Women in Power Suits: A Conversation with Astha Suri, Creative Director of Naso Profumi.
NASO IN BUSINESS
How has your vision evolved since Naso’s inception?
Broadly into understanding my audience better. India’s nature of being open to luxury home-grown brands, the acceptance and nature of smell groups being accepted in the culture. The need of the market with what is being offered and what needs to be invented. Increasing our plethora of beauty merch and knowing our TG in a more fine manner every day.
Naso has such a loyal following. How have you achieved that?
Word of mouth, goodwill, and genuine product. We are transparent about our roots and that’s what makes us unique enough for our audience to recognize and stay loyal to. Once a Naso nose, always a Naso nose.
INDUSTRY INSIGHTS AND CREATIVE PROCESS
Can you bust a common myth about the fragrance industry that people often believe?
You smell what you read on the label. Most commercial smells add nothing close to what the smell is ideally projected to be. Don’t believe everything you smell!
What is your creative process when developing a new fragrance?
Smell tasting, flavor sampling, making new noses smell good and bad flavors. Sometimes peculiar scents make the most famous scents and most memorable times.
Could you share a quick tip for our readers about choosing or wearing perfume?
Choose what suits your skin and body alchemy better.
Choose Naso;)
What are some of your favorite books that have significantly helped you in your business journey?
The Perfume. Neil Chapman.
PERSONAL PRACTICES AND INSPIRATION
What practices or routines help you stay grounded and inspired in your daily life using Naso products?
Naso candles calm me and keep me sane! I’m obsessed with starting my work day lighting a candle on the side. It helps me focus and be a better boss! Haha.
How has your personal relationship with scents and perfumes evolved over time?
Maturing and understanding different flavor groups and palates has evolved my knowledge on what suits the human skin, mood, and reflects on behavior organically.
Who is a Naso man or woman that inspires you in your work?
My Father. The relentless need to strive for perfection inspires me. The calm and sanctity he brings to the business is unmatched. He tranquillizes our vision and makes us stay humble to strive for the best. Always rooting for the Naso Team, our best critique and the most loyal nose.
What is your personal vision and evolution trajectory for Naso?
Naso to be a global name that doesn’t only seek retail affiliations but also enter lifestyle affiliations. The Naso House will become a haven for the elevated lifestyle.
What’s next for Naso? Are there any upcoming events, new fragrances, or products that you can share with us?
New range of smells – Indian teas and coffees is my next
R&D space. That we have already started working on.
Interactive boxes where one’s nostalgia and mystery lead them to choose their desired flavor. A play between the human psyche and smell.