Art direction in fragrance is under-estimated. A perfume is a message in a bottle. It's not a smell. It's an impression, an idea. Great fragrances are usually made by a perfumer, and an art director, who says, 'I want it to be like this.'
— Luca Turin, talking about Amouage's Christopher Chong, in Oman's royal family scents global profit in luxury perfumes at CNN.