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For each fragrance, one of them takes “point” — for instance, on Garden Heaux, Lawrence acted as the perfumer and Lin as the fragrance evaluator, deciding whether the scent needed tweaking.

A master perfumer compares the odor of DMS to "fish that stayed too long in the sun," adding that "we usually avoid" such associations "when we recreate the smell of the sea in perfumery."

Presumably reading the word isoamyl acetate would not trigger the smell of a banana though — except perhaps in biochemists, science nerds or perfumers for whom it’s become part of their internal concept of the fruit.

The 13th scent, according to the brand’s website, comes from the actual wearer, meaning the fragrance, which perfumer Michael Carby created, offers a personal experience.

The group has also taken steps to broaden its revenue sources, announcing plans to buy high end perfumer Creed in June and a 30% stake in fashion label Valentino in July.