Exclusive interview with Tod Young
(Samantha Shoal, Savannah Designs Magazine)

How did you come up with the brilliant idea of colors having scent?
Several years ago, after cleaning my living room, I reached for the can of “air freshener” and began misting it throughout the room. And while I was spraying it I thought to myself “why does this have to smell so clinical” and as I was watching the mist of fragrance diffuse into the air, I saw the colors of my room reflecting in the tiny beads of mist and asked myself, “why can’t the fragrance smell like the colors I see coming out of the spray?” And at that moment, the idea of assigning scent to colors and Palettes was born.

What did you do next?
I immediately went into my office and began defining how I could translate this vision into a line of home fragrances based on specific colors commonly used in interior design. My first goal was to determine which colors would work best with my concept. And after going through a multitude of combinations, I refined my endeavor to six color schemes; neutral, pastel, primary, jewel, earth and gray.

Then what?
Once I had narrowed down my six core color schemes, I selected six distinct colors within each of the schemes to visually represent each palette ensuring that the colors I selected would be timeless and appeal to everyone’s senses. To confirm my concept was valid, I went through numerous decorating magazines (current and old ones) to make sure my colors would work with any decor, regardless of furniture style or interior design. And at the end of that exercise, it was evident that I could create a home fragrance based on colors.

Now that you had the colors established and the name of the product line, how did you apply the fragrance aspect?
I knew I could create a direct correlation between sight and scent, and using my colors for inspiration, I chose to work with the world’s oldest and most respected fragrance house, J & E Sozio. They helped me formulate complex fragrances that interpreted the aromatic tones colors communicate. Over the course of time and testing a variety of fragrance combinations, I was able to seize on a scent for each of the six color palettes that I felt aromatically defined my color combinations and accurately represented my fragrance concept.

This is such an intriguing concept and it seems like you may have created a whole new niche in the fragrance industry. Are you concerned that others may copy your idea since most home fragrances are merely variations of botanical scents or spices and everybody seems to do the same thing over and over?
Yes, I’ve created an exciting new niche. This is the most creative concept to be introduced in the industry for the last 50 years. My concept and product line is very unique and we have protected it with a patent and all other aspects such as design, packaging, colors, logos, copy, etc. are protected by copyright laws.

 I understand you have a diverse creative background that enabled you to pull this off. Tell me about that.
First, I started off studying architecture my first year in college, but eventually migrated over to graphic design and marketing. While in college, I was tapped to work in the creative department of a large marketing firm, thus beginning my career as a graphic designer. A few years later, I went on to work for an advertising agency who’s clients consisted of companies such as Procter & Gamble, Iams, Wendys, Celotex and a host of other international brand name consumer products. I was able put my creative stamp on work seen around the world. But at the same time, I was applying my design talent to interior design doing rooms and homes for a variety of friends and colleagues. Eventually, with a strong interest to pursue more of this type of work, I left the world advertising and went to work for a prestigious interior design firm doing private residences and participating in many Designer Showhouse venues.

After several years working as an interior designer, I was once again asked to go back into advertising as a Creative Director which is when I started working on Palettes during the transition from one to the other.

I believe my background in graphic design, advertising and interior design is what truly allowed me to conceive Palettes and my entrepreneurial spirit has enabled me to take Palettes to where it is today.

And where is it today?
After several years of development, I am proud to announce that Palettes By Tod Young will be launched Fall 2009 in Frontgate. In fact, we have already produced product and are shipping as we speak.

This is an impressive story. Are you proud of this accomplishment?
Yes, I am very proud of what I have been able to do. I have had a lot of great support from friends, family, co-workers and industry leaders who saw the potential Palettes has to offer. It’s very rare to create something for the market that is so different than what is currently out there. I am very excited to be telling the world what colors smell like and giving them the opportunity to “Smell The Colors”™. I am very fortunate to be the one to make this possible and want everyone to enjoy this fragrant experience.

So what’s next?
A lot actually. I already have other product extensions in the works for Palettes and some that are beyond fragrances. I am in negotiations with a couple of companies who are interested in licensing my fragrances and utilizing my patent for their products.

There has been a demand for me to create personal fragrances due to the overwhelming response to the fragrances I have created for the home so I am currently working on a line of body fragrances for women and men. I anticipate launching that line in 2010.

As you can tell, I have a lot more to offer. So be on the look out for more great products from Tod Young. Palettes is just the beginning.