Scent Republik: Perfumes for Positivity
New British fragrance start-up Scent Republik promotes empowerment for pre-teen and tween girls through the power of scent. The essential oil combinations of its natural and cruelty-free fragrances are said to inspire confidence and positivity.
The three perfumes aim to trigger positive emotions and stimulate the senses. Chill is formulated with citrus, apple blossom and marine aqua notes to create a relaxed mood. Woosh is made from citrus, apple blossom and marine aqua for a self-esteem boost. Finally, Fab! inspires the wearer to “work your girl power” with sweet vanilla, mandarin and rich praline.
Scent Republik is not the first fragrance brand to tout feminist ideals. Reek from the UK is founded on feminist equality. This emerging trend showcases the need for beauty brands to embed their values with feminist philosophies – globally, 70% of women and girls say they are proud to be female and embrace it (Dove, 2016). For more on beauty’s feminist values, see Empowering Beauty.
The perfumes are also innovatively packaged like marker pens in brightly coloured Scent Stiks. Consumers can apply their chosen fragrance with a drawing-like motion on the neck or wrists. According to the co-founders, this creates a fun and interactive experience for pre-teens, as the marker-pen format (also used by cult US make-up brand Milk on its line of lip pens) makes it easier for them to play with the fragrances. See Brush-On Scents for more dynamic fragrance packaging.