When the art of perfume was first created, artisans would consult with royalty, with botanists, with alchemists, and even with priests and shamans about how to invent the perfect scent.
Now beauty insiders are turning to something more modern:
When Apothia's Ron Robinson set out to make his latest smell, he put up a call on his personal blog: His friends and fans should email their favorite (and least favorite) scents, and he'd sift through the possibilities.
After getting a flush of internet feedback, Robinson sent scent samplers to the blog's most avid readers - including actress Cameron Diaz - and had them vote on their favorite.
The result is IF - short for "internet fragrance" - a sharp mist of jasmine and honey that smells like love at first byte.
Hack into the Apothia website
to smell it yourself.