The Mary Jane Society Podcast

141_Creating A Luxury Cannabis Brand According To A Fragrance Expert

Episode Notes

Today's guest is Dr. Avery Gilbert, a Sensory Scientist with roots in the luxury perfume industry. He's worked with major global brands and now brings his expertise to the cannabis space, helping companies elevate their products through sensory research and R&D.

In this episode, we explore what truly defines a luxury product—beyond just price or packaging. From wine to perfume, luxury goods share common threads: craftsmanship, culture, technology, media, retail experience, and the art of blending. Cannabis brands can reach luxury status if done the right way.

We'll break down these elements to understand whether cannabis can not only claim luxury status—but earn it.

https://www.synesthetics.com/

Episode Transcription

Dr. Avery Gilbert, a sensory scientist with a background in the perfume industry, discusses the potential for cannabis brands to achieve luxury status by emulating the craftsmanship, culture, and technology of luxury goods like wine and perfume. He highlights the need for sensory research and consumer studies to map the diverse aromas of cannabis, which rival those of wine and perfume. Dr. Gilbert emphasizes the importance of blending, branding, and retail experience, and suggests that the industry could benefit from a lexicon similar to the wine aroma wheel. He also discusses the potential for functional beverages and the role of food scientists in enhancing cannabis products.

Action Items

• [ ] Develop a comprehensive lexicon and descriptive system for cannabis aromas and effects.
• [ ] Explore blending and formulating cannabis products to create consistent, branded experiences, similar to the perfume and wine industries.
• [ ] Investigate methods to preserve minor compounds in cannabis during processing and extraction to enhance aroma and effects.
• [ ] Identify opportunities to create authoritative media sources and educational platforms for the cannabis industry, similar to publications like Wine Spectator.
• [ ] Explore ways to elevate the retail experience for cannabis consumers, drawing inspiration from luxury retail environments like fragrance counters.

Accomplishments

• Led consumer research and basic research on human sense of smell as VP for sensory psychology at Gividan.
• Worked on fragrance projects for major companies like SC Johnson, Procter & Gamble, Estee Lauder, and Coty.
• Conducted first study on regular people sniffing different cannabis strains and describing them with a checklist.
• Published pioneering paper on cannabis strain aromas in Public Library of Science (PLOS1).

Challenges

• Addressed the challenge of mapping the wide array of cannabis smells, which hadn't been done before.
• Overcame the limitation of universities being unable to research cannabis due to federal funding restrictions.
• Tackled the problem of lack of consumer studies on cannabis aroma preferences and descriptions.
• Addressed the challenge of identifying non-terpene aroma compounds in cannabis, like sulfur-containing molecules for skunky notes.
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Outline:

Dr. Avery Gilbert's Background and Entry into the Cannabis Industry

• Pam introduces Dr. Avery Gilbert, a sensory scientist with a background in the luxury perfume industry.
• Dr. Gilbert shares his unusual path, starting in psychology at the University of Pennsylvania, studying rat sex and human smell.
• He describes his transition to the fragrance industry, working for a multinational company in Paris and Switzerland.
• Dr. Gilbert explains his move to Colorado after cannabis was legalized for recreational purposes, where he discovered the diverse array of cannabis smells.

Exploring the Untapped Potential of Cannabis Smells

• Dr. Gilbert highlights the lack of mapping and consumer studies on cannabis smells compared to other industries like wine and perfume.
• He describes his collaboration with a chemist to create the first study on how people describe different strains of cannabis.
• The study used a checklist of descriptors, revealing that regular people can easily describe cannabis smells.
• The results showed two main groups: earthy, woody smells and fruity, pungent, citrus-like smells.

Developing a Lexicon for Cannabis Smells

• Dr. Gilbert discusses the creation of a lexicon for the cannabis industry, similar to the wine aroma wheel.
• The lexicon includes 48 descriptors, which have been duplicated and used by the industry.
• He compares this to the wine aroma wheel, explaining how it helps experts and novices describe and understand different strains.
• The lexicon aims to make the cannabis industry more accessible and reduce the mystery around different strains.

Challenges and Opportunities in the Cannabis Industry

• Pam and Dr. Gilbert discuss the challenges of consumer segmentation in the cannabis industry.
• Dr. Gilbert explains the need for more data on consumer preferences and the effects of different aromas.
• They explore the potential for blending different strains to create consistent, high-quality products.
• Dr. Gilbert suggests that the cannabis industry could learn from the perfume and wine industries in terms of blending and branding.

The Role of Terpenes and Other Compounds in Cannabis

• Dr. Gilbert explains the importance of terpenes in cannabis aroma and how they have been the focus of research.
• He discusses the discovery of other compounds like mercaptans and decanoic acid that contribute to specific aromas.
• These findings help explain why certain strains have specific aromas and effects.
• Dr. Gilbert emphasizes the need to preserve these compounds during processing to enhance the overall experience.

The Potential for Luxury Cannabis Brands

• Dr. Gilbert outlines the steps needed to create a luxury cannabis brand, starting with consistent, high-quality products.
• He compares the cannabis industry to other luxury industries like wine and perfume, highlighting the need for blending and branding.
• Dr. Gilbert suggests that the cannabis industry could benefit from a similar approach to create distinct, consistent products.
• He discusses the potential for celebrity endorsements and national brand recognition to elevate the industry.

The Importance of Retail Experience and Media Infrastructure

• Dr. Gilbert describes the different types of dispensaries and their impact on consumer perception.
• He emphasizes the need for a retail experience that is inviting and educational, similar to high-end perfume counters.
• Dr. Gilbert highlights the lack of a comprehensive media infrastructure to educate and guide consumers.
• He suggests that a national magazine or online platform could help elevate the cannabis industry and provide authoritative reviews.

The Role of Food Scientists and Flavorists in Cannabis Products

• Dr. Gilbert discusses the involvement of food scientists in the cannabis industry, particularly in edibles and beverages.
• He explains the challenges of creating palatable edibles and the potential for more creative flavor profiles.
• Dr. Gilbert suggests that beverages could be a significant opportunity for the cannabis industry, using terpenes and other compounds to create unique flavors.
• He emphasizes the need for a more structured approach to flavor development and consumer research.

The Future of Cannabis as a Luxury Product

• Dr. Gilbert reflects on the potential for cannabis to become a luxury product, similar to wine and perfume.
• He discusses the need for consistent, high-quality products and a strong brand identity.
• Dr. Gilbert suggests that the cannabis industry could benefit from a similar approach to blending and branding as other luxury industries.
• He emphasizes the importance of continuous innovation and collaboration to achieve this goal.

Final Thoughts and Opportunities for the Cannabis Industry

• Dr. Gilbert concludes by highlighting the numerous opportunities for innovation and growth in the cannabis industry.
• He emphasizes the need for a comprehensive approach that includes technical, marketing, and consumer research.
• Dr. Gilbert suggests that the cannabis industry could learn from other luxury industries to create a more sophisticated and consistent product.
• He encourages industry professionals to strike out and explore new possibilities to elevate the cannabis industry.