Icelandic outerwear brand 66°North teamed up with Reykjavík-based Fischersund Perfumery to launch Jöklalykt, a fragrance that was inspired by the haunting future of glaciers. This limited-edition perfume is described as one that "celebrates the unique smell that can only be experienced when long dormant earth and all the things that have been buried beneath the ice come into contact with the fresh, cold air."
Jöklalykt is distinguished by notes of fresh air, Geosmin, wet dirt and petrified wood. This limited-edition scent can be used as either a room spray or a personal perfume, and it's packaged with a scarf that maps Iceland’s biggest glacier, Vatnajökull.
To announce this striking scent, the brands created in-store installations that tell the harrowing story of shrinking glaciers.
Haunting Glacial Fragrances
Jöklalykt is an Ode to Disappearing Icelandic Glaciers
Trend Themes
1. Celebrating-ancient-scents - A trend of celebrating the unique scents that result from the melting of long dormant earth and buried objects with fresh cold air, such as Jöklalykt's fragrance inspired by disappearing glaciers.
2. Multi-functional-fragrance - A trend of fragrances that can be used as both a room spray and a personal perfume, like the versatile Jöklalykt scent by 66°North and Fischersund Perfumery.
3. Storytelling-installations - A trend of using in-store installations to tell impactful stories, such as the harrowing tale of shrinking glaciers showcased by 66°North and Fischersund Perfumery.
Industry Implications
1. Fashion-apparel - The fashion apparel industry can explore incorporating unique scents that symbolize disappearing natural landscapes, like 66°North's collaboration with Fischersund Perfumery to create Jöklalykt.
2. Perfume-cosmetics - The perfume and cosmetics industry has the opportunity to develop multi-functional products that can be used as both room sprays and personal perfumes, similar to Jöklalykt's versatile fragrance.
3. Retail-visual-merchandising - Retailers can leverage in-store installations to tell impactful stories and create immersive experiences for customers, following the example set by 66°North and Fischersund Perfumery with their shrinking glaciers display.