Category
Lifestyle
Assisted Choices
Trend cluster
Category
Aromatic
Immersion
Consumers embrace sensory-driven fragrance shopping experiences.
4.5
Trend score
Trend
What is the Aromatic Immersion trend?
Aromatic Immersion: As retail brands look to create engaging concepts that compete with e-commerce alternatives, many sensory-driven fragrance shopping experiences have begun to emerge. Often placing an emphasis on scent with a lack of decor, such retail concepts mimic the multi-sensory demands of modern foodies, who gravitate toward multi-level engagement. Implementing this in the brick-and-mortar space creates in-store experiences that recall that of the luxury fashion space.
Trend themes
Themes within the Aromatic Immersion trend
Three behaviours holding the trend together01
Sensory-driven shopping experiences
Many retail brands are looking to create engaging concepts that compete with e-commerce alternatives and are often implementing sensory-driven fragrance shopping experiences to enhance the brick-and-mortar space.
02
Multi-sensory engagement
Modern consumers are gravitating towards multi-level engagement, which is reflected in sensory-driven fragrance shopping experiences and scented film screenings.
03
Artful scent-based experiences
Many brands are now creating artful scent-based experiences for consumers because the ties between emotion, memory and scent are so strongly linked, as seen in fragrance-themed tea services and experimental perfume pop-ups.
Industry implications
What the Aromatic Immersion trend means for industry
Where the trend changes the playbookFor
Retail
Sensory-driven shopping experiences are revolutionizing the retail industry by engaging customers in multi-sensory experiences beyond the typical in-store shopping experience.
For
Film and entertainment
Scented film screenings are revolutionizing the consumer entertainment experience through the incorporation of multi-sensory elements.
For
Hospitality
Fragrance-themed tea services are revolutionizing the traditional afternoon tea experience in the hospitality industry, creating a more memorable and sensory experience for customers.
Workshop question
When consumers shop for your products/services, how can you engage them by incorporating new sensory immersion?
Trend signals
Trend signals for Aromatic Immersion
Trend score 4.5 out of 10, from popularity 59%, activity 69%, freshness 8%.
Popularity59%
Activity69%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Aromatic Immersion trend
6 featured examples from Oct 9, 2015 to Nov 28, 2017CategoryArt & Design
Observatory Scent Labs
The Joya Studio Lets Consumers Witness the Fragrance-Making Process
Fragrance manufacturing companies can take advantage of the trend of offering transparent brand experiences by opening up their production facilities to customers, thus building t…
CategoryLuxury
Fragrance-Themed Tea Services
London's Hotel Café Royal is Now Hosting a Diptyque Afternoon Tea
Luxury hotels and restaurants can create exclusive fragrance-themed experiences that attract high-end customers and differentiate themselves from competitors.
CategoryFashion
Luxe Perfume Libraries
Hermes' Newest Perfume Boutique Embodies Exclusivity
Disruptive innovation opportunity: Elevate the perfume retail experience by focusing on exclusivity, personalized packaging, and collaborations with renowned architects and design…
CategoryBusiness
Immersive Fragrance Boutiques
This Arielle Shoshana Store Offers a Niche Shopping Experience
A fragrance industry that is ripe for new innovations that change the way we think about purchasing scents.
CategoryMarketing
Experimental Perfume Pop-Ups
Cartier's 'ONSI' is a Cube That Imagines the "Scent of the Sky"
Incorporating artful scent experiences to enhance the luxury retail customer journey and create immersive brand experiences.
CategoryMarketing
Scented Film Screenings
Lush Cosmetics' Immersive Theater Event for Christmas is Multi-Sensory
Opportunity for film exhibition companies to differentiate themselves by offering multi-sensory screenings that enhance traditional film-viewing experiences.
