THE CHOICE OF PERFUMES FOR PRESSURIZED PRODUCTS 397 WATER-BASED SPACE SPRAYS As a commercial proposition, these are comparatively new. The ideal perfume will neither aggravate the difficult corrosion situation, nor influence adversely the emulsion stability. Furthermore, it will be capable of diffus- ing with sufficient strength from the sprayed product in spite of the opposing influence of larger particle size and the restraining effect of water and surface active agents. CONCLUSIONS The varied problems associated with the perfuming of aerosols can be overcome and almost all aerosol manufacturers are now fully acquainted with the inescapable advantages of permitting perfume suppliers to co- operate with them as closely as possible. It is also being realised progress- ively that a too stringent cost allocation for perfumes is at most of short term advantage. The average consumer becomes ever more critical where odour is involved and the extra sales appeal of a product which is perfumed or reodorised in an effective, pleasing and reproducible manner is constantly making itself manifest. (Received: 25th February 1963) REFERENCES DiGiacomo, V. Drug & Cosmetic Ind. 69 30 (1951) Givaudanian (November 1953) Pickthall, J. Am. Perfumer Aromat. 67 40 (May 1956) Shiftan, E. Am. Perfumer Aromat. 69 99 (January 1957) Morrish, E.P. Soap Perfumery & Cosmetics 30 1157 (1957) DiGiacomo, V. Givaudanian (April 1955) Klausher, K. Am. Perfumer Aro•nat. 75 53 (October 1960) Root, M. J. J. Soc. Cosmetic Chemists 13 300 (1962) Sanders, P.A. Soap Chem. Specialties 36 105 (June 1960) Witjens, P.H. Am. Perfumer Aromat. 75 49 (October 1960) Foresman, R. A., and Pantaleoni, R. Proc. Sci. Sect. Toilet Goods Assoc. 36 (May 1954) Defeo, V. Am. Perfumer Aromat. 75 84 (October 1960) Gee, A.H. Am. Perruiner Aromat. 75 61 (June 1960) Johnsen, M.A. Aerosol Age 5 66 (October 1960) Which ? 90 (1962) Mowen, J. Soap Chem. Specialties 38 69 (April 1962) Aerosol Age 4 67 (August 1959) Pickthall, J., W-hitfield, F. G. S., and Baker, A.H. Pyrethrum Post (October 1960) Brit. Pat. 796,436 DiGiacomo, V. Givaudanian (January 1961) Am. Perfumer Aromat. 76 43 (November 1961) Brit. Pat. 868,879 Brit. Pat. 856,411

398 JOURNAL OF THE SOCIETY OF COSMETIC CHEMISTS DISCUSSION DR. W. MITCHELL: "Exploitation of perfuming of consumer products is producing an increasingly odour-conscious public." This statement can have at least two meanings. In my opinion, the second, and apparently ambiguous, one is also true in that a section of the public is being forced increasingly to become conscious of odours that it neither likes nor wants! This section of the public may be in the minority but that is not to say that it is the least discerning section--probably the reverse applies. I think these circumstances arise because in recent years there has been an increasing tendency to add perfumes to all sorts of products whether or not their inherent odours are unpleasant and, furthermore, to add too much of such perfumes. Setting aside, for the moment, your professional and business interests as a perfumer, would you give your candid opinion .on the theses that (a) there is no real benefit to the consumer in the perfuming of products the intrinsic odours of which are not unpleasant, and (b) that the intensity of perfuming of many consumer products today is too great. THE LECTURER: You emphasise the precise point which I am making-- that the public are being made increasingly odour conscious because the potential of effective perfuming as a sales factor is realised. I have sufficient faith in the discriminating powers of the consumer to expect that he or she will not continue to purchase products with odours neither liked nor wanted, if better accepted alternatives are available. As far as benefit is concerned, it depends what you mean. There are many consumer products with intrinsic odours which are not unpleasant. Toilet soap, many cosmetic creams, powders, bath cubes--for example. The perfuming of these was a natural cultural evolution, and it would be difficult to imagine the acceptance of such products without added perfumes. Intensity of perfumes is a factor which is part of suitability. By effective perfuming, I intend that concentration and appropriateness should be taken into account. Some products are ineffectively perfumed by virtue not of excessive odour intensity but of incorrect choice of odour for the end use. Many experiments have shown that very skilfully perfumed products (silk stockings--for example) have been chosen repeatedly as better than un- treated specimens, although the buyer was not conscious of the odour, another example of appropriate balance of odour concentration and type. Thus, I think that we are in agreement, if you mean what I think you mean!