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Tony Curtis spent 25 years as a research chemist in the perfume industry, but now teaches a BA in the business of perfumery at Plymouth University. The business-based course includes such specialised studies as "odour language" and "fragrance evaluation".

"We are very well supported by the industry, which provides money for students to go on field trips, as well as some work placements.

"We are targeting the creative perfume houses such as the New York-based International Flavours and Fragrances, not the frontline names such as Elizabeth Arden and Calvin Klein, which buy in their fragrances. This is an enormous sector covering personal care, fabric care and air fresheners, as well as perfumes," Curtis says.