No bottle, flacon or packaging porn, nor any fragrance release advertisements.

With exception to the blog's conceptual design, no suggestive or misleading artistic images.

No purple prose or excessive displays of creative writing – always remain succinct.

No pretentious or misguided notions of exoticism, imperialism, romanticism, intellectualism or glamour.

No waffling, appeasing, indecisiveness or lip service.

No reliance on, or expression of, deeply personal associations or past recollections.

A fragrance is a consumer product, as well as an artistic creation, and should always be viewed as such.

No personal allegiance to any perfume house or perfumer.

Independence, impartiality and sheer honesty are paramount.

It's impossible to please or satisfy everyone, so attempting to do so is futile.