Vintage 1940’s scents bring licensing to life at BLE

 
Vintage perfumes, as worn by women in the 1940s, will be used to demonstrate how archive collections can inspire contemporary products in a unique seminar from a scent historian at Brand Licensing Europe (11 – 13th October, Olympia, London).

Described as ‘the Heston Blumenthal of perfumes’, ‘Odette Toilette’ (real name Lizzie Ostrom), will host the interactive session ‘A Good Vintage: Licensing the 1940s with Imperial War Museums’ (IWM) in the Brands & Lifestyle Theatre on Tuesday 11th at 3.30pm. She is joined by IWM’s David Fenton, Head of Retail & Admissions, Publishing & Brand Licensing and Anne Buky, Licensing Consultant.

The session will look at the history of perfumes during the 1940s through an exploration of IWM’s vast collections, as well as its successful toiletries range for Marks & Spencer. Odette Toilette will also be available on the IWM stand (R10) on 11th October.

“This interactive trip back in time, complete with the sights and scents of the 1940s, is a first for BLE” explains Anna Knight, BLE Brand Director. “This is a fantastic way to demonstrate just how a brand’s history can be used to promote its future. The session is a must-attend for anyone looking to learn more about the IWM’s collections, and understand how innovative museum and heritage licensing can generate successful revenue streams.”

BLE is the largest and most prestigious licensing event in Europe, and is organised by UBM and sponsored by the International Licensing Industry Merchandisers’ Association (LIMA). Now in its 18th year, it features over 2,500 characters, images and brands available to license from over 250 exhibitors. Visitors can attend free educational sessions throughout the event in the Licensing Academy and Brands & Lifestyle Theatre.