The Scent of Mount Ida, Home of the World's First Beauty Contest, Has been Captured on HeadSpace And Recreated

Turkey has contributed a groundbreaking new initiative to the global flavor and fragrance industry. Curated by Parfüm Rotaları and sponsored by MG International Fragrance Company, the “Terroir: Ida” retreat, held on June 19–21, achieved a first for Turkey by capturing and preserving the living scent of Mount Ida (Kaz Dağları).

Headspace technology—widely used in perfumery to analyze and recreate the scent profiles of endangered, protected, or otherwise inaccessible botanical species—was employed in an unprecedented way. Rather than focusing on a single plant, the technology captured the living breath of an entire landscape: Ancient Ida, a region renowned throughout history as a center of mythology, healing, and cultural heritage.

The project was conducted on-site under the guidance of Aydın Alemdar, Senior Manager of Naturals and Synthetics at MG International Fragrance Company. Without causing any harm to the surrounding flora, the team recorded the atmospheric character of the forest and soil at a molecular level, effectively creating an olfactory snapshot of the landscape at a specific moment in time. The aromatic compounds originating from the region’s native vegetation were analyzed and documented, then evaluated using both qualitative and quantitative methods. Based on these findings, the scent profile was scientifically reconstructed in the laboratory, enabling the unique olfactory identity of Mount Ida to be recreated.

A Return to His Roots for Perfumer Koray Sevinç

One of the most compelling aspects of the project is the deeply personal story behind it. For MG International Fragrance Company Perfumer Koray Sevinç, the project represented a return to the landscape of his childhood, revisited years later through the lens of a perfumer.

Following the retreat, the data obtained through the Headspace study, combined with the aromatic notes of Mount Ida explored during the Fragrance Workshop, inspired the creation of the “Terroir: Ida” perfume. Reflecting on the philosophy behind the fragrance, Sevinç emphasized the profound relationship between scent, memory, and place:

“Perfume cannot be defined merely as a composition of carefully selected ingredients or aesthetically pleasing notes. What makes a fragrance truly alive, authentic, and meaningful is the deep connection between people, nature, their personal histories, and the land beneath their feet.

Returning to Mount Ida today as a perfumer—a place where I ran through the wind, stood in the rain, and breathed in the first scent of spring soil as a child—is an indescribable experience. Capturing the olfactory signature of this landscape through Headspace technology and transforming it into a fragrance is far more than a creative exercise for me; it is a sensory letter to the land where I was born, to my childhood memories, and to Ida’s extraordinary terroir.”

Sevinç also highlighted the importance of bringing Turkey’s rich botanical diversity and deep- rooted fragrance heritage to greater international prominence:

“Turkey possesses one of the richest floras in the world. Yet this richness should be recognized not only as a botanical treasure but also as a cultural and olfactory heritage. We must speak more about the olfactory wealth of our lands, share it with the world, and ensure that it is preserved and carried into the future.”

Dr. Rana Babaç Çelebi: “We Must Bring the Olfactory Wealth of Our Lands to the Global Stage”

Dr. Rana Babaç Çelebi, Founder of Parfüm Rotaları, Perfume Historian, and curator of the project, emphasized that “Terroir: Ida” is ultimately a mission to preserve and reinterpret an ancient heritage:

“The lands that make up modern-day Turkey contain an immense archive of perfume history and a remarkable source of inspiration capable of influencing the future of contemporary perfumery. Our goal is not simply to harvest aromatic plants, but to ensure that our deeply rooted olfactory heritage is understood, studied, and appreciated within both scientific and historical frameworks, while gaining the international recognition it deserves.

Capturing the olfactory character of Mount Ida through Headspace technology is one of the strongest examples of how this ancient heritage can meet contemporary perfumery.”

The resulting fragrance, born from the intersection of mythology, the histories of medicine and perfumery, advanced fragrance technology, and the personal memories of a master perfumer, was presented to retreat participants as a special “Route Perfume” commemorating the experience.

By bringing Turkey’s olfactory identity to the forefront of the international fragrance community through the sponsorship of MG International Fragrance Company and the curation of Parfüm Rotaları, the “Terroir: Ida” project offers a new perspective on the relationship between place, memory, and scent, while demonstrating how Anatolia’s unique natural and cultural heritage can be interpreted through the language of perfumery.

For Information and Visual Requests

Contact: Naz Yıldırım

Email: naz@parfumrotalari.com

Website: www.parfumrotalari.com/mountida