# Perfumed Nostalgia Brands seek to evoke memories in order to build connections. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Aug 16, 2016 | Category: [Art & Design](https://www.trendhunter.com/pro/category/modern-art-and-design-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/perfumed-nostalgia ## Key Figures - Trend score: 4.4/10 - Evidence articles: 5 ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Dec 27, 2017 to Nov 7, 2018 - Published: Aug 16, 2016 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Personalization](https://www.trendhunter.com/megatrend/personalization) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Perfumed Nostalgia trend ### Personalized Scents Brands are seeking to build intimate connections with consumers through the creation of customized fragrance products based on familiar experiences ### 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 ### 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 ## What the Perfumed Nostalgia trend means for industry ### For 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 for Perfumed Nostalgia Trend score 4.4 out of 10, from popularity 67%, activity 58%, freshness 8%. - Popularity: 67% - Activity: 58% - Freshness: 8% ## Examples of the Perfumed Nostalgia trend 5 featured examples from Dec 27, 2017 to Nov 7, 2018. - [Social Media-Inspired Fragrances](https://www.trendhunter.com/trends/fragrance-concept): The Instance Fragrance Concept Uses Instagram for Personalization (Category: Fashion) Implication: The fragrance industry can capitalize on the demand for personalized scents by leveraging technology and data to create unique fragrance formulations. - [Evocative Perfume Pop-Ups](https://www.trendhunter.com/trends/shop-of-feelings): The Perfume Shop's 'Shop of Feelings' Has Consumers Explore By Emotion (Category: Marketing) Implication: Beauty retailers and perfume companies can create immersive and educational experiences for consumers by organizing product inventory by emotions and scents. - [Wedding Season Perfume Samplers](https://www.trendhunter.com/trends/wedding-day-perfume-sampler): Sephora Has Launched a Wedding Day Perfume Sampler (Category: Fashion) Implication: Retailers across the industry can leverage innovative fragrance samplers to sell upscale products and attract new customers. - [Hand-Crafted Fragrance Boutiques](https://www.trendhunter.com/trends/le-labo): Le Labo Sells Unique Unisex Scents That are Crafted in Canada (Category: Fashion) Implication: Emerging fragrance companies can disrupt the established market by offering personalized, ethical, and eco-friendly alternatives to traditional perfume brands. - [Lyrical Perfume Collections](https://www.trendhunter.com/trends/art-meets-art): 'Art Meets Art' Stirs the Senses with Song, Fragrance and Memory (Category: Fashion) Implication: Disruptive innovation opportunity for fragrance brands to explore the intersection of music and scent. ## Recent trend clusters - [Oven Aesthetics](https://www.trendhunter.com/protrends/decorative-casserole-dishes) (Art & Design) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) ## Trending in Art & Design - [Park-Model Tiny Homes](https://www.trendhunter.com/trends/park-model-tiny-homes) - [Handmade Craft Tradeshow Initiatives](https://www.trendhunter.com/trends/ny-now-handmade-division) - [Recycled Neon Light Sculptures](https://www.trendhunter.com/trends/encore-encore) - [Electrically Powered Airline Seats](https://www.trendhunter.com/trends/premium-economy-seat) All articles: [Art & Design](https://www.trendhunter.com/artdesign)