Earlier in the year, Nue Co. launched what's referred to as a 'functional perfume' -- meaning a fragrance that serves a purpose that extends further than providing a nice smell -- now, the brand is back with another iteration, this time offering a perfume that can reduce stress and anxiety.
One of the main ingredients of the perfume is replicates phytoncide, which is a compound emitted by trees that has been scientifically linked to lower anxiety levels in human beings. The new scent has been aptly named FOREST LUNGS, and aims to replicate the healing benefits of nature. According to the brand, "Medicalizing nature might seem like something that is farfetched, yet it is happening today. We have never been less connected to nature, but we have never needed it more."
Image Credit: Hannah Rose
What's Driving This Trend
- Functional Perfumes
- Opportunity for perfumes that serve a purpose beyond fragrance, such as reducing stress and anxiety.
- Replicating Nature's Healing Powers
- Potential for products that harness the healing benefits of nature, such as phytoncide from trees.
- Medicalizing Nature
- Emerging trend of using natural compounds in products to improve health and well-being.
Who This Affects Most
- Perfume
- Perfume brands can explore functional fragrances to cater to consumers seeking stress-relief benefits.
- Health and Wellness
- Opportunity for the health and wellness industry to incorporate natural compounds in products for anxiety reduction.
- Personal Care
- Personal care brands can tap into the trend of medicalizing nature by offering products that replicate the healing benefits of nature.
