Love it or loathe it, the power of instagram cannot be denied. The platform has become a massive force in setting the trends of what we do and buy. Sure, there is lots of fakery and over-polished world views, and don’t get me started on the influencer culture, but what I admire about instagram is that it has become a really fantastic way to communicate fragrance.

Translating fragrance into a visual medium can be really effective and can take something so intangible and make it real. Some fragrance brands are really adept at getting the spirit of their scents (not to mention their brand) across, creating entirely unique visuals that are fun and exciting. Here are five fragrance brands that I think are killing it on instagram right now.

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I’ve been invited on behalf of the BSP (British Society of Perfumers) to give an evening lecture on the subject of social media and influencers in the perfume industry. There are two dates – London (Thursday 18 October 2018) and Manchester (Monday 22 October 2018) – and it promises to be an interesting insight into my world, which is the world of an influencer in the perfume industry! Tickets are £25 for non-members and can be purchased here.