In the late 1980s, a few restaurants in New York reportedly added something rather unusual to their entrance signs:
No Dogs. No Smoking. No Giorgio.
They weren’t officially banning it, of course.
But if you were around then, you understood.
Power suits.
Bigger hair.
Even bigger ambition.
And then there was Giorgio Beverly Hills.
Bright. Bold. Radiant white florals with serious staying power.
It didn’t enter a room quietly.
It made an entrance.
You didn’t have to sit next to someone wearing it.
You just had to be in the building.
Legend has it that a few diners complained their meals were being seasoned — unintentionally — by someone else’s perfume.
It became part of fragrance folklore.
And honestly?
It was magnificent.
The 80s didn’t do subtle.
They did presence.
Projection wasn’t an accident.
It was the whole idea.
And for some personalities, it worked perfectly.
There’s something admirable about that era’s confidence.
No apologising.
No shrinking.
Just: Here I am.
But here’s the interesting part.
Projection isn’t good or bad.
It’s scale.
A packed launch party?
A bold scent makes sense.
A long dinner across a small table?
Maybe something that sits a little closer feels better.
Not because one is correct.
Because moments change.
Projection is simply how far your scent travels from you.
Some fragrances create a generous scent bubble.
Others stay intimate — discovered only when someone leans in.
Both are powerful.
They just serve different scenes in your life.
Some days you want to feel like 1987.
Confident.
Visible.
Unmissable.
Other days you want your scent to feel like a quiet conversation.
Personal.
Warm.
Close.
The real overwhelm in fragrance doesn’t come from too many notes.
It comes from thinking one scent must do everything.
It doesn’t.
Life has range.
Which is why we encourage building a small, thoughtful wardrobe.
Not more for the sake of more.
But range for the sake of ease.
A bold presence.
A close companion.
Something in between.
Once you understand projection, choosing becomes lighter.
You’re not asking,
“Is this too much?”
You’re asking,
“How far do I want this to travel today?”
That’s a far more interesting question.
The easiest way to notice the difference is simple:
Wear contrast.
A fresh, close-wear scent one day.
A warmer, more expressive scent the next.
Something balanced in between.
That’s exactly why our bundle offers exist.
Not to encourage excess.
But to give you range.
Right now you can:
It’s a simple way to explore different moods, different settings, and different levels of presence — without overthinking it.
You don’t always need to shout from the rooftops.
But when you do…
Make sure it’s intentional.
Until next time
Rob
"No elegance is possible without perfume. It is the unseen, unforgettable, ultimate accessory."
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