If you’ve scrolled through your TikTok recently, there’s a high chance you’ve come across #perfumetok, the new Gen-Z-driven wave of content that’s elevating niche scents to cult followings overnight.
Fragrance has always been central to identity formation and emotional expression. And yet now, with more accessibility and exposure through social media than ever, it seems that Gen-Z is ditching traditional department store methods in favor of content featuring their favorite creators, whose videos aim to capture more than just the base notes of a particular scent.
Everyone is obsessed with the feeling their signature scent evokes–– which is pretty on-brand for the emotionally charged generation. Similarly, Givaudan is disrupting the traditional space, encouraging wearers to take their discovery to the next level by engaging more meaningfully with fragrance.
With its creative vision “What is Love?,” the international perfume house behind iconic scents like Prada Paradoxe and Thierry Mugler Angel offers an immersive experience that explores Gen Z’s evolving rules of love and seduction through scent.
“By looking beyond conventional perfumery standards, Givaudan demonstrates its ability to connect with this daring and free-spirited generation in order to shape the future of fragrance design,” says Matthieu Befve, Givaudan Head of Fine Fragrance for North America.
“The importance attributed to vulnerability and authentic feelings offers an outstanding inspiration for our perfumers, who, by empathizing with this “rule-breaking” philosophy and ungendered approach, have shaken up all olfactive prejudices around attraction and love in perfumery,” adds Arnaud Guggenbuhl, Givaudan’s Fine Fragrance Head of Global Marketing Insight and Image.
Through cozy bedrooms and phone screens, “What is Love?” captures the narratives relevant to this new generation in a space that responds to their authentic desire for unfiltered, unstaged, and inclusive…
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