Writing a complete history of the perfume and fragrance industry would be a truly thankless job. Nowadays, the word “perfume” has become a magic spell which, once cast, fills the air with the glamour of Gallic Eau de Toilettes and Eau de Colognes. Unless the entrenched stereotypes are destroyed, one will hardly accept the idea of ittars or attars, also known as ottos, being the world’s subtlest form of perfume and all of today’s perfumes being nothing more than their substitutes created by modern technologists – in short, just a stale copy. This would probably explain the paradox that, although natural herbal products are increasingly preferable to synthetic products in cosmetics, synthetic fragrance clones still overshadow the floral power of attars.

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