"Perfume," says expert perfumer Sophia Grojsman, "is a promise in a bottle." That promise might be reflected in a perfume's name: Joy or Pleasure, for example. Millions of dollars are spent on the marketing of a perfume so that customers connect luxury, attraction, or a certain attitude to a fragrance. Fragrances can have power over our thoughts and emotions. Scientists believe memory and smell are closely connected in our brains, and that certain aromas have the power to call up deep memories. Perfume makers are especially aware of this and use aromas that touch us deeply. In the perfume world, an essence is a material with its own special aroma. Some are natural, and derived from flowers and plants, for example. Others are synthetic copies of rare or difficult-to-obtain essences. Perfume authority Harry Frémont says a good fragrance "is a balance between naturals and synthetics. Naturals give richness and roundness; synthetics, backbone and sparkle." Hundreds of new perfumes are put on the market every year. Of these, few become successful. It's a risky business. A company introducing a new scent can easily run through a budget of 20 million dollars. Profits, however, can be very high. One successful fragrance, CK ONE from designer Calvin Klein, made 250 million dollars in its first year.