BEYOND HEALTH//REAL CONNECTIONS Fragrance 1
AROMA-BIOTIC
LAUREL OUTTERSIDE DE0925
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BEYOND HEALTH
AROMA-BIOTIC
Temperature rising. Heartbeat racing. Lungs contracting. Thoughts spiralling. Breathing quickening. Mind whirling. Confidence plummeting.
STOP. Inhale. Ahh‌ In a chaotic climate where political uncertainty and digital overload has injected anxiety into the population and the ever-growing threats of global warming are weighing heavy on our lungs, we are suffering symptoms of societal-suffocation syndrome. The prescription? 500mg of serenity, two pills of mother nature, and a shot of escapism. Introducing Aroma-Biotic, a new therapeutic direction arising as consumers aim to tackle growing health concerns and inhale a new wave of well-ness.
intoxicating impurities and everyday fragrances will hold the key to the next rescue remedies.As reported by Mintel, millennials are more willing to pay for premium products and services that help them improve their health than any other generation, leaving opportunity for the fragrance industry to step up with a solution. Whilst younger consumers are less willing to spend on commercial goods, the new and improved health benefits of the scent sector hold promise for a new surge in odour consumption. It is forecasted that the Aromatherapy Industry alone will be worth 8 Billion dollars by 2026, and we expect to see elements of this filter through to the broader fragrance industry.
As British millennials show an increasing level of interest in their personal well-being (Mintel, 2016), it is forecasted that odour industry will explore new medicinal ingredients and utilise new technological advancements to work towards building a healthier fragrance future. Intertwining the healing powers of nature with therapeutic releases, we will see new sensory dimensions emerge forging a whole new olfactory experience. Scents will be used to target
OPPOSITE: Aroma-Biotic (C) Laurel Outterside
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Eau de Pollution
Take a whiff when in any urban city and you’ll find notes of sweating pavements, pungent smog and burning rubber. A sensual inhale of global warming. In a land of exhaust pipes where tarnished oxygen threatens to suffocate our lungs and chemical contamination is clogging our veins, consumers are showing an increased awareness of climate change. This means consideration of not only the materials we omit into the environment but the substances our bodies are intaking too.
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OPPOSITE: (C) Laurel Outterside ABOVE: 2015 (C) Juniper Ridge
Juniper Ridge is a perfume brand that extracts fragrance from flowers, plants, bark, moss and mushrooms that are harvested through regular treks through the wilderness. The fragrances are made around campfires and on dirt roads with every batch unique and different from the last.
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With 40% of consumers are interested in fragrances with organic, toxic free ingredients (Mintel, 2016), it is forecasted that we will see more and more brands turning to mother nature for product innovation and inspiration. ABOVE: (C) Laurel Outterside OPPOSITE: (C) Laurel Outterside
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ALL IMAGES: (C) Laurel Outterside
Exploring the use of organic and foraged ingredients
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ABOVE: 2017 (C) Evermore
Luxury home fragrance brand Evermore London offers an ethical approach to aroma, using natural and toxic free ingredients. LEFT AND OPPOSITE: (C) Laurel Outterside
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ABOVE AND OPPOSITE: (C) Laurel Outterside
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In January 2017, Mayor of London Sadiq Khan issued a toxic air alert in London for the first time, based on “very high” pollution levels, designed to ensure that people are aware of the air quality. This is paving the way for a new means of cleansing. Through the nose. Recently there has been an influx in products displaying claims related to pollutants and detoxifying agents such as Herbal Essence’s Daily Detox range (Mintel, 2016). There is a suggestion that there is an increased interest in using air care products to freshen up homes, with the potential for scents promoted as ‘fresh’ or ‘clean’ to provide an alternative to the outside air. ABOVE: 2016 (C) Medicinenet.com OPPOSITE: (C) Laurel Outterside
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2. STRESS ‘N’ SNIFF
With mental health campaigns gaining speed and current trends in mindfulness and meditation on the rise, personal well-being is becoming a priority on society’s agenda. There is an opportunity for the fragrance industry to provide immersive and therapeutic sensory experiences to relive society of their tensions and everyday worries. PREVIOUS AND OPPOSITE: (C) Laurel Outterside
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ABOVE: 2016 (C) TheNextWeb.com OPPOSITE: Manipulated by Laurel Outterside
Olly - the web connected smelly robot, releases perfume extracts upon the notification of emails, texts and notifications, helping to relieve stress through fragrance, whilst at work. 24
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SCENT SPA SIT BACK AND RELAX
ABOVE AND OPPOSITE: Manipulation by Laurel Outterside
In an environment where consumers are choosing experiences over shopping (Mintel, 2016), the fragrance industry will respond to the increasing demand for enhanced store experiences and incorporate immersive aura experiences. 26
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PREVIOUS: (C) Laurel Outterside ABOVE: Manipulation by Laurel Outterside
Medicinal herbs, and natural ingredients will be sourced for their anxiety-busting , stressrelieving attributes. 30
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ABOVE AND OPPOSITE: (C) Laurel Outterside
THE SCENT SPA. An exploration into the therapeutic qualities of scents 32
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PERSONAL PERFUMERIE
PERSONAL PERFUMERIE
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Real Connections Personal Perfumerie
Dear diary, The overcrowded brand marketplace and constant advertising through the digital world has left consumers searching for a real connection. Customers want a more authentic and emotional sensory reality that allows them to express their individuality with personal products leaving perfumers with the opportunity create concoctions that lay claim to authenticity.In response to this intimate infatuation, we are seeing a desire for custom-blended scents and aromas that distill our dearest recollections. Journeying back to the basic human principles of lust and individuality, we will see perfumes bottle up memories to introducing notes of nostalgia, candles will ignite our emotions, en-flaming our passions and diffusers release our deepest desires to create a myriad of stimulating sensory signifiers. Grant Osborne, founder of award-winning fragrance forum Basenotes, has seen a rising interest in niche fragrance playing out within the global fragrance industry, “Perfumistas love the niche brands as they offer fragrances that aren’t run of the mill. The appeal is finding something that no one else knew about.” However, as reported by Mintel, “36% of consumers are interested in custom-blended fragrances however the prices are too high.” Could we see a journey back in time to the prohibition era, where customers will begin crafting their own aromas and infusing their own incenses? Whilst consumers have embraced the influx in freaky food trends, this new direction will see odours venture to new extremes, infusing incenses with an eclectic mix of our favourite quirks. Handcrafted fragrances and unique scents could curb the craving for a personal scent that expresses your individual tastes and offer an engaging breathe of fresh air at a time when much of the mainstream perfume offer has become stagnant.
OPPOSITE: Personal Perfumerie (C) Laurel Outterside
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Infused Idiosyncrasy
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ALL IMAGES: (C) Laurel Outterside 2017. TIPEX
Investigation into the addictave and attractive qualities of common place objects that can be used to craft scents at home. 40
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ABOVE: 2016 (C) Jo Malone
In-store tapas bar in Jo Malone, allowing customers to cultivate signature scents
ABOVE: (C) Laurel Outterside RIGHT:
The Experimental Perfume Club, founded by industry insider Emmanuelle Moeglin, is a micro perfumery and open-access perfume laboratory, driven by the millennial consumer’s desire to create and learn more about fragrance. 44
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ABOVE AND OPPOSITE (C) Laurel Outterside RIGHT:
Customade curates fragrances designed to be mixed together to create a unique scent. 46
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ABOVE AND OPPOSITE: (C) Laurel Outterside
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Cognitive Cologne “Fragrance is my language for translating the world. It is how I see and capture many memories of my family and friends or special moments in time.� - Jo Malone
ABOVE AND OPPOSITE: (C) Laurel Outterside
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ABOVE AND OPPOSITE: (C) Laurel Outterside
Exploring the basic principles of human emotion and attraction through the use of pheramones.
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BELOW AND OPPOSITE: (C) Laurel Outterside
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“BAKING IN THE KITCHEN ON A SUNDAY AFTERNOON WITH GRANDMA” - Hannah Page
“If only there could be an invention that bottled up a memory like a scent. And it never faded and it never got stale. And then, whence wanted it the bottle could be uncorked and it would be like living the moment all over again.” - Daphne du Maurie 56
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“OUR FIRST DATE WAS AT THE CINEMA WATCHING 13 GOING ON 30 WITH BAG OF CINEMA SWEET POPCORN AND BOX OF LIQUORICE” -Rachel Hunter
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OPPOSITE: (C) Laurel Outterside ABOVE: 2015 (C) Lush Cosmetics
As consumers crave a more personal approach to retail, niche brands will seek to stand out from the crowd, and we can expect to see more pop up and experience driven retail concepts as well as personalised service offers. We can look toward exhibitions such as Lush’s Pop-Up scent cinema and innovative retailing such Selfridges Fragrance Laboratory for inspiration. 59
OPPOSITE AND BELOW: (C) Laurel Outterside
“WE SPENT THE DAY ON THE BEACH WITH A 99P ICE CREAM AND WATCHED THE TIDE ROLL IN” - John Warmington
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ABOVE: Collage by Laurel Outterside OPPOSITE: (C) Laurel Outterside
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