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Mass Persuasion: The Rise of a Viral Fragrance

Do you think picking a new fragrance is just about personal taste? Think again.

I used to believe that picking a scent was simply about what I liked or didn’t like. But over time, I’ve realized that there are hidden influences that shape our choices—especially when it comes to popular perfumes.

Take Le Labo’s Santal 33, for example - a fragrance that went viral in an unexpected way.

Santal 33 started as a niche perfume, something unique and not known by many. But today, you can smell it everywhere, from the busy streets of New York to quiet Paris cafés and London pubs. This fragrance didn’t just attract fans. It sparked an obsession, becoming a social and cultural scent symbol.

But why? There’s no doubt that Santal 33’s blend of creamy sandalwood, cedarwood, cardamom, violet, leather, and papyrus smells great. It’s a fragrance that seems to connect with people who see scent as a part of their identity. But its success goes beyond just the way it smells.

Santal 33’s rise in popularity shows how a fragrance can speak to our desire for connection, self-expression, and even a bit of rebellion against mainstream brands and trends. 

In emotional fragrance design, our goal is to make scents that connect with people on an emotional level. Santal 33 does this perfectly - it’s much more than another nice scent. It reflects a part of our culture, helping people express their values and feel connected to others.

Scent as a status symbol

Almost anything can go viral today, from dance moves to new shoes and videos. Fragrance might seem too personal to be part of these trends, but Santal 33 proves otherwise. This scent didn’t just become popular - it became viral. Because it represents a modern blend of individuality, connection, and identity.

Like other viral products, fragrances that capture the cultural essence combine sensory appeal with social signals. It’s not enough for a scent to smell good—it has to mean something. Santal 33 achieves this by being unisex and minimalist, fitting with today’s values of inclusivity and individuality. It speaks to people who want to feel unique but also part of something bigger.

A fragrance for all

One reason for Santal 33’s appeal is that it doesn’t stick to outdated “masculine” or “feminine” labels. People are moving away from strict gender labels, preferring scents that feel inclusive. Santal 33 captures this trend, connecting with apeople who value individuality and authenticity.

As it crossed traditional gender limits, Santal 33 became more than a fragrance. It became a symbol of self-expression and a marker of shared values.

The “Tribe” effect

Santal 33’s popularity also highlights the power of “social proof.” Social proof is the idea that we look to others to decide what’s valuable, especially for lifestyle choices. Fragrance, though very personal, becomes public when we wear it around others. When we notice the same scent on people we admire, it starts to signal a desired quality or status.

At first, those who wore Santal 33 felt like it was unique and personal. But as more people noticed it, its popularity grew. Influencers, celebrities, and regular people embraced it, creating a kind of “scent tribe.” For many, wearing Santal 33 became less about the specific notes and more about belonging to a community.

As the fragrance spread, more people wanted it - not only for the scent itself but because seeing others wear it confirmed its appeal. Santal 33 became a form of “social currency” - a way to feel part of the in-crowd.

Niche no more:

Santal 33’s rise followed a familiar "viral" pattern:

1. Trendsetters – The first to wear it, making a bold, individual statement that set the tone.
2. Influencers – Quick to embrace the trend, attracted by its unique appeal and wanting to boost their credibility.
3. Followers – Motivated by the excitement, they joined in, seeking a sense of belonging in the “in-crowd.”
4. Crowd Joiners – Pulled in by the influence of celebrities and friends, they jumped on the trend for the sense of belonging.
5. Late Followers – Those who joined in once the fragrance became widely accepted, finding comfort in the safety of the crowd.

This path shows how viral fragrances spread, combining the allure of the scent with the power of social influence.

Sometimes I wonder if we'll ever see another fragrance capture the zeitgeist quite like this.

Santal 33 arrived at just the right time.  Minimalist style was popular and gender-fluid fashion was going mainstream. Its simple bottle and famous label fit the “anti-luxury luxury” vibe. The unisex scent matched new ideas about gender, and its niche brand made it feel special in a world looking for unique fragrance experiences. More than just a nice scent, Santal 33 came to represent a community and a cultural moment - the perfect scent for its time.

A shared identity

At its core, the need to belong is powerful. We crave connection and shared experiences. When a fragrance like Santal 33 gains social acceptance, it becomes more than a pleasant scent—it’s a “ticket” into a group, a symbol of connection.

Understanding this has changed how I see fragrance. Beyond self-expression, fragrance can be a signal of belonging, a way to feel connected in a world that values individualism. Scents like Santal 33 attract us not only because they smell good but because they let us join in a shared cultural story.

Is your fragrance choice truly yours?

Next time you pick a fragrance, think about why you like or love it. Is it just the scent, or is something else at play? Are you choosing it to express yourself, or are you being influenced by the people and trends (mass persuasion) around you?

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