Justin Williams is leading a new movement in Cape Town with his scent tourism enterprise, Follow Your Nose. The initiative aims to showcase the olfactory wonders of the city and promote the use of local fragrant plants in perfumery. Guests can take guided scent tours in the Constantia Valley and learn about the therapeutic benefits of aromas, with perfumery workshops also planned for the future. Williams has devoted years to mastering the art of perfumery and hopes to encourage visitors to discover the world one scent at a time.
What is Follow Your Nose in Cape Town?
Follow Your Nose is a scent tourism enterprise in Cape Town, founded by Justin Williams. The initiative aims to highlight the olfactory delights of the city and promote the use of local fragrant plants in perfumery. Guests can take guided scent tours in the Constantia Valley and learn about the therapeutic benefits of aromas. Williams also plans to offer perfumery workshops in the future.
A captivating odour-centric journey emerges in the alluring city of Cape Town. Known globally for its breathtaking vistas and mouthwatering delicacies, the city holds more than meets the eye, and indeed the tongue. The city is now set to captivate a new sense, thanks to the pioneering efforts in scent tourism by Justin Williams, a local authority in plant foraging and fragrances. His latest enterprise, Follow Your Nose, is driving this revolutionary movement.
Williams, who for seven years successfully ran foraging pop-ups and city tours, is now redirecting his wealth of knowledge to spotlight the fragrance-filled charisma of Cape Town. “Our city is a trove of fragrant plants and intriguing scent materials, each bearing a captivating tale,” Williams elucidates. “Till now, tourism has chiefly revolved around sight and taste. However, no formal setup really exists to highlight our city’s olfactory delights.”
His goal is not only to make the city’s scented treasures known but also to communicate the joy he feels upon sniffing the crushed leaves of Cape Wild Mint or African Verbena. Both these plants, besides their refreshing aroma, bear profound cultural significance and histories of customary use. Furthermore, these fragrant wonders pose an opportunity to serve as top notes in a perfume.
The Intersection of Plants and Perfumery
“One can acquire the distilled essential oils of these plants, making them unique candidates for use in perfumes,” Williams notes. “This is the essence of Follow Your Nose, the nexus between plants and perfumery within a local framework.”
But Williams’s aromatic journey offers more than just a sensory treat. It has therapeutic advantages too. The nose-to-brain effect of aroma molecules, like the limonene found in citrus peels and pinene in pine needles, are known to induce anti-anxiety impacts. “Our brains are always processing signals received from aroma molecules in our surroundings,” he explains. “These signals are conveyed to the parts of our brain that regulate emotion and memory.”
Williams has devoted years honing his olfactory talents and acquired a profound comprehension of the intricate art of perfumery. His expedition began with a keen focus on natural aromas and the fragrant profiles of local plants. The concept of encapsulating these scents for everyone to relish led him to delve into the realm of perfumery.
Mastering the Art of Perfumery
However, for Williams, merely blending essential oils didn’t suffice. He yearned for more character, tenacity, and depth. “Basic formulations lacked these elements, so I started studying basic chemistry and exploring more materials, and proper ways to formulate and test fragrances,” he recollects. His determined pursuit led him to master the intricate subtleties of the fragrance-making process.
So, how can we partake in what Williams is illuminating? This December, Follow Your Nose is unveiling two guided scent tours in the picturesque Constantia Valley. Guests will enjoy an immersive educational and sensory experience, complemented by a welcoming snack and beverage. By 2024, Williams intends to broaden the business, incorporating perfumery workshops where visitors can learn to create their unique high-end fragrances.
In summary, Williams’ pioneering initiative encourages us all to stimulate a frequently underused yet deeply linked sense with our memory and emotions. As Williams and Follow Your Nose continue to pioneer the course for scent tourism, Cape Town is set to establish itself as a sanctuary not only for the sightseers and gourmands, but also for those ready to discover the world one scent at a time.
What is Follow Your Nose in Cape Town?
Follow Your Nose is a scent tourism enterprise in Cape Town, founded by Justin Williams. The initiative aims to highlight the olfactory delights of the city and promote the use of local fragrant plants in perfumery. Guests can take guided scent tours in the Constantia Valley and learn about the therapeutic benefits of aromas. Williams also plans to offer perfumery workshops in the future.
What is the goal of Follow Your Nose?
The goal of Follow Your Nose is to showcase the olfactory wonders of Cape Town and promote the use of local fragrant plants in perfumery. Williams hopes to encourage visitors to discover the world one scent at a time.
What are some of the therapeutic benefits of aromas?
Aroma molecules, like the limonene found in citrus peels and pinene in pine needles, are known to induce anti-anxiety impacts. The signals received from aroma molecules in our surroundings are conveyed to the parts of our brain that regulate emotion and memory.
How did Justin Williams become interested in perfumery?
Justin Williams has devoted years honing his olfactory talents and acquired a profound comprehension of the intricate art of perfumery. His expedition began with a keen focus on natural aromas and the fragrant profiles of local plants. He then studied basic chemistry and explored more materials and proper ways to formulate and test fragrances.
What can guests expect from Follow Your Nose’s guided scent tours?
Guests can expect an immersive educational and sensory experience, complemented by a welcoming snack and beverage, on Follow Your Nose’s guided scent tours in the Constantia Valley. They will learn about the therapeutic benefits of aromas and discover the olfactory delights of Cape Town.
What are Williams’ plans for the future of Follow Your Nose?
By 2024, Williams intends to broaden the business, incorporating perfumery workshops where visitors can learn to create their unique high-end fragrances.
