MORE THAN A NICE SCENT!
Newsletter No.19
29.02.24
Welcome Video:
Welcome to the 19th issue of More Than A Nice Scent
Hello dear readers!
Are you ready to sniff out the future of scent?
In this edition, we'll be exploring the exciting world of discovering and creating fragrance trends.
Trendsetting isn't just about what's new today. It's about predicting the impact of the scent emotions we'll desire tomorrow.
In addition to sharing my latest rough draft, I'm reaching out with a special opportunity that I'm thrilled to share with you.
I'm inviting you to become a part of my beta reading team. Whether you're a perfumer, evaluator, marketer, or a fragrance enthusiast, your insights and feedback are invaluable to me.
What's Involved?
- You'll receive a chapter of the book to read at your leisure.
- Share your thoughts on clarity, engagement, emotional impact, and any suggestions you might have.
- Your feedback will directly influence the final version of the book, making it a resource we can all be proud of.
Why Join?
- Be the first to read new content and contribute to the creation of a groundbreaking book in the fragrance industry.
- Receive a special mention in the book's acknowledgments (if you wish).
- Gain free exclusive access to special future content created just for our inner circle.
If you're interested in giving honest and constructive feedback, please fill out the form below to sign up. The fragrance world is vast and varied, and your unique perspective will help shape a book that truly represents our community; your voice matters!
Once again, thank you for joining me on this adventure!
With Warm Regards,
Scott
Listen here for an AI audio review of my book's introduction:
The latest rough draft:
The Emotional Essence of Trendsetting
Imagine the possibilities if we knew what kind of fragrances people would want in the future.
I believe great brands & perfumers don't chase trends - they make them.
With emotional fragrance design, we can create fragrances and scented products that rise above fads and trends. We should strive to make new classics that stand the test of time.
But how do you make these iconic perfumes? And how can emotional fragrance design influence future scent trends?
In my opinion, too many brands follow trends instead of understanding what consumers truly want. By chasing fads, they miss the chance to make meaningful connections. But being a true visionary isn't about following the crowd. It's about understanding how scents connect to emotions.
Throughout history, iconic scents have captured the mood of their era by connecting with people's hidden wants, hopes, and dreams rather than following the latest trends.
Today, we have an opportunity to design forward-thinking fragrances by identifying emerging cultural emotions and desires. This empowers us to set trends proactively through emotional insight versus reactively following marketing data.
By having our finger on the pulse of cultural emotions, we can create future fragrance trends that will fulfill peoples' desires for meaning, adventure, unity, indulgence, or any other feeling they wish to experience.
The heart of trendsetting isn't just about what's new today. It's understanding the past and present to predict what kinds of scents and feelings people will want in the future.
Vintage Vibes
Looking back at the history of perfume, we can see how the most iconic fragrances reflected the emotional essence of their time.
These legendary scents bottled the unspoken hopes and dreams of society. In other words, they captured the zeitgeist - their time's distinctive spirit and mood.
Studying these great fragrances of the past gives us valuable clues into how to create hot future trends by understanding how they connected deeply with the culture:
1920s – With its revolutionary blend of aldehydes and abstract floral notes, Chanel No. 5 broke away from traditional single-flower scents to beautifully capture the zeitgeist of female empowerment.
Top notes: Its character-giving, radiant aldehydes evoked feelings of freedom, originality, and limitless potential, reflecting the decade's spirit of breaking from tradition.
Heart notes: The avant-garde floral accord with ylang-ylang, jasmine, and rose centifolia symbolized the modern woman's aspirations for independence and self-expression.
Base notes: Earthy vetiver, sandalwood, and sensual vanilla expressed the dreams of the modern woman, dreaming bigger than ever before.
This elegant, complex floral fragrance encapsulated the emotional essence of the 1920s. It gave women an alluring way to show their new confidence and social freedom. Chanel No. 5 will always be an icon of breaking limits and empowering women.
1930s – With an indulgent floral blend of rich Bulgarian rose and jasmine, Jean Patou's Joy offered an uplifting escape into luxury, beautifully encapsulating the era's spirit of hope during the Great Depression.
Top notes: Bright citrus evoked feelings of elation and optimism, providing respite from the decade's difficulties.
Heart notes: The rich rose and jasmine notes represented femininity, romance, and luxury - contrasting the hard times.
Base notes: Musk, vetiver, and sandalwood channeled nostalgia, keeping beauty and hope alive.
This exquisite floral fragrance, known to be the most expensive in the world, perfectly embodied the spirit of the 1930s era. During this challenging period, Joy gave women a sense of beauty, happiness, and confidence with its luxurious scent.
Preview Alert: In the final version of the book, I will share several more examples of how iconic fragrances have mirrored the emotional essence of culture over the decades..
These iconic fragrances give us a glimpse into how perfumes have resonated with the emotional essence of their time. They influenced mainstream trends by embodying their decades' hopes, dreams, and sensibilities.
Modern Moods
Fragrances are becoming more deeply personal and emotional.
These days, big brands now compete with smaller niche and artisanal brands that offer more creative options for perfume lovers looking for something different and original. This growth in independent fragrances reflects a cultural shift away from conformity. Unique scents help people express themselves beyond mainstream trends and cultural norms.
Etat Libre d'Orange is an excellent example of a niche brand that reflects the changing cultural norms of today's society.
Their daring, gender-less scents empower self-expression beyond the status quo with experimental accords that give people a way to explore their identity through fragrance.
They offer unique and unconventional fragrances with names like Fat Electrician, Jasmine Et Cigarette, and Secretions Magnifiques, catering to those who seek something different from the mainstream.
Their taboo fragrance concepts confront fears and limits, allowing people to push their personal boundaries.
For example, their fragrance You or Someone Like You mixes fresh green notes, crisp mint together with white musk to create an unexpected scent that promotes gender fluidity.
By boldly ignoring industry norms, Etat Libre d’Orange frees individuals to discover fragrances that reflect their unique identities.
At the same time, more and more people are using the internet to learn about fragrances. Social media and YouTube provide access to fragrance education, reviews, and DIY tips, allowing individuals to become at-home perfumers. And the popularity of “scent hacking” is also on the rise, as people layer perfumes, essential oils, and scented products to create specific moods and emotions. These trends show that people want more personalization and customization in their fragrance experiences.
Perfumery is no longer one-size-fits-all. People today want scents that feel personally meaningful, tell their unique stories, and help them intentionally cultivate desired feelings and mindsets.
This rising demand for meaningful scents presents an opportunity to create fragrances that offer emotional benefits beyond simple luxury or sex appeal. Future fragrance trends will continue to reflect the emotional essence of individuals and culture.
The iconic scents of tomorrow can be created when we understand the present cultural spirit.
The Scent of What's Next
Trendsetting in fragrance requires understanding both the emotional essence of the zeitgeist and the unique emotional fingerprints of target consumers.
MAJOR CLIFFHANGER:
The iconic scents of tomorrow will come from understanding both intimate personal emotions and the collective consciousness. In the final book, I will reveal innovative strategies to create iconic fragrance trends that people will love. To be continued!
Visionary emotional fragrance designers excel in tapping into these complex dynamics!
What's Next???
To be honest, I'm not sure yet! So expect the unexpected!
See you again in two weeks!
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[…] in Edition No.19, I wrote about how iconic perfumes represent the emotional essence of their time. Chanel No. 5 […]