To many, buying someone a perfume they’ve never heard of, regardless of how sensually seductive it may be, is a massive faux pas. People like what they like and that’s designer names with designer price tags; so much so that they convince themselves that the most expensive scents are what suit them best.

The question is, how expensive would people’s tastes be if the perfumes were anonymous. The new Desirée Parfums store in Milan is organising its fragrances by aromatic quality rather than brand. The outlet has decanted all of the fragrances it sells into nondescript tester bottles which are organised by their olfactory quality.

Assistants guide customers through the options available, helping them to find their perfect scent while also teaching them about the different qualities that make up a perfume. Only when they get to the counter do they find out which fragrance they're buying.

The system works nicely as an experiment into branding bias, illustrating that if we were to trust our senses over advertising more often, how different the outcomes would likely be.