Just Play: Daydreams and memories

Blog / Just Play: Daydreams and memories

1 min

Nostalgia holds us under its spell, and given the disruptive changes in the wake of the COVID-19 pandemic, this spell is likely to last. As our future feels uncertain, it’s tempting to look to the past for comfort and grounding. Fragrance, like nostalgia, can offer an escape, a way to transport us out of our routines and to evoke memories of carefree times. This is why perfumes that inspire daydreams and elicit positive associations contribute significantly to consumer well-being and happiness.

Sweet scent of nostalgia

The fragrances that evoke nostalgia are different for consumers worldwide. According to the research done by our team, gingerbread, nutmeg, clove, roasted almonds and hazelnut are associated with nostalgia in Germany. While in France, nostalgia is seen as an emotion tinged with sadness and melancholy, childhood treats like liquorice and lollipops trigger positive nostalgic associations and evoke comfort. Understanding such cultural nuances helps to create fragrances that align with consumer expectations and touch the right emotional keys.

Brand inspirations

1. Otherland Blue Jean Baby combines scents of washed denim, white musk and mimosa flower.

2. Otherland Dreamlight uses wild freesia, plush plumeria and juicy tangerine.

3. Otherland Glasspop evokes the scents of strawberry gloss, hard candy and frosted rose.

More ideas for nostalgic, comforting fragrances

Spices: ginger, clove, cinnamon
Florals: orange blossom, lilac, linden
Gourmand: vanilla, pink praline, toasted hazelnut

The search for novel textures

Another aspect of nostalgia is the yearning for artisanal craftmanship and fine materials. New products explore ingredients evoking the textural sensations of fine-grained paper, natural fibres and soft weaves. Musks, resins and woods are blended into elegant accords for home fragrances and body care, resulting in products that stimulate the senses, delight and make consumers feel revitalised.