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Brief Published: 23 Nov 2020

Anti-Stress Fragrance Reconnects with Nature

The Nue Co

As global consumers continue to spend an increased period of time indoors during lockdown, they are hungry for a connection with the outdoors and the mental benefits of the natural world. Anticipating this, US healthcare brand The Nue Co has introduced its new unisex anti-stress fragrance supplement, Forest Lungs, which it claims tackles stress by bringing nature to the body.

The product features worldwide sustainably sourced ingredients. Cedarwood, pine, patchouli, bergamot and vetiver work together to produce woody, clean resin and tart citrus scent notes, emulating the ambience of nature. It contains phytoncides (organic compounds derived from plants) which reduce stress and anxiety, while boosting the parasympathetic nervous system which is responsible for the body’s rest and digestion response. According to the brand’s clinical trials, 96% felt less stressed within 30 minutes. As we explore in Stress-Busting Beauty, stress is now the big bad wolf of the beauty industry and a lucrative target for brands. See The Brief for some more recent stress-focused beauty launches.

As discussed in the 2021 Beauty Look Ahead, a growing consumer focus on nature will emphasise the healing power of plants. During lockdown, there has been a substantial 147% increase in the time Brits spent gardening (ONS, 2020), and South Korea has seen a 51% increase in outdoor visits, including public gardens (Google, 2020). Consumers realise that connecting with nature is beneficial for their mental wellbeing and The Nue Co addresses this by encouraging an immersive experience with natural fragrances.  

New product innovations like this show how brands could explore natural healing ingredients and immersive sensory experiences in the wake of Covid-19. For more on this, see The Sensorial Beauty Moment.