Love, Chloe is the smell of powder. Dry, soft, subtle, familiar and comforting, hinting at cleanliness but without the sterile laundry detergent scent that is synonymous with "clean". Given that the Chloe fragrance line is created by Coty, famous for its classic face powder, it is a fortuitous meeting of minds.

Using cosmetics is a sensory experience. We like the look of it, the feel of the texture on our skin, the satisfying click of the compact and if you're wearing a powder on your face all day, it had better smell good. Beauty powders are, more often than not, scented and the smell draws people in. When looking at make-up, often our first instinct is to sniff it. Love, Chloe takes this instinct and bottles it.

It's not just a powder cloud though. Peeking through are little bunches of flowers too. Mostly roses and violets, two flowers which, surprise surprise, are often used to scent cosmetics. There are peonies, lilacs, neroli, closed pink and white roses but think small table arrangements rather than a vase of magnificent blooms. Overall Love, Chloe is a delicate, floating kind of scent. It doesn't smoulder so much as beckon gently. It's most definitely a feminine: the only way a man should wear this is rubbed off on him after skin-on-skin contact with the original wearer.

Chloe have gone for classic with this release, from the bottle, the pink shade of the juice and the familiar floral dry powder of the scent. It's a newbie release but it already looks at home sitting on the shelves with the old best sellers. Raquel Zimmerman all trussed up in her luxurious silks and soft textures definitely fits the fragrance but also brings to mind a more strident fragrance heroine from the 70s (Charlie anyone?). Whilst both women wear the trousers, Love, Chloe's are silk not polyester.

What's in a smell? A cocktail of molecules which get inhaled up our nostrils, absorbed into mucous membranes, analysed by our bio-receptor thingies and interpreted in our brains. Would a rose by any other name smell as sweet? Well not as sweet as the latest celebrity perfume which comes in a rhinestone studded pink bottle. What fragrance drives men absolutely wild with desire? It's a toss-up between frying bacon and wood smoke.

We're surrounded by smells everyday and yet our vocabulary for odour is woefully, pathetic. Describe an orange: the texture, the colour, the shape, the taste, the oily residue left on your fingers after wrestling with the pith and peel…. now describe the smell. Citrusy, sour…well like an orange?

Try to describe smells and the words get stuck in our throat. What's your favourite fragrance? What does it smell like, why do you like it? If you're describing one of the hyper real scent recreations by Demeter then yes, it's straightforward. The "Baby Powder" scent smells like baby powder. Let's get a bit stinkier…. What does "Miel de Bois" an infamous perfume by Serge Lutens smell like? Honey? Wood? Piss? Concentrated piss on the sidewalk on the hottest day of the year making you want to Usain Bolt-it far far away? (That'll be the phenyl acetic acid in both honey and urine…)

Talking about fragrance always brings up more questions than firm answers. Yes smelling Kenzo Amour is nice. The particularly thoughtful amongst us might say comforting but it's a mood rather than a description of the smell. Delve deeper and we find that there's basmati rice steam note in the mix and it all makes sense. The smell of cooking carbohydrates triggers a universal "Aaaah" in all of us.

The couture houses of Paris are built on the sales of smelly liquid in glass bottles advertised by peachy skinned celebrities. An estimated 900 new fragrances were launched in 2010.Whilst we have the fashion editrices to pick apart the gowns and accessories released in the fashion world, there's very little proper discussion of perfume, the sales of which prop up the glamour on the catwalks. Once sprayed on our skin, a perfume can hang around for hours, top, heart and base notes tenaciously hanging on and wafting up to the nostrils when you least expect it. It's potent stuff which deserves respect and consideration.

Here at Because we are going to talk about the smells. We are going to pull out those words stuck in our throats and discuss the elements that make up this bottled liquid gold. If I'm not here, you'll find me curled up in a corner huffing the fumes from my bottle of vintage Opium parfum. Go and inhale.

Davina Peace just glows. She really does. She glows with the genuine warmth of someone who has found their passion in life and without sounding overly gushing, it is uplifting to be around her. Before I met her I had to Google whether her final name was indeed Peace or just an addition to the brand name. After meeting her I can say that no one could be better suited to the name.

The life of Davina Peace however is not all rainbows and Greenpeace banners. Underneath her harmonious exterior lies a sharp thinking business woman from a Saatchi & Saatchi background. Her first and foremost skill is in marketing. She knows that women want luxury, not only in their beauty products but in their clothes, their food, their boyfriends, their holidays... Davina Peace is first and foremost, and I quote Davina's own words, a "Lifestyle Brand".

Davina realised that most eco brands on the market, with a few exceptions, are mid-range, inefficient and somewhat 'beige' in appearance. She also questioned why it is not a given that all luxury brands are eco responsible. When you pay £100 for a lip balm, you expect it to be responsibly produced right? Hell, for £100 you expect the brand owners to be saving the rainforest in their free time. But it's not just the marketing that she excels in. Davina has really put the time into researching the scientific side of the brand, enduring sleepless nights until she found the environmentally friendly alternative to Silicones. She eventually found that very same silky texture in nourishing British Cramble Oil, which, instead of coating the skin like silicone does, penetrates it.

The hint 'Lifestyle Brand' excitingly implies that there is much more to come from Davina Peace and that the range does not end at beauty products. The morning after my interview with Davina Peace, I awoke with a strong urge to save the world. Not many brands can boast that effect on a journalist.

Davina Peace is on our Line of Beauty

The Davina Peace range is available from Harrods.