Did you know that even the massively popular IFF Ionone Alpha is only around 60% pure? The rest is comprised of the more woody Beta ionone as well as various isomeric 'seconds' which may not necessarily align with the character of the pure alpha isomer. Even the fiendishly expensive Givaudan 90% version is exceeded by this product. Personally, I think of it like the platonic form of alpha ionone, unsullied by sharpness and instead left delightfully rounded, like the most innocent of Victorian violets.