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Brief Published: 23 Feb 2021

Byredo Nurtures Emotional Needs with New Fragrance


In response to the Covid-19 pandemic, fragrance brands are refocusing their product development to unveil how aromatic experiences can help heal and nurture consumers’ emotional needs during such turbulent times. Swedish fragrance house Byredo is championing this with its new Mixed Emotions scent, launching on March 4.

The $270 (100ml) genderless fragrance is an olfactory adaptation of consumers’ current mental states, featuring a combination of disruptive and comforting notes. Scents of maté tea provide solace while Ceylon tea soothes and blackcurrant sweetens. These notes sit among a woody base of papyrus and birch, black tea and violet leaves – intended to reset, nourish and cocoon the mind.    

In the US, 11% of over-18s had symptoms of anxiety or depression in the first six months of 2020 (NCHS, 2020), signalling the impact the pandemic has had on mental health and collective wellbeing. "We're in the business of bottling up emotions,” said Ben Gorham, founder and creative director of Byredo. “I hope that people read the label and identify with that sentiment in its simplest form, and then find something deeper to relate to: the juxtaposition between the familiar and the unfamiliar.”

As we explore in The Brief, younger consumers respond more to emotional connection than formulaic scent note and fragrance family marketing, and Byredo acknowledges this with its ideology of translating abstract ideas and realities into aromas. Considering that 75% of emotions experienced on a daily basis are generated by smell (Moodmedia, 2020), fragrance holds the power to influence our state of mind, and brands can ease anxiety with reassuring notes and narratives.

For more on how to elevate scented experiences and disrupt the fragrance market, see Pandemic Perfumery and The Sensorial Beauty Moment.