Category
Art & Design
Oven Aesthetics
Trend cluster
Category
Perfumed
Nostalgia
Brands seek to evoke memories in order to build connections.
4.4
Trend score
Trend
What is the Perfumed Nostalgia trend?
Perfumed Nostalgia: The use of scent is one of the most powerful ways to evoke memories and brands are taking advantage of that fact. Whether capturing milestones or connecting with emotions, the familiarity that is associated with scents is being captured in fragrant products. These businesses take customization one step further into personalization that replicates familiar experiences–which ultimately initiates intimate connections between the brand and the consumer.
Trend themes
Themes within the Perfumed Nostalgia trend
Three behaviours holding the trend together01
Personalized Scents
Brands are seeking to build intimate connections with consumers through the creation of customized fragrance products based on familiar experiences
02
Social Media-Inspired Fragrances
New brands engage with millennials who expect personalized products by developing unique scents based on personal data harvested from social media, conceptualizing new packaging and presentation designs that utilize similar motifs and color schemes
03
Emotion-Based Shopping Experience
Retail spaces reiterate the importance of scent in evoking memories and stimulate various functions related to emotions, with a new shop layout organized by emotion and consumer mood rather than fragmented by gender, notes and brands
Industry implications
What the Perfumed Nostalgia trend means for industry
Where the trend changes the playbookFor
Personalized Consumer Goods Industry
Consumer product creators can afford the opportunity to create customized goods for consumers who crave familiarity and personalized experiences wrapped in company branding.
For
Social Media Marketing Industry
Businesses and marketing firms will invest more in gathering personal data and trends from consumers on social media to create products that mirror their customer base's preferences, trend their brands with user data and continue building a loyal customer base.
For
Experiential Retail Industry
Retail stores of the future will be similarly designed to the Shop of Feelings' concept which focuses on experiences as much as purchasing goods and service. Boutiques and pop-up installations will offer curated immersive experiences that aim to evoke distinct emotions in a consumer.
Workshop question
What elements of branding would need to be tweaked if you were to engage your consumers on an emotional basis?
Trend signals
Trend signals for Perfumed Nostalgia
Trend score 4.4 out of 10, from popularity 67%, activity 58%, freshness 8%.
Popularity67%
Activity58%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Perfumed Nostalgia trend
5 featured examples from Dec 27, 2017 to Nov 7, 2018CategoryFashion
Social Media-Inspired Fragrances
The Instance Fragrance Concept Uses Instagram for Personalization
The fragrance industry can capitalize on the demand for personalized scents by leveraging technology and data to create unique fragrance formulations.
CategoryMarketing
Evocative Perfume Pop-Ups
The Perfume Shop's 'Shop of Feelings' Has Consumers Explore By Emotion
Beauty retailers and perfume companies can create immersive and educational experiences for consumers by organizing product inventory by emotions and scents.
CategoryFashion
Wedding Season Perfume Samplers
Sephora Has Launched a Wedding Day Perfume Sampler
Retailers across the industry can leverage innovative fragrance samplers to sell upscale products and attract new customers.
CategoryFashion
Hand-Crafted Fragrance Boutiques
Le Labo Sells Unique Unisex Scents That are Crafted in Canada
Emerging fragrance companies can disrupt the established market by offering personalized, ethical, and eco-friendly alternatives to traditional perfume brands.
CategoryFashion
Lyrical Perfume Collections
'Art Meets Art' Stirs the Senses with Song, Fragrance and Memory
Disruptive innovation opportunity for fragrance brands to explore the intersection of music and scent.
