Today’s consumers are no longer wearing fragrances just for an occasion, but making it part of their everyday routine to reflect their personality and mood.
Fragrance companies are tapping into this shifting consumer behaviour by enhancing their storytelling marketing for new launches and holding immersive events, among others.
Scandal for the senses
The messaging of Jean Paul Gaultier’s new Scandal Intense fragrances is set against a backdrop of a “private night train where no one ever sleeps”, embodying a journey of endless fun and desire.
The pleasure of leather unfolds in the Scandal Pour Homme Intense, a fragrance that is sensual and balmy; gentle, yet intense. The brand’s signature vetiver scent lies in the base note, while the aroma of clary sage, known for its calming and mood-enhancing properties, hangs on top.
On the other hand, the Scandal Intense Eau de Parfum exudes femininity in a floral trail of ylang-ylang and vanilla, with a hint of cardamom to add depth to this luxurious fragrance.
Energy of a Brazilian Sunday
Sol de Janeiro’s new limited-edition fragrance, Sundays in Rio Perfume Mist, aims to encapsulate the endless energy of a Brazilian Sunday, characterised by Caipirinha cocktails and dancing all day long.
This floral gourmand scent comprises notes of pink pepper, warm vanilla, and amber musk to evoke feelings of warmth, intimacy, and well-being.
“My synesthetic approach and the Brazilian spirit of aconchego (comfort and coziness) led me on a journey to bottle the sensation of touch. Blending velvety notes with warm vanilla and the tingling pulse of pink pepper creates a sensorial scent that’s deeply comforting,” perfumer Ugo Charron said.
Eau So British
After cities including London and Jakarta, Penhaligon’s is bringing an immersive exhibition to Singapore, as part of its international tour celebrating the brand’s 155th anniversary.
Titled “Eau So British”, this showcase will open to the public for two days (August 2 and 3) at Artblue Studio.
Apart from its most iconic fragrances, the exhibition offers a rare glimpse into the rich heritage of Penhaligon’s, including a selection of never-before-seen archival pieces from the brand’s private collection.
In addition, visitors can expect to delve into the artistry, wit, and evolution of British perfumery through various multi-sensory elements.
These include British-inspired sets, interactive scent discovery zones that explore fragrances as a form of identity, memory and art, and design-led installations tracing Penhaligon’s’ 155-year journey.
Xuelei Fragrance Museum
In operations for 30 years, Guangzhou Xuelei Cosmetics Co Ltd specialises in fragrance innovation, manufacturing, integrated solutions, and global brand support.
On July 9, the Xuelei Fragrance Museum officially opened to the public in Guangzhou, China. Said to be the world’s largest fragrance museum, its debut marks a significant milestone in China’s growing presence in the global fragrance landscape.
Representatives from companies that have contributed to the construction of the museum, including leading fragrance houses like Givaudan, Firmenich, IFF, Symrise, MANE, Iberchem, and CPL Aromas, attended the opening ceremony.
Spanning more than 7,000 square meters, the museum integrates smart technologies and over 300 unique scent profiles to create an immersive and interactive experience.
Through multisensory resonance, time-spanning scenarios, and cross-dimensional perspectives, visitors are invited to explore a dynamic, sensorial world of scent that is tangible and “richly discoverable”.
The museum is dedicated to revitalising China’s traditional fragrance culture while embracing cutting-edge global perspectives, bridging heritage with modern innovation as well as olfactory dialogue between the East and West.
“Beyond a cultural monument, the museum serves as an innovation catalyst for the industry. Anchored in a deep integration of academia, industry, and research, it provides a platform for talent development, technological innovation, and academic exchange — helping prepare the next generation of global fragrance professionals.
“By aggregating brand resources and streamlining the supply chain, it also empowers Chinese fragrance companies to compete on the international stage and move confidently toward becoming world-renowned brands,” the company stated.
