Travel Fragrances: Experiential Connection
Travel-inspired fragrance is a growing category, with a number of brands harnessing scents inspired by different locations to transport consumers to exotic destinations and personal memories.
At this year’s Alternative Fragrance & Beauty show, a number of French brands exemplified the trend. Using ingredients and essences specific to Asia, Sicily and India, natural cosmetics brand Baija produced a range of multi-product body and fragrance collections. Similarly, bodycare and homeware brand Terra Continens markets scents such as Australian Spirit and Bali Spirit with aromas of amber and lychee.
"Travel-related scents are definitely a trend right now," said Karl Bradl, founder of luxury fragrance boutique Aedes de Venustas in an interview with Elle US. His work includes perfumes based on Mexican copal resin, and native Israeli flowers. “The way that smell can take you somewhere else is quite evocative – and people don't just want a fragrance anymore, they want a whole experience.”
Inspired by this, shrewd brands are creating fragrances specifically designed to explore the relationship between scent, place and memory. Ethical French brand Fillit wants its fragrances to act as a ‘travel book’ for different locations, while US fragrance library Demeter has produced a collection of scents that are inspired by Cuba, Ireland and New Zealand, and a 1oz spray destination set that allow consumers to ‘travel’ to multiple scent locations.
Lola James Harper, a concept brand set up by ex-L’Oreal perfume developer Rami Mekdachi also taps into this memory and fragrance connection, with a series of scented candles based on places from his past. The Rainy Days in Lake District embodies the grey sky and green landscape of the Lake District in the UK.