At a time when days feel especially mundane and monotonous, new fragrances represent the start of a new chapter, with all the possibilities that entails. By taking a moment to select and spritz a scent ahead of yet another online meeting, we feel more presentable, a little sharper and way more self-assured.
Science backs this up. According to data from the Sense of Smell Institute, the research and educational division of the perfume industry's Fragrance Foundation, scent can have positive effects on mood, stress reduction, sleep enhancement, self-confidence, and physical and cognitive performance.
And because they’re so subjective, fragrances elicit a different kind of mood boost in different people, another reason for their popularity at this moment in time, when we all want to enhance our moods and feelings.
For many of us, perfumes and home fragrances, which many luxury brands now offer, have become the perfect personal luxury to indulge in. According to an analyst at market research consultancy Kline & Company, home scent products transformed from a ‘desirable purchase’ to a ‘quarantine essential’ during the pandemic. What’s more, personal or home fragrances are always appropriate gifts for others. Thanks to their evocative characteristics and ability to soothe, fragrances make the perfect ‘Thinking of You’ tokens to send to loved ones.
And then there’s the practical aspect behind the growing demand for these pleasurable concoctions. Whether you're wearing it or appreciating it, perfume is one of the only beauty products that doesn't require touch — a winning quality in the ‘new normal’ we all find ourselves in. Yet, even at a safe two-metre distance, scent gives us a proximity to others when we need it most.
As the world slowly reopens and we begin to dust off our makeup, chances are the scents we’ve come to love won’t be going anywhere. If anything, they’ll continue to form a big part of our beauty regime.
As Coco Chanel famously said, ‘No elegance is possible without perfume. It is the unseen, unforgettable, ultimate accessory.’ We couldn’t agree more, but in a post-pandemic world, we’d add that perfume is also a powerful reminder of life’s small pleasures, the ultimate comforter and a magic confidence booster.