You may think that creating a new fragrance is all about smells. But you’d be wrong. In the $30bn global world of fragrance, you can’t just rely on a new juice tickling a woman’s nose, it has to tickle her other senses too, fire her desire on so many other levels. It’s a little like love – pheromones can break the ice but they’ll never be the whole story.

That’s why the folks at Coty, perhaps best known these days for generating the rise of the celebrity fragrance (try not to hold it against them, they had nothing to do with Britney Spears), spent four months searching for some top-notch ribbon for the new fragrance for the Chloé fashion house.