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Brief Published: 1 Sep 2021

Home Fragrance Explores Dream Therapy

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Daydreamin

As we explore in Monetising Home Fragrance, shrewd brands are harnessing the transportive power of scent and its therapeutic benefits in candles that elevate the home scenting experience. Inspired by research on neuroscience and mental health, UK-based niche candle brand Daydreamin’s Lucid Dreams collection explores immersive daydreaming and escapist fantasies.

We spend 47% of our waking time in daydreams (Matthew Killingsworth and Daniel Gilbert, 2010) and studies reveal that personal ‘dream therapy’ can improve mental and emotional wellbeing by stimulating the production of dopamine and oxytocin. Daydreamin’s candle collection, featuring six scents, is designed to encourage fantasy and escape, providing a hedonistic experience, while alleviating stress and anxiety. For example, Joyride is formulated with a blend of ripe pear flesh, sweet tobacco leaf, sundried oak and sandalwood, evoking a high-speed drive through rolling hills. And best-selling scent at launch Morning Sex features notes of rose, Irish whiskey, white jasmine and vanilla latte, playfully evoking the morning scent after the night before.

The range also plays with humour through its selection of unconventional and risqué scents. “To differentiate the brand, we took inspiration from the emerging 'pleasure revolution', queer culture and tongue-in-cheek streetwear,” said founder Mike Tristram. See Product’s Sexual Wellness Priority in our recent Commercialising Pleasure Macro for more. 

Additionally, the pandemic has pushed self-care and wellness to the forefront of consumers’ minds, building an appetite for cross-category fragrance products and providing brands with opportunities to expand product lines into new directions. In particular, beauty brands are presenting wellness and health at the core of product launches, championing neuroscience and positive mental health through self-care offerings. See New Directions in Health & Beauty for more. 

For more aromatic experiences designed to boost health and wellbeing, see The Brief.

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