Report on the IFRA UK Fragrance Forum: Our Fragrant WorldIFRA UK is grateful to the sponsors of the IFRA UK Fragrance Forum:Gold: CPL Aromas; MANESilver: Emerald Kalama Chemical; Lisam Systems; SymriseBronze: Seven Scent; Robertet UKand to the exhibitors and other partners to the event.

The annual Fragrance Forum 2015 held at The Royal Society in London on 15 th October opened with IFRA UK Director welcoming guests and introducing the Chairman of the Association and of the first of three sessions, Jonathan Gray. He had just been voted to remain as Chairman for a further term, at the Association’s annual general meeting, held immediately prior to the Fragrance Forum.

He said: “This is of course a special year for Britain. 2015 is the 800 th anniversary of the signing of Magna Carta and so we have amongst our speakers distinguished historians who will review how scent made us what we are – and how fragrance in our world has us.

“In our first session, The History of Scent, we have two eminent academics – Dr Alex Rhys-Taylor and Professor Jonathan Reinarz - to speak about the history of olfaction, looking at smell in relation to the built environment, wellbeing and disease”.

Session 1: HISTORY OF SCENTSmell and the City: Olfaction and Urban Formations

Pictured: Dr Alex Rhys-Taylor at the IFRA UK Fragrance Forum

Opening the presentations was Dr Alex Rhys-Taylor, a sociologist from the Centre for Urban & Community Research at Goldsmiths College, London.

Don’t judge cities by the skyline. Forget the Gherkin or the Angel of the North and make way from fried chicken takeaways and flat-white coffee. He showed how smell and the city – the ‘aromascape’ - means that it is olfaction, not our visual sense, has helped form our modern cities. The right smell, he claimed, can even add to the value of your home; and the wrong smell in the neighbourhood can make prices plummet – the subject of an article in The Independent by Oliver Bennett, previewing this talk. http://www.independent.co.uk/topic/dr-alex-rhys-taylor At the Forum he told delegates: “Estate agents say a florist adds £8k to a £400k property. The moral and cultural taxonomies mean that fried chicken shop does the inverse, reducing by £175K a £400K property!”

He believes we can understand cities better by sniffing than by looking. “Smell is deeply personal and social,” he said. “So why are not more sociologist interested in sense of smell?”

Dr Rhys-Taylor told delegates: “Today we recognize cities through their skylines; a sort of visual signature, seductive wink and brand image through which cities identify themselves to transnational capital. We are also reall familiar with trying to understand cities through maps, photographs and satellite images. When thinking critically about or intervening in, we – in urbanism, local government, planning and architecture – tend to look at cities. But as a sociologist of the contemporary urban life, it strikes me how little is actually written, spoken, and seriously thought, about the ways in which we can understand the city through our noses. Through looking at the distribution of smells throughout the city, and in an assortment of people's reactions to them, we can learn a great deal about the relationship between our bodies, economy, sociality and politics”. Dirty smelly things, he pointed out, are always placed east as the wind goes from west to east “so the miasma blows towards the east”.

He covered some of the current cultural and social processes unfolding in the 21st century British city, with reference to two olfactory objects: the fried chicken takeaway and the flat white coffee.“The fried chicken takeaway is amongst the most abundant food outlets in the city. There are over two hundred in the East London borough of Tower Hamlets alone. As loved as they are by their patrons, they are also equally loathed, if not more so. In fact, they are amongst the most frequently mentioned 'issues' raised in an assortment of the strategic planning documents and the regeneration consultations undertaken by inner-city councils.

“Today councils now have power to restrict the number of fried chicken shops in their vicinity. This was – in the first instance – for health purposes. However, as much as there are vocal critics of the health consequences of fried chicken, first and foremost in many people's concerns, has been the smell. In thinking more closely about the visceral response to the toasting herbs, meat and batter that float on clouds of oil vapor out of these myriad outlets, I want people to consider the interweaving moral, aesthetic, cultural and hygienic aspects of our sense of smell. More importantly, I want to think about the role that these play in producing, and reproducing particular types of socio-economic forms in the city”. He referred to there being 200 fried chicken outlets in Tower Hamlets alone, and revealed that these shops, selling what Tobin in the Evening Standard called 'deep fried cheap chicken chunklets' are “amongst the most frequently issues talked about by planners.

The New York based geographer, Sharon Zukin, once famously referred to the cleansing and repopulation of the city's Bryant Park area as “domestication by cappuccino”. The specific values and cultural meanings attached to the smell of coffee played an important part of the transformation of New York in the 80s and 90s. Dr Rhys-Taylor said: “What we're seeing in London today is similar but more rapacious than mere domestication. We're witnessing the colonization of urban space by flat-whites. Consider East London's Brick Lane, a key example of the 'frontier' of urban change. Where once there were two coffee shops in the street, there are now fifteen, with another ten in side streets running off it.

The talk of 'frontier' and 'colonizations' here are not just metaphors. As they did in the 19 th century and before in era of miasma theory, the meanings attached to the smells of urban space, and ideas as to what the good city smells like, are integral to the transformation of the city's demography and related shifts in its economic structures”.

Estate agents tell us that a florist or a nice white tiled coffee shop adds value to property because it “smells and looks nice”. He showed urban maps indicating value based on coffee shops and roasteries and less desirable businesses, from a smell standpoint. “The flower shop or smart café appeal to particular hierarchies of value-based on specific aesthetic, moral and cultural taxonomies. It's stating the obvious of course, but a fried chicken smell does something similar but more extreme and in the opposite direction, taking up to £175k off a £400k property neighboring or atop it. In a city so enthralled to property and property speculation, such sensoria become entangled in processes of wholesale urban change. They also become prisms through which we might ask the most pressing urban questions of our age? In whose image – or rather, aroma – is the city made, and who has a right to this city? He spoke of smell being a class issue “Even smells that weren't dangerous if they are associated with the working class they are seen as dangerous,” citing the part smell plays in the writings of Dickens, Booth, Mayhew and others. 'The lower classes smell' wrote George Orwell in The Road to Wigan Pier.

Dr Alex Rhys-Taylor is a sociologist with a focus on the senses, cities, multi-culture and class, Alex lectures at Goldsmiths University and is part of The Centre for Urban and Community Research (CUCR). Alex’s forthcoming book “Food and Multicultural: A Sensory Ethnography of London” will be published later this year by Bloomsbury.

Detecting Disease – the Pathological World of Smell

Pictured: Professor Jonathan Reinarz addressing the IFRA UK Fragrance Forum

Nowadays, your doctor is likely to ask you how you feel? Their predecessors, however, were more likely to ask themselves how you smell – fragrant or foul?

In his presentation, Professor Jonathan Reinarz, a specialist in the History of Medicine at the University of Birmingham, revealed how much greater a role scent and the sense of smell played in assessing the health of people and environments in the past.

In his talk, entitled ‘Detecting Disease – The Pathological World of Smell’, he introduced his research on ‘past scents’ and the historical use of olfaction in medicine.

Prof. Reinarz said: “Histories of smell often offer a selection of foul and fragrant subjects and situate them within particular eras and a specific thematic field. Religion is one topic where such an approach has dominated, with good smells regularly associated with heaven and hagiographies, and bad smells effectively demarcating sin and Satan. This early sensory model was readily applied to the world of medicine and health, with good smells indicating health and healthy environments, and bad smells being closely associated with pestiferous regions”.

Just as Dr Rhys-Taylor referred to smell and the working classes, Prof Reinarz spoke of smell and ‘foreigners’. He referred to mapping of ‘odiferous smellscapes’.

The worst references are reserved for what he dubbed ‘ odorous others’, with the developing world “often described as an open sewer”. Colonialisation often referenced smell with an insistence on separate barracks for soldiers for example. “Even after microbes were identified, the social rhetoric of the ‘unclean foreigner’ continued, he said often leading to cultural deodorisation projects. He spoke of ‘toposmias’ – scent maps showing people where to live and where to place new businesses.

Turning to medicine, he wondered how physicians and surgeons used their sense of smell in the past?Death was of course regularly accompanied by fetid odors, and epidemics like plague were described by the stench of bodies accumulating in streets. Prof Reinarz said: “Theories of disease causation based on the circulation of bad airs abounded from ancient times to the nineteenth century, and the general way to counter such dangers was through fumigation, or using pleasant scents to neutralise any harmful stenches. So dominant was this model of health and hygiene that Edwin Chadwick’s sanitary surveys of English towns appear to have been undertaken by a team of men who simply sniffed out all potential hazards in Victorian towns, cataloguing those areas most in need of cleansing”. In this respect, he explains, the Victorian public health movement appears to have been little more than a massive exercise in urban cleaning.

He considers whether efforts to cleanse cities did make for healthier environments, asking was smell always a reliable clue?’ And ‘was this form of medicine value-free?’

“As neighbourhoods and institutions became more sanitary, the likelihood of practitioners actually using their noses in a clinical setting actually increased,” said Prof Reinarz. “Evidence of doctors diagnosing disease through scent, however, abounds in medical texts, ancient and modern. For example, medieval doctors were very attentive to the smell of patients’ breath and sweat. Diseases were also associated with distinctive smells. Plague was said to smell of apples, while typhus reputedly smelled of mice”. With the dawning of the age of bacteriology, when more reliable tests could be performed, smell was used less by diagnosticians.

Other senses, notably sight and hearing, were extended with the introduction of new instruments, while smell appears to have been forgotten as a diagnostic tool. Professor Reinarz wondered whether we will ever see similar efforts to augment smelling power.

Prof Reinarz pointed out that: “The rise of aromatherapy initially linked to the new bacteriological tradition, given the germicidal strength of the oils at the heart of this therapeutic practice. Simultaneously, it appears connected to an unbroken chain of practices which originated in ancient civilizations, as existed in Egypt”.

He concluded: “The traditional views that have associated pleasant smells with health have been overturned in the last decades of the twentieth century. Besides bans on smoking, increasing numbers of individuals and groups, citing allergic concerns, have tried to ban perfumes from public places.

“Are perfumes destined to go the same way as the peanut?”

Professor Jonathan Reinarz is the author of a fascinating book, Past Scents: Historical Perspectives on Smell. In it, he writes that aromas previously encountered in cities disappeared with sanitary campaigns, deindustrialisation and urban redevelopment. The deodorisation of society therefore potentially begets ‘nostalgia for lost scents’.

Session 2: Scent and the SensesOn the way to Scarborough Fair: Memory and Mood Effects of Rosemary Aroma

Pictured: Dr Mar Moss speaking at the IFRA UK Fragrance Forum

Many of us strive for a better memory. Whether it’s teenagers taking exams or older people questioning why they came into a room, we encourage scientists to find a key to improved memory. A key to that particular door has, it seems, been under our noses for centuries or as the next speaker, Dr Mark Moss, put it :” I study the bleedin' obvious' - things our grandmothers told us. What I've managed to prove is what everyone knew already,” citing the Ophelia quote “There’s rosemary, that’s for remembrance” from Shakespeare’s Hamlet Act IV, Scene 5

Dr Moss Head of Department of Psychology at Northumbria University has been researching the effects of certain common aromatic herbs – in particular rosemary. His finding is that by sniffing this apparently simple staple of so many gardens, our memory function can improve by up to 15%.

In his talk ‘Halfway to Scarborough Fair’ - in a reference to the old folk song - Dr Moss demonstrated just how the aroma of rosemary has been shown to affect cognitive abilities. He conducted research, comparing rosemary with lavender – long thought to have relaxation properties – in which he found that rosemary improved memory amongst the older subjects who took part in a controlled experiment.

Dr Moss said: “The impact of olfactory stimulation on human behaviour is widespread and varied. Ambient smells can induce disgust and physical nausea as easily as they can stimulate appetite and desire. Proust famously detailed how smells can invoke memories, and different smells can produce vivid recollections of all human emotional valences. The ‘why’ that underpins these experiences is as actively debated as the ‘how’? However, my primary interest in aromas originated in the ‘what’? Specifically, I was drawn to the question of what (if any) impact might the aromas of essential oils have on reliable and valid assessments of human cognitive function and subjective mood state. Much of the work I have undertaken has focused on Rosemary – a herb long since associated with memory,

“The study was my first to employ healthy participants over 60 years of age, and focused on the impact of Rosemary on prospective memory – our ability to ‘remember to remember’. Prospective memory failings are some of the most serious cognitive failures in terms of impact on quality of life; forgetting to take medication for example can be life threatening. The study identified improvements in prospective memory were available for the over 60s when exposed to rosemary aroma. I believe that this impact might be pharmacologically mediated. The human brain is not only sensitive to aromas in terms of retrieval of emotional memories from the past, but is also potentially amenable to pharmacological interventions based on aromas of essential oils impacting on more everyday aspects of cognitive functioning”.

Dr Moss and his team has for some time explored the theory about rosemary aroma. The first was instigated by an undergraduate student, and Dr Moss admits that he approached it from a position of healthy scepticism. The positive impact of rosemary we observed on long term memory was small but enticing, and led to the line of research that he continues to this day.

The second study was Dr Moss’s first to actively attempt to investigate mechanisms that might underpin the effects found. He says: “Based on information drawn from animal and in vitro studies, I investigated the relationship between blood borne components and cognition in healthy adults. The results suggest pharmacological mechanisms might be at least partly responsible for improved cognition in the presence of rosemary aroma.” Another study was picked up by the BBC and presented in the ‘Trust me I’m a doctor’ series in July 2015.

The active ingredient identified by Dr Moss is 1,8-cineole, found in the essential oil of rosemary. Whilst this has previously been shown to have an effect of the biochemistry of the brain affecting memory, the compound when found in other plants, such as eucalyptus, does not appear to have the same cognitive effects.

Lavender has long been found to have a sedative effect. The active ingredient thought to be responsible for this effect is linalool, with physiological and psychological measures of sedation recorded following inhalation of the compound in mice and humans respectively.

He concluded: “Potential applications are only just starting to be proved scientifically. There are lots of potential applications. Dosage is the next question to explore. We don't know how much we need to create an effect. With everything there is an inverted u-curve”.

Mark Moss studied Applied Chemistry and worked for ten years in the tanning industry before returning to education at Northumbria University in 1992 to study Psychology. He gained a first class honours degree in 1995 and won the British Psychological Society’s award for the best undergraduate project. His work, entitled “Can oxygen enhance memory?” was also published in the journal Psychopharmacology and was the foundation for his PhD which he was awarded in 1999.

Joining the academic team at Northumbria, Mark’s research interests diversified and he was introduced to the sphere of essential oils by an undergraduate in 2002; a collaboration that led to his first paper in the area in 2003.

He says: “I maintained an interest in the area with a particular interest in Rosemary, and have published a number of experimental studies in the area, co-authored with undergraduate or postgraduate students. My academic journey has seen me rise to Head of Department of Psychology at Northumbria; a role I took on some seven years ago, and one that leaves my time for active research to be somewhat limited. When I find time, the area of aromas and their impact on human behaviour remains a main focus of my attention”.

How Fragrance Influences Shopper Behaviour

Pictured: Tim Nancholas of Kantar WorldPanel at the IFRA UK Fragrance Forum

Fragrance is one of the most important yet invisible ingredients in our lives. For anyone who might have thought that it is an occasional luxury for the few, insights shared at the annual IFRA UK Fragrance Forum proved otherwise. For it seems that quite a lot of us see the need to buy and adorn ourselves with scent - 19,957,000, to be precise, in the last year. Fragrance is an important part of the UK’s £10.98 billion health and beauty market.

KantarWorldPanel’s Strategic Insight Director Tim Nancholas, revealed that, on average, each UK buyer spent £74 on fragrance in the year and between us we purchased over 71 million bottles of scent.

Tim Nancholas said: “The most obvious market we associate with fragrance is of course the perfume, fragrance, after-shave, eau de toilette market - products that leave a presence that enhances how you feel and what people may feel about you.

Depending on what advertising you believe, it can make us more desirable, feel more confident, more romantic or even more sporty.

“Using a representative continuously reporting panel of 15,000 individuals, we can break through some of the myths surrounding the fragrance market and look at cold, hard facts.”

Despite the fact that some 20m people bought fragrance, crucially, this is fewer buyers than the year before and Mr Nancholas looked at why this is the case and what can be done about it. 10 million people never use fragrance. He said that just under half of fine fragrances (48%) are purchased by men - 80% of these as gifts in four weeks leading to Christmas.”

On average we spend £80 p.a. on fine fragrance and the number purchasing has reduced 3-4%. Whilst unisex fragrance is ‘doing okay’, women’s perfume is doing less well largely because a sizeable proportion of women aren’t using fragrance. “In 5 years we've lost 10m spray occasions,” said Tim Nancholas.

“Paco Rabanne has been the biggest selling brand (in volume) over the last year and we will look at the top male and female brands. Where we buy, what we buy and who buys (and for what reason) will also help as understand shopping habits in this particular category in Great Britain”.

Fragrance does, of course, go beyond beauty products. Laundry and household products also use fragrance as a key differentiator between one product and another.

“We have seen, for example, fabric conditioners and detergents major on fragrance to entice us into their brands” he said.

Finally, air care products, or air fresheners, have also gone through change in the last few years, particularly methods of scent delivery the scent to make our homes inviting or cover up the odour of our pets or other unwelcome smells. Reeds is the strongest single growth sector.

The fragranced air care sector is a £370million market and therefore important to retailers. On average we spend £22.22 each on air freshener products each year. He revealed the top 20 scents including the number 1 fragrance in this sector being Crisp Linen; number 2 is Cotton Fresh; while Fresh Linen lurks at number 16, and just outside the top 20 (at 21) comes Cool Linen.

He concluded by saying that we fragrance ourselves less and our homes and laundry more. “We need to reinvigorate the market and in particular get more men to gift fragrance. Fragrance can add value to brands. It is a huge driver of shopper behaviour”.

Top Ten Women’s Fine Fragrance Brands (Source Kantar WorldPanel)

1. Chanel 5

2. Chanel Coco Mademoiselle

3. Paco Rabanne Lady Million

4. Marc Jacobs Daisy

5. Jimmy Choo

6. Marc Jacobs Daisy Dream

7. Jo Malone

8. Thierry Mugler Alien

9. Diesel Only The Brave

Tim Nancholas has over 25 years’ experience in the health & beauty industry working for Kantar Worldpanel and its previous guises. For most of this time, he has been in the Client Service area supporting beauty, toiletry and healthcare clients. There was a real lack of buyer research into the cosmetics and particularly the fragrance area so Tim launched Beauty Panel to provide shopper insights into these markets – this was extended by the addition of the beauty treatments market in

2010. Before joining Kantar, Tim worked at Colgate Palmolive and can boast nearly 30 years in the industry.

Session 3: Talking ScentsDr Chris Flower, Director General of the CTPA kindly took the chair, standing in for Alice Lascelles who was indisposed.

Pictured: Dr Chris Flower (l) with Alan Osbiston, chairmen of Sessions 1 and 2

Pictured: the final two speakers – Lizzie Ostrom and Bob Fowkes

Forgotten Fragrance Storytelling

Pictured: The cover of Lizzie Ostrom’s new book “Perfume - A century of scent’

In the last decade it's seemed that you can't release a global fragrance without having an A list celebrity or brand ambassador attached. This is the view of Lizzie Ostrom, AKA Odette Toilette. But, she says: “While 'sleb scents' seem like a relatively new phenomenon, they go right back to the nineteenth and early twentieth centuries, when dancers, opera singers and chorus girls - the fashion icons of their day - knew a canny deal when they saw one, and put their faces to the glittering launches of the times”.

Lizzie Ostrom spoke about ‘Forgotten Fragrance Innovation’ describing how marketers have long-used an astonishing array of techniques to entice customers to their fine fragrances. Symposium delegates will hear about: “Floating perfume bottle-shaped hot air balloons, scented fashion shows in department stores and fragrant snow being released onto American cities to promote the latest must-have perfume”.

Lizzie Ostrom said: “These stunts and experiential heists might seem the stuff of 2015, but think again; some of the most audacious marketing events came much earlier in the first half of the twentieth century, when perfume, increasingly available to the masses, took a maverick approach to ensuring it made it into the hands of consumers”.

Delegates were given an opportunity to buy the new book at a special delegate price.

Lizzie Ostrom (known publically as Odette Toilette) has for the past five years been changing the way we think about scent through her cult events. Ranging from sniffable history talks to perfumed tours of art galleries, Odette brings an intelligence and sense of fun to discovering the sense of smell. Lizzie has designed and hosted press and customer experiences for brands, and has spoken at cultural institutions including a Greek perfume symposium at The British Museum and the Scent of Space with the Royal Observatory Greenwich, as well as events with The Wellcome Collection, The Natural History Museum, Somerset House, and the Museum of London. This summer she is one of the team for the Tate Sensorium, which will invite visitors to taste, smell, touch and hear artworks in an immersive exhibition.

Message in a Bottle – Telling a unique brand story with an innovative aroma and taste profile

Pictured(l-r) blueberry & blackberry; Valencian orange peel; bROCKMANS Blueberries & Blackberries, Valencian Orange Peel and Juniper Berries from Tuscany are some of the fragrance notes culled from ingredients gathered across the world which were sniffed and discussed in the final session of the day.

The audience went on to sample a complex mix of botanicals including the dry, bitter sweet peel of Valencian Oranges, Lemon peel from Murcia in Spain, Liquorice, Cassia Bark, Angelica, bitter Almonds and Orris. However, this wasn’t the latest international gourmand perfume launch. This delectable cocktail of botanicals is, in fact, an English spirit – Brockmans Gin.

In a talk entitled ‘Message in a Bottle’ the Co-Founder and Marketing Director of Brockmans, Bob Fowkes, introduced the marketing and product development story of his unique gin - Brockmans - a 40% ABV super-premium gin made in the heart of England using botanicals from around the world. This rounded yet unusual flavour profile appeals to traditional gin drinkers but also offers something rather new and special to the more adventurous consumers. The presentation revealed a unique brand story about creation of a gin that, like many of the finest of fine fragrances, offers a truly surprising and unusual profile.

Bob Fowkes, who is a brand development expert, says: “When we created Brockmans Gin, we wanted to create a gin like no other. But more than that: we set out to create a product whose brand story, just like the best perfumes, is developed in a holistic way so that the taste, the ingredients, the image and the packaging* are in harmony.

“With its distinctly ‘after-dark’ positioning and the tactile, cross-hatched embossed surface to the solid black bottle, its stylish inset labels, flourishing baroque-style lettering and an embossed signature within a cartouche, there is an elegance which immediately makes this brand look desirable even before it is tasted. Our brand enjoys an exquisitely sensual look that create an aura of seduction for this unique and beautifully made gin”. He went on to serve every delegate a small sample of Brockmans and advise on the ‘perfect serve’ Gin & Tonic and every delegate received a paring knife in their delegate bag to assist them in creating the perfect cocktail. Delegates were also sent a fragrant reminder of the day in the form of a unique Brockmans recipe.

Bob Fowkes has experience in brand development and innovation roles with United Distilleries (now Diageo) and Allied Domecq spanning over 20 years. Further, he has worked extensively for a decade as a brand development consultant with blue chip clients such as Nestle, Danone, Yoplait, B&Q, Kellogg’s, Weight Watchers and Pernod Ricard. He has experience of most consumer categories and has run a vast range of brand development projects in markets around the world.

Together with three like-minded colleagues, he invented Brockmans Gin – a 40% ABV super-premium gin that incorporates botanicals and berries. The top note of coriander has an aromatic, sage and orange flavour, which marries beautifully with the softer, more rounded harmonies of blueberries and blackberries and the middle note created by Juniper Berries from Tuscany. This inspired combination, together with the dry, bitter sweet peel of Valencian oranges, elongates the deeper tones to give Brockmans an intensely smooth taste.

Bob and his colleagues first introduced Brockmans Gin in London in 2009 and the brand now sells widely across the UK , Spain, Belgium, Luxembourg and other parts of Europe as well as Norway, Canada and the USA.

Panel discussionFinally, IFRA UK Director Lisa Hipgrave chaired a panel discussion involving most of the speakers and Dr Flower.In addition to the sponsors, IFRA UK expressed gratitude to other commercial partners:

EFF for sponsoring wines and refreshments SPC magazine and Cosmetics Business, our media partners Those who have donated the delegate bags and gifts you will receive later:

o Brockmans Gin o CPL Aromaso Maxi-Mise o Pell Wall Perfumeso RB for their Air Wick Life Scents Room Mist (due to launch in 2016)o Seven Scent o SPCo Unilever UK for compressed aerosols o Wax Lyrical

Firmenich for sponsoring the photography EFF for notepads and pens IFRA – the global association - for its support.

Exhibitors: Formpak; ICATS; Lisam Systems; Marks International; QCL Scientific.

www.ifrauk.org

endsNOTES TO EDITORSFurther information or imagesFor media inquiries about IFRA UK and Brockmans or to request high resolution images or review samples, please contactJo Jacobius, IFRA UK Press Office, c/o Axiom CommunicationsT: 020 8347 8206 M: 07850338998jo@axiom-uk.com or jo@ifrauk.org