Fragrances are becoming part of your wardrobe. Gone are the days of a signature scent; now we’re seeing more of a collector’s approach as scents become a way to accessorise and further individuate ourselves.

Customisable scents, skin-enhancing fragrances that change depending on the wearer, or booster single-note scents for layering up allow consumers to create a specific blend.

Ingredients still play a vital role in communicating fragrance notes. However, the physical representations have taken up bolder, more artistic, sculptural expressions. On the experiential side, we continue to see innovative technology being utilised for a sensorial testing experience, with personalised takeaways or customisable bottles.

Often seen as the entry point into owning luxury goods – fragrances have gained a newfound status where we see an even blurrier line between cosmetics and fashion. Brands are taking opportunities to extend their identity and storytelling in this already sensory-driven sector to offer a full lifestyle experience.

There will never be a time I don’t get immediately drawn towards an oversized flower like an excited bumble bee. Prada’s immersive pop-up was an ethereal visual feast filled with sensorial activations.

I love the contrasting co-existence of tech-free experiences such as a flower market and personalised embossed charms, to robot-armed cameras and scent-filled bubbles. In an AI saturated era, consumers are easily excited by digital interactions yet we have a growing craving for human connection – isn’t that a paradox?

Putting customer engagement at the forefront of brand activations is crucial, however when mixing a variety of digital and low-fi activities it is important to ensure a cohesive visual harmony throughout for a seamless experience. By stripping back the material and colour palette, and opting for a simplistic approach by only repeating a limited number of icons – the flower and the triangular bottle shape – Prada here has created a refreshingly ethereal world for a balanced expression of nature and technology.

Tamburin’s launch of their Evening Glow collection unveils a takeover of rose thorns piercing through their derelict-looking flagship store. As a symbol of protection, the thorns guard the precious rose flower –  the middle note of the fragrance – whilst creating a maze-like environment for visitors to weave through.

Dialling up botanical codes in the fragrance world through oversized props never ceases to grab attention of the shopper, however how can brands further differentiate THEIR ingredients to others?

Tamburin has chosen a much less predictable yet still iconic feature of the flower to tell the rose story. It plays with a touch of unease and danger within this softly dressed purple world, as well as attributes an edgy attitude to the perfume that echoes with the brand identity. Brands could dig a little deeper in highlighting different aspects of the ingredients beyond their scent offerings – it is a moment to infuse more brand personality and tone of voice in how you tell the ingredients story.

I struggle wearing heels, but if they are in the shape of perfume bottles I would sign myself up to a catwalk class. Wearable cosmetics have been widely seen in forms of necklaces, charms and microbags in recent years, but could this curious crossover of fragrance & footwear be signalling the growing interest of perfume in the fashion world?

As cosmetics continue to reach for a more outward and aesthetic expression, there is an opportunity here to have fun presenting the bottle through irreverent and disruptive forms to embolden the personality of the scents.

Jazz, whiskey, and storytelling were the key ingredients of this fragrance launch hosted in Penhaligan’s stores. A perfumery expert talked us through the making of different scents with animated anecdotes and intriguing facts: did you know that sleeping under a linden tree gives you the wildest dreams? How do you make a fragrance that evokes the feeling of a cosy speakeasy? What does the sun smell like?

Fragrance testing can often be an overwhelming experience. Brands can take inspiration from this slower paced and intimate format to nurture longer lasting brand loyalty and trust through deepening the customer’s understanding of perfumery craft.

Small-batch ethical perfumer Jorum Studio curates a series of Scent Soundtracks inspired by each of their fragrance. I love how this “sensory crossover” challenges a collision of your senses and imagination. Music is emotional, so are scents – what better way to combine the forces for a truly hypnotic and transcendent experience? By painting a soundscape of what the scent feels like,  it brings customers closer to the notes in a much more immersive way.

Brands could tap into the power of mixing different senses when presenting perfumes – perhaps a fragrance inspired dinner party menu? Could the perfume have a colour palette that informs the space? What about fragrance & touch, or fragrances & lighting? Fragrance-based immersive theatre anyone?