They call me “The Nose”

Hello! My name is Guillermo Fernandez—most of my friends and colleagues in the fragrance industry call me Bill, though some publications have simply referred to me as “The Nose.”

With over 30 years of experience as a Fragrance Development Expert, I’ve had the privilege of working with leading consumer brands such as Yankee Candle, Tide, and Irish Spring, helping to bring home and personal care products to market.

But being in the fragrance industry isn’t all perfume and flowers—my work has taken me from remote villages in Mexico, where I studied consumer preferences for floor cleaners, to India, where I found myself literally sniffing armpits to help launch a new deodorant brand.

I’m passionate about staying at the forefront of fragrance trends, and after retiring from my full-time career, I now focus on consulting for custom scent development and training the next generation of fragrance evaluators.

Sniff Notes is my personal website to share insights on the scents of household products, personal care fragrances, and industry trends.

All opinions shared here are my own and based on public information. When relevant, I fully disclose any clients or past projects. I hope you find my fragrance evaluations and insights valuable. If you have a product you’d like me to review, or if you’re interested in consulting opportunities, feel free to reach out.