The social distancing mentality seems like a temporary measure, but it will be a permanent change. People have gotten used to social distancing, we realise diseases can spread easily when coming in close contact with strangers. The world has especially felt the consequences of a society where disease spreads quickly. The current generation will forever live with this feeling, the feeling of what dangers there are when we meet large numbers of strangers within close distances. Social distancing is now in the DNA of our generation.
This means we have to analyze how we use perfumes, and what role perfumes fill in our society. How do we continue with perfumes in the new world, within lockdown situations and thereafter.
People mostly wear perfumes to smell nice for others around us. Smelling good to others has become a regular and subconscious part of our society. Dressing up nicely involves putting on a fragrance as well. But they need an audience. An audience that is close enough to smell you.
This creates a big problem for perfumes during, and even after, the corona pandemic. We entered an era of social distance. There often is no audience, because social events are cancelled, and even if we have an audience they are too far away. The focus of a perfume has shifted from our environment to ourselves. The consumer itself becomes the main focal point of our perfume.
The consumer is stuck at home, trying to stay positive and empowering his or herself. The focus shifted from social joy to individual joy, feeling good despite the situation, empowering ourselves, meditating, working out, and being happy. We try to keep ourselves inspired to keep our heads high. We want to stimulate our individual senses instead of the senses of a social audience. This means, when wearing perfumes, we do it strictly for ourselves. Not only now but also in the future as social distancing has become part of the DNA of the new generation.
This opens the doors for a new generation of perfumes, a generation of perfumes for The World After. Mood perfumes; perfumes that activate our feelings and stimulate the mood of the individual as they are the only person enjoying the fragrance. Instead of focusing on the audience, a smell should please the consumer and stimulate the mood they want to achieve; active, relaxed, or even one which works as aphrodisiac.
Our moods will be enhanced by the ingredients of the perfumes; essential oils and their “therapeutic” value or by the classic notes selected on their characteristic mood effect.
The consumer will wear the perfumes in harmony as one. Wear an active perfume while working out, a relaxing variation in the weekend, or an aphrodisiac when with their partner or taking time to give pleasure to themselves. All variations work individual and together as a poetic harmony.
This concept can be translated to a new product range of mood perfumes or be applied to pre-existing perfumes; the classic perfumes upgraded with ‘mood versions’.