Tag Archives: Twitter

The Future Distilled by Nooka

So much more than watches…


About a week and a half ago I was on Twitter when something led me to the page of @nooka. While there I read the following post, “i was just interviewed by matt evans of WWD on my fragrance! lot’s of questions and i hope great answers #nooka #beauty #fragrance. My mind immediately started racing. Could it be that the company I knew for the funky, futuristic watches has now ventured into fragrances?? I sat there and pondered sending an inquiry tweet. As a publicist, we get rejected often. It could be in the form of unreturned emails, phone calls…you name it and we’ve probably experienced it. I did not want to experience that via twitter too but I said what the hell and wrote “@Nooka I’d love to learn more about your new scent. DM me. To my surprise Matthew Waldman, the Chief Creative Officer, President of Nooka Inc responded. We exchanged a few emails and Matt offered me an opportunity to come up to his office for a chat. He also let me know that new scent was available at Den if I wanted to test it.

I had absolutely no expectations before I made it over to Den. All the write-ups/reviews were great but for some reason, my mind was completely open. When I made it to the store, I admired the watches for a bit and then made my way over to Nooka’s new scent, The Future Distilled. I sprtized on a bit and my thought to myself, it’s powdery and a bit metallic. I was digging it so much that I couldn’t take my hand away from my nose. I’m pretty sure the sales attendants thought my actions were peculiar so I asked a few questions so I wouldn’t look too strange. This scent was really grabbing me. Its metallic opening matched the bottles design, the watches and the stores decor…lots being communicated all at once. But the powder softened it nicely. I liked the juxtaposition. Here’s the kicker though, as the scent settled into my skin, I wasn’t picking up any woody notes that usually make up the bottom layer scents catering to men. Which led me to ask myself is it a scent for men or women?

The Future Distilled, which debuts as an eau de parfum for $80, was conceptualized and guided by Matthew Waldman. The olfactive chemistry was developed by renowned perfumer Pierre Constantin Gueros. What I appreciate about this scent is the ease at which it wears. Its not overly perfumey and nestles itself into the skin for an added layer of refinement. It’s sexy without being spicy or florally. It communicates confidence because it’s not a run of the mill scent. Matt could have gone a bit more safe for his first foray into fragrance but he didn’t. He’s passionate about fragrances and it shows. The bottles design and the synergy of scents used all tie back to his views on design and universal language. The bottom line here, The Future Distilled is an awesome scent I’ll be adding to my rotation.

Tomorrow, my interview with Matt.

The Future Distilled by Nooka is available via their website or at Den

330 E. 11th Street
New York, NY 10003
Monday – Saturday: 12 p.m. – 9 p.m.
Sunday: 12 p.m. – 8 p.m.



Meet Seth Plattner


I recently met Seth through a mutual friend who revealed he is a fragrance enthusiast. We met for a chat and I was immediately drawn to his energy. While he’s extremely busy (it took a minute to pin him down), once we met there was a gentle calmness to him that led me to ask him if he was a New Yorker. I wasn’t surprised when he said he wasn’t. He was even kind enough to introduce me to twittterberry.

I love this part of the fragrant conversation I’m conducting. It’s proof-positive we love our scents.

What’s your earliest recollection of fragrance?

It has to be my mother’s pefume, Clinique Elixir, which she has worn for as long as I can remember. To this day every time I smell her it reminds me of my childhood, but also it has come to be a smell I associate with power, because my mom was a single mother who raised me and my triplet brothers plus my older brother (you read that right) alone while also establishing herself as a successful business woman.

What fragrances are currently in your rotation?

During the colder months I wear Ralph Lauren Black (Polo Black) and in warmer months L’Homme by YSL

How often do you go out looking for something new? What specifically do you look for?

I would say rarely. I am pretty attached to my fragrances not only because I like them but also because I think it is important for a man to have a specific scent that. Scent is a very powerful motivator for emotions, whether it’s lust, love, pain, regret, etc.

Have you ever purchased the same fragrance more than once? If so, what was it and what about it made it worthy of a repeat buy?

I basically become attached to a scent for a number of years until I feel like I need a fragrance change that goes along with a change in my life — my scents are transitional with the transitions in my life. Like I said, I wore Abercrombie & Fitch, then Estee Lauder Pleasures and now Ralph Lauren Black and YSL L’Homme. All of them I have bought repeatedly. All of these scents have a similar sensibility — they aren’t over powering, or too musky or too spicey. They are a perfect balance of sweet and spice. That’s what I like.

How do you apply cologne?

I always do a spray on the front of my neck, back of my neck (for when people hug you) and then a spray below my belt because scent rises up and therefore hits the nose of whoever you are talking to (or so I’m told).

How would you finish this statement. “My most memorable fragrant moment would be…?

I guess it’s memorable only because it’s sad — I’d recently had my heart broken by a guy and I was walking down the street, caught a drift of the same cologne he wore and immediately started crying. It was sort of embarrassing but completely sincere. See what I mean about smell being a motivator of emotion?

Keep an eye on Seth. He writes great pieces for Out Magazines style blog, Stylist.