The Scent of the Future

25/07/24

Generation Alpha, born between 2010 and 2025, is coming of age in a world where luxury is increasingly accessible and desirable. One surprising trend emerging among this cohort is their growing interest in expensive, high-end fragrances, regardless of their gender.

Forget the overly keen spritz of Lynx or a floral body mist for teens, Gen A views expensive perfumes not just as beauty products, but as status symbols and forms of self-expression. Social media platforms like TikTok and Instagram have fuelled this trend, with 'fragrance influencers' (yes! they are now a thing) showcasing their collections of bottles and brands, and then giving their personal reviews.

Gen A want to stand out in the world of mass produced goods and they realise that scent is a powerful way to create memorable moments in this experience economy. FOMO is driving their desire to keep up with peers and trends which is increasing some of these luxury purchases.  Growing up in a hyper-connected world, Gen A is constantly exposed to luxury brands and lifestyles through social media and influencer marketing which they were exposed to from birth so their exposure to sophisticated goods and messaging is unobstructed.

So, what is the future of scent for this olfactory-savvy consumer?

We know that right now florals - both flavours and patterns are trending and consumers seem happy with the traditional perfumes of patchouli, tuberose and vanilla combinations but a whole new area of fragrance is being explored by perfumers around the world. The rise of morbid and unpleasant scents is infiltrating the niche and high-end fragrance market.

In recent years, there has been a noticeable increase in the popularity and prevalence of scents associated with death, decay, and other traditionally unpleasant aromas such as cigarettes, faeces and camphor. This trend spans multiple industries, from niche perfumes to home fragrances to experiential art installations. Several factors appear to be contributing to this phenomenon of this olfactory shift towards the macabre. Firstly, consumers are seeking novel sensory experiences in a world saturated with pleasant, crowd-pleasing scents and some are craving more intense and unusual olfactory moments. By exploring such aromas, society is becoming more open to discussing previously taboo topics like death and decay. The growing interest in engaging with these themes through sensory experiences provides a visceral way to confront truth and mortality.

Artistic expression and scientific advances have enabled perfumers and artists to challenge mainstream scents as a form of creative expression, pushing the boundaries of what's considered acceptable or desirable in fragrance and more accurately capture and reproduce highly complex odours. 

Examples of this trend include perfumes intentionally designed to smell like decomposition, candles scented to mimic the odours of a crime scene, and art installations that use scent to evoke feelings of unease or revulsion. While niche, these products are finding an audience among consumers and critics looking for more provocative sensory experiences.

Here are a few of the brands offering scents which will help you stand out in the crowd:

The British cult brand Cursed has produced four bottles of scent: From Hell, Pretty as Poison, Crystal Ritual and Death's Elixir. 

Some of the company copy about the perfume says:

A complex elixir crafted by Death’s hand. Those brave enough may manifest their deepest desires yet bind their soul with an eternal debt.

... Base notes of Sweet Amber and Oakmoss evoke the scent of ancient tombs, while Patchouli and Vetiver emanate an earthy essence, somewhat reminiscent of graveyard soil.

The perfumes creator described the olfactory journey as 'evoking imagery of sharp blades, metal chains, and spilled blood'

Or maybe the perfume by Oddity called Dead Air by master perfumer Mark Buxton, might be more your preference. Journalist Bee Beardsworth wrote the following about her experience of the fragrance, 'Dead Air opens with a salty sea smell bound with complex spices before rapidly acquiescing to a sticky pine needle green and woody bark. It immediately reminds me of snapping twigs in my hands whilst walking in a gloomy forest alone, followed by the musky sourness of the liquid a ladybug secretes on you when they feel threatened, and an almost intangible sadness of being by the cold ocean at night, alone'. 

But smells of grief and death maybe too much for a novice, so how about a gateway fragrance like Hinoki Shower by BTSO, redolent with notes of notes of camphor, turpentine and cigarettes to evoke the aroma of rural bath house in Japan.

A more gentle introduction to tear you away from the mainstream scents might be Ohsphalte by Ohtop which is developed to combine the urban notes of asphalt, concrete and fresh hides of suede.

An early adopter of this trend was created in 2017 by Beaufort of London - the brand created by Leo Crabtree (who you might know as the drummer in the Prodigy) in collaboration with the perfumer Julie Dunkley. The fragrance was inspired by the naval history of Britain and his own childhood growing up on a farm. The initial scent of Iron Duke is urinous, like fresh cow manure with metallic notes of cannons and machinery.

One, thing we always know about perfume is that it smells different on everyone and to everyone. It's a personal preference and the olfactory journey is one we ultimately take alone.

 

 

 

 

 

New Blog Post

30/04/24

The Scarcity Paradox: From Luxury to Empty Plates

Scarcity is not a one-size-fits-all experience.

For those struggling to make ends meet, the focus is on creating abundance. In the current economic climate, with inflation and limited public services, the number of households experiencing food insecurity has soared. Parents are skipping meals to feed their children, and food banks are struggling to keep up with the growing demand.

On the flipside, scarcity is often employed as a strategic tool to elevate perceived value and desirability. Limited editions, exclusive releases, and waitlists create an aura of rarity and prestige around products, driving up demand and prices. We have seen this most frequently in the world of luxury goods but it’s been happening in the food business for years.

For those who are tired of the chocolate overkill cakes, the drip cakes, the themed cakes, the piñata cakes and every other kind of decadent party offering – the next new thing is always something to be sought after to wow the friends and guests at any occasion.

One recent edition to this exclusivity club is the California-based cookie brand Last Crumb who sell limited edition cookies in boxes of 12 for $160. The cookies themselves are individually wrapped and branded with clever puns and creative ingredients combinations such as Donkey Kong, a banana cream pie cookie with marshmallows, thick banana crème patisserie, white chocolate chips, vanilla wafer and real banana pieces, or the James Dean, with the back story about the red head who turned down an Oreo milkshake from the actor, back in the day. The cookie itself has malt balls, cocoa, Oreos, white and dark chocolate inclusions.

The in-box instructions suggest that the cookies are microwaved and eaten in a precise pattern of sitting, studying, sniffing, sharing and savouring. And savour you must, because each delicious cookies costs about £12 and the waiting time to receive a delivery can be up to 12 months. With new recipes and cookies dropping all the time, Last Crumb keeps the affluent consumer craving for more.

The Last Crumb presentation box of 12

The booklet with all the info of how to eat and flavours in detail

Not Today Mr Muffin Man

Donkey Kong - banana cream pie with extras

Everything But The Candles - instead of a cake?

Personal Freedoms in the Future

29/04/24

The Erosion of Personal Freedoms: Masquerading as Safety Measures

In recent years, there has been a concerning trend towards the erosion of personal freedoms across various domains. From international treaties to domestic policies, the delicate balance between individual liberty and societal regulation seems to be increasingly tilting in favour of the latter. Oh oh.

And although our daily preoccupations remain earthbound, there is a whole other ‘world’ of legislation and future potential that few of us think about, unless we happen to watch a sci-fi film or hear of a rocket launch to space.

In fact, what is going on in space? Why should we care? Does it matter?

The Outer Space Treaty of 1967 was a landmark agreement that sought to prevent the militarization of space and ownership of surface or subsurface of the moon or area in relation to it. This was to ensure that space and the moon was used for peaceful purposes. While the treaty's intentions were noble,  not every nation signed the agreement and there are countries and continents which still haven’t agreed to the terms. Those include Africa, Latin America, China and India. As we look towards a future where space travel and colonization become more feasible, it is crucial to ensure that the spirit of discovery and individual freedom is not overshadowed by space wars and weaponised control. It's my prediction that our next world war will be a space war, fighting for the control of all communications, satellites and global domination. Just like the movies!

On the domestic front (UK), proposed smoking bans and increasing restrictions on tobacco use have sparked debates about personal choice and government intervention. While the health risks of smoking are well-established, the question remains whether it is the role of the state to dictate personal lifestyle choices. The slippery slope argument suggests that if we allow the government to regulate smoking, it opens the door for further intrusions into other areas of our lives.

Perhaps most concerning is the rise of laws that seem to infringe upon fundamental human rights, such as free speech and bodily autonomy. The growing trend of "cancel culture" and the silencing of dissenting opinions under the guise of hate speech legislation is a worrying development. It threatens the very foundation of a free society, where open discourse and the marketplace of ideas are essential for progress and understanding.

Similarly, the ongoing debate around abortion rights highlights the tension between individual autonomy and state control over women's bodies. The overturning of Roe v. Wade in the United States and the increasing restrictions on reproductive rights in many countries represent a significant erosion of personal freedom and a troubling precedent for government overreach.

As we navigate an increasingly complex world, it is essential to remain vigilant against the gradual erosion of our personal freedoms. It happens under our very noses and often we are consenting by the very fact we don't even know! While some regulations and laws are necessary for the functioning of society, we must be cautious not to sacrifice individual liberty on the altar of perceived societal benefits. The path towards a more controlled and less free society is a slippery slope that we must resist. We will lose free speech, the right to protest and ultimately, we will no longer have a voice.

It is the responsibility of every person to defend their rights and as we have already seen, this can spark hatred and public criticism. How else can we hold governments accountable? We must engage in open and honest discussions, challenge laws that infringe upon our freedoms, and work towards a future where individual liberty and societal well-being can coexist harmoniously.