just that, and it’s incredibly inspiring.

    I’d also like to say that you are one of the very few bloggers who continues to consistently explore new releases and niche fragrances that are not usually reviewed. I think there’s a certain ennui that has crept into the perfume blogging world over the last year, and yet you remain fresh and relevant. The fact that you have done so is extraordinary, and greatly appreciated. You are as qualified as anyone out there.


    • lucasai says:

      And I’m thankful for you. We really do create a small family here.
      Everyone writes about popular brands or their favorite houses. So do I but I also love to add something unknown. Maybe one day it will be thanks to me that some small brand will achieve a great success

  5. Darling Lily says:

    Lucas, I believe that the word nominated is slightly misunderstood in some of the awards; most people submit their work for consideration to be nominated. Something to think about!

  6. Undina says:

    Reading this post I see that we are “twins” in more than perfume preferences 😉

    I hope you keep feeling comfortable where you are on the map of our Perfumeland, will have time to do what you like (in both online and real life) and enjoy doing that.

    Do you have a “business” card? Or do you just say the name of your blog when you introduce yourself?

    • lucasai says:

      Good to know that. I hope this state will last for as long as possible.
      I do have a business card with blog logo and my contact details and social platforms

  7. Suzy Q says:

    Jillie and Holly put it beautifully!!

  8. hajusuuri says:

    Nice post, Lucas! I’m a visual person and I basically followed the “shirt and tie” to Basenotes when I was exploring HdP. You got and continue to get noticed within the industry as your passion shines through in your writing. Have fun in Milan and I am looking forward to reading about it!

  9. I think the issue with the “professional blogger” or (if I can say this word without an overpowering wave of nausea) “influencer” is that the authenticity of their opinions can’t be taken as honest because they’ve been paid to feature something. The blogs I read are written by people with a genuine passion for their subjects. That is much more important to me than winning an award nobody’s really ever heard of. Keep up the good work. 🙂

    • lucasai says:

      I know there are people out there for who blogging is a business and their full-time job. For me it’s more like a hobby that connects to my passion. That’s why I never wanted any ads on the blog or so…

  10. reneetamara says:

    Yours is one of the very first blogs I followed and I will pipe in with the lovely comments here . I so appreciate your authenticity and enthusiasm, and your careful attention to details and description in writing, making your posts a pleasure to read. Though I am not at all as active on the blogosphere as I once was, I am definitely a fan of your refreshing perspective. Cheers!

  11. rickyrebarco says:

    You have a very special place in my perfume world, Lucas. I really trust your reviews and always enjoy them. I finally was able to try Shermine by Huitieme Arts and love it!! I can’t wait to hear what Pierre Guilliame has in store for us next at Exscence. He is so talented as well as handsome…

  12. Eleonore says:

    I realize that being a shy-but-faithful reader is not enough to thank you for your great, great blog! Please continue to share your opinions and insights about fragrances and the perfume industry! I will definitely push myself to comment, as you need to know how thankful your readers are for putting your work out there. That takes a lot of time, effort and courage,and you do it superbly 🙂

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