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Fragrancing with Intent
By: Nancy Jeffries
Posted: December 4, 2006, from the December 2006 issue of GCI Magazine.
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“This was important to me because I was creating highly designed candle fragrances,” said Belasco, whose first company, er’go (of which he is no longer a part), utilized the soy waxes he described. Belasco says he uses only two ingredients: soybeans and a small amount of vegetable oil. “Soy means a cleaner burning wax for your environment,” he said. “You have a choice, you can have a vegetable product producing fumes or you can have a petroleum product. The choice is clear to me.
“I don’t believe we fully understand what ‘fragrancing with intent,’ can do, but I feel that it is the same with any product or service. Your intent will be felt by those who receive it,” Belasco says.
Once he made his choice, Belasco, utilizing essential oils, set out to create candle fragrances that added dimensions beyond the one, two and three note blends prevalent in the market. “I wanted to create fragrances that were more layered and dimensional, like designer parfum for the skin,” he said, indicating that most of his fragrances will have up to 100 or more notes. “Even when we cover a simple fruit fragrance, there is more than one dimension to the actual fruit.” Citing a strawberry, which is not in his line, he explained, “There is the tart, the sweet, the green, the earthy, bitter and more that goes into the actual taste and smell.”
Belasco’s layered scents for the home include Mango and Cream, Blackberry Currant, Thai Ginger Citrus and Absinthe, and he cites his new fragrance, Sexe, for its complexity and dimension. The fragrance blends amber, myrrh, plumeria and sandalwood, and was first designed with the idea of use on the skin. “Our olfactory sense is the one sense that is directly linked to the emotional center of the brain, which is why a whiff of a fragrance can immediately bring back a rush of emotions,” said Belasco. He believes that candles are vehicles for spirituality as well—citing the mind, body, spirit connection. Therefore, Belasco is concentrating on creating candles as “designer fragrances for the environment.” His goal is to fragrance the home—not decorate it. “This is why I do not add color to the wax or decoration to the glass, only my signature adorns each of my candles,” said Belasco.
Evidence of a new take on the gourmand trend is alive and well in the form of freshly brewed teas, now translated into candles designed for tea time conversation and conviviality. New beverage candles from er’go include Green Tea, Mint Tea and Chai. The aromas are designed to sweeten the environment and calm the body and mind. The company’s Winter Collection includes Cinnamon Bark, English Pecan, Hearth and Orchard Spice, and the Solo Collection features candles available in a range of olfactory variations based on black currants. Other scents in the collection include Star Jasmine, Cantaloupe and Lily of the Valley.