Functional fragrance is getting louder.
Sleep scents. Focus scents. Relaxing room sprays. Mood-boosting diffusers.
The problem is not the idea. Scent does affect how a space feels.
The problem is when the brand stops at the claim.
“Calming” is not enough.
“When do I use it?”...
Nostalgia in fragrance is tricky.
People say they want the old scent back. But most of the time, they do not really want an exact copy.
They want the feeling they remember.
That is a different brief.
A fragrance from the 90s or 2000s cannot always return unchanged. Materials change....
A beautiful brand can still be forgettable.
I often see fragrance, beauty and lifestyle brands with polished visuals, but the product still feels difficult to remember or choose.
Usually, one of these things is missing:
A clear point of view
The positioning relies on familiar...
