Six houses.
One documentary.

A documentary series about the people, the process, and the objects behind fragrance.

DOES IT EVEN MATTER? is a long-form documentary produced by AURIC FILM.

A feature documentary exploring the true intentions, emotions, and creative processes behind fragrance, and how they've shifted over the last 45 years.

Told through six brands spanning three perspectives: new-generation houses, heritage names, and ultra-niche artisans. The film moves through five acts that trace perfume's evolution, from a lifelong marker of memory and identity, to an art form detached from personal identity, to the rebellion of "unique" brands against convention, and finally to the question at the core of it all: once the packaging, price, and language are stripped away, does any of it still matter?

Guided by a central narrator who threads each segment together, Does It Even Matter doesn't just document fragrance creation. It asks whether the emotional core of perfumery has actually changed, or whether only the marketing around it has. And whether, at the end of the day, the distinction between heritage and niche means anything to the person simply wearing the scent.

Narrated in collaboration with @milanscents.