Chemistry perfume PR innovation: In the future, “better” means “more”

Under a new interpretation — call it, perhaps, “The Belfast Interpretation” — more means better. To see how this works, read a publicity release issued by Queen’s University Belfast with the headline “Queen’s scientists develop first perfume which smells better the more you sweat“: Researchers in the Queen’s University Ionic Liquid Laboratories (QUILL) Research Centre have developed a […]