By Rosa Smith. Cover image I’M FIRENZE DIGEST collage.
Perfume has found a new medium: the newsletter. While much of the internet runs on speed and short-form content, a growing number of readers are rediscovering the appeal of slower, more thoughtful formats. Newsletters, with their deep dives, personal voice and curated storytelling, are becoming one of the most interesting spaces for niche culture, including the world of fragrance. Among the projects gaining attention is SCENTimentale, a Substack newsletter dedicated to perfume culture created by Italian journalist and writer Marco Martello. Through interviews with perfumers, stories about emerging brands and unexpected connections between scent, music, food and design, the newsletter explores fragrance far beyond the traditional boundaries of the industry. Martello is also the author of La formula del sentire. Atlante psico-emotivo del mondo delle fragranze (The Formula of Feeling: A Psycho-Emotional Atlas of the World of Fragrances), a book that investigates the emotional and cultural power of scent. We spoke with him about how SCENTimentale was born, why he chose Substack to launch the project, how he approaches editorial storytelling in the fragrance world, and what advice he would give to anyone thinking about starting a newsletter today.
How the SCENTimentale Perfume Newsletter Started
What inspired you to launch the newsletter SCENTimentale?
For me, SCENTimentale is an extension of my book La formula del sentire. The title reflects emotions and sensations -an inner universe that I think is more important than ever to connect with perfume. Perfume is often seen as something superficial, but it can awaken deeply personal memories and experiences. The newsletter SCENTimentale was born to explore the worlds connected to scent, from art to food, music to the stories of perfumers and emerging brands, and bring them to readers in a fresh and creative way.
Why Substack Is the Perfect Platform for Indie Newsletters
Why did you choose Substack to launch the project?
I discovered Substack through a friend, Federica Caiazzo, who launched Moda in Cina, a newsletter about China, fashion, and luxury. Following her work made the platform familiar to me, and when the idea for SCENTimentale came, the choice was immediate. Today, it’s a leading platform for independent editorial newsletters, offering creators freedom and reach.
Inside SCENTimentale: How to Choose Content for a Perfume Newsletter
SCENTimentale features interviews, perfumers, and indie discoveries. Do you follow trends or personal curiosity?
It’s a mix of both—personal curiosity and industry awareness. Everything starts with my experiences: the brands and perfumes I feature are ones I’ve discovered and tested myself. Then I consider trends not to chase hype, but to give readers relevant and engaging content. Innovation, originality, and personal interest guide every selection.
Why Readers Are Skeptical About AI in Fragrance
Which article surprised you the most in terms of readers’ reactions?
A couple of months ago I published an article about an American start-up combining AI and perfume. After the article was published, I received a comment that really made me think. The reader argued that digitalizing scent seemed pointless, as reducing it to data risks sterility. I understood that perspective, but I see technology as a tool. AI in fragrance doesn’t replace emotion, it can open new creative possibilities while keeping the evocative power of scent intact.
Why Perfume Newsletters Are Booming Right Now
Why do you think newsletters are experiencing a new golden age?
Newsletters offer something other platforms can’t. Fast-paced lives make superficial scrolling tempting, but newsletters demand time, attention, and curiosity. There’s an unspoken agreement: the writer shares a story, and the reader dedicates time to understand it. That investment builds a connection deeper than social media can offer.
How Newsletters Build Deeper Connections Than Social Media
What kind of relationship can a newsletter build with readers?
Unlike social media, newsletters allow creators to build more intimate, lasting relationships with readers. Social posts are short, designed for instant attention. Newsletters allow longer, thoughtful content and dialogue with readers who choose to engage deeply. Anyone can start a newsletter—no professional background required. Substack especially makes this accessible, democratizing editorial creation.
Behind the Scenes: How a Perfume Newsletter Is Made
From a practical point of view, how long does it take to prepare a newsletter issue, from research to editing?
Creating a newsletter isn’t linear. I alternate research, writing, assembling, and editing across several days. Pauses let me return with fresh eyes, spotting what works and what needs revision. Focusing too long on one piece can blur perspective. Typically, an issue takes about a week from idea to final version.
How to Launch Your Own Perfume Newsletter
What practical advice would you give to someone who wants to start a perfume newsletter today?
The most important step is research. Look at existing perfume newsletters on Substack, understand the community, and find your place. Then experiment with formats and ideas to create a personal, original, and reader-relevant project.
Common Mistakes That Kill Newsletter Engagement
What are the most common mistakes to avoid when starting a newsletter?
The biggest mistake is working without a plan. Like a newsroom, it’s essential to have at least a flexible editorial calendar to stay consistent and organize content. SCENTimentale publishes four issues a month, often featuring interviews or expert contributions, making organization essential while staying open to unexpected opportunities.
3 Ingredients Every Successful Newsletter Needs
If you had to summarize the formula for a good newsletter in three ingredients, what would they be?
- Personal perspective: Your storytelling should feel unique, even if the topic isn’t new.
- Depth: Newsletters can’t just reproduce a press release—they should inspire reflection and curiosity.
- Visual elements: Supporting visuals make content easier to read and more engaging, complementing the text.
Must-Follow Newsletters for Perfume and Lifestyle Fans
Which newsletters do you personally follow?
The first two that come to mind are Viaggio nell’Ottocento by Laura Bartoli, which combines my love for England and history, and Texture Anthologies by Massimo Casagrande, a fashion newsletter with in-depth, personal perspectives that don’t promote products or brands.
What’s Next for SCENTimentale: New Formats and Events
Looking ahead, how do you imagine the evolution of SCENTimentale?
SCENTimentale has been free since its launch, with weekly issues accessible to all. Some paid options may appear in the future. From a content perspective, I’m most excited about expanding into new formats, possibly starting a podcast that extends the universe of La formula del sentire and SCENTimentale.
Can you give us a preview of what will appear in the next issue of the newsletter?
In the upcoming issue, I will present a project I have been developing over the past several months, for which I have curated the creative direction: a perfume-focused event titled SCENT, which, for its first edition, will focus on The Encounter Between Body and Nature in the Name of Fragrance. Opening on March 27, 2026, at Fondazione Sozzani (Via Bovisasca 87, Milan), the event will unfold over three days, exploring the relationship between scent, the body, and the natural world.
