Studies suggest that there is a strong connection between smell and memory and that smell passes through the emotion and memory segments of our brain before we can even acknowledge the fragrance.
This knowledge has lead to more brands focusing on creating an emotional connection with their consumers using fragrances and the subsequent resurgence of scent and fragrance upon the wellness world. The on-going trend of solution-oriented and multi-use products being a thing of this generation also has an important role to play in the emergence of this industry.
While the multiple facets of the wellness industry range from eating clean to indulging in clean beauty products, the latest frontier is fragrance. The reason behind this is the need to seek deeper meaning and mindfulness in every aspect of life. And as a result of this changing consumer mindset, the wellness industry is witnessing rapid growth rates and is now worth a staggering US$1.3 trillion globally.
Based on verified user data from our user base of over 10M curious shoppers, we’ve found that there has been a significant shift in consumer needs and buying behaviour during the course of the pandemic. Having spent all this time in the confines of their homes, there has been a rise in awareness about the concept of wellness and mental health and this has subsequently lead to more people seeking out products that don’t just perform their basic function but also help make life better.
In this regard, wellness fragrances serve two purposes; to transform your mood at a more scientific and psychological level and also to smell amazing, the main criteria is; producing perfumes that are an amalgamation of sensorial gratification, mental stimulation and overall wellness. Being a branch of the Conscious Living trend and a subset of Aromatherapy, wellness fragrances are stylized for everyday use. The essence of this category of fragrances is the ingredients used in its making. These ingredients are carefully researched and picked to ensure they efficiently contribute to creating and setting an individual’s mood.
Listed below are some of the most popular ingredients in wellness fragrances:
The conversation around wellness, although not new, has come into the spotlight, since the onset of the pandemic, owing to an increasing number of people adopting the concept of holistic-living. Consumers are no longer interested in products that have a singular property. Unless it enhances one’s standards of living, it’s not on the cards. Therefore, with solid scientific backing and testified spiritual healing, wellness fragrances seem to have cemented both, their place in the industry and the importance of fragrances as a healing tool!
Watch this space for more snippets breaking down consumer trends based on the behaviour of Smytten’s 10M+ user base.
