ANNE: People often pick a scent that reminds them of a positive memory, a relative, any association that brings them back to a joyous time. A lot of the way we feel about scents is through learning and we see this even in infants. If a mother has a preference for a certain scent when pregnant, the baby will respond positively to that scent once born!
It’s worth noting these positive associations are extremely personal and can differ in different cultures depending on the environments you’ve been exposed to. Your brain gets used to smells around you which is why you may no longer smell your favourite perfume, fabric softener or clothes.
SUZY: We’re noticing an increasing number of people exploring ‘niche’ (smaller, independent and artisanal) houses. People want to smell unique, so we are seeing lots of bespoke blends, and even bigger brands offering personalised services and personality-led quizzes to ‘match’ people to their perfect scent.
Our own Fragrance Finder computer algorithm at the Perfume Society uses key emotion-based words along with the fragrant ingredients listed, to help guide people to discovering six new fragrances based on a current favourite. Because finding a new fragrance isn’t just about how you want to smell, it’s about how you want to *feel*. Gendered fragrances are a marketing construct – men and women both happily wore violet and rose and musk and orange blossom for centuries. And now we’ve seen the majority of niche houses move away from ‘men’s’ or ‘women’s’ classifications, even going beyond the ‘unisex’ term and preferring ‘gender-less’ or ‘gender-free’. Guerlain called their Lui fragrance ‘gender fluid’ while Gucci described their Mémoure d’Une Odeur as ‘gender-neutral.’