Scentmate by dsm-firmenich, an AI-enabled platform designed to streamline and simplify fragrance co-creation for entrepreneurs and independent brands, revealed three home care trends for this summer 2024. These trends are based on global consumer preferences, with the concept of "neostalgia" topping the charts. Take a look at the top three trending concepts for home care and the matching scents.
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1. Neostalgia
Neostalgia is a concept that blends nostalgia and novelty, a more positive emotion than traditional nostalgia, as it involves enjoying the past again. Neostalgia connects with a pastel-colored atmosphere, with touches of playful surrealism, peculiar shapes, protective escapism, and retro shapes.
According to Scentmate research, 71% of consumers claim to enjoy things that remind them of their past experiences and childhood.
Neostalgia in olfactory routes includes:
- Skin-like effects
- Playful gourmands
- Floral notes with surreal touches
This trend utilizes ingredients such as praline, vanilla, cotton candy, and fruits such as strawberry, banana, or pear.
Fragrance products that fall under this trend marked by Scentmate include: Flora Gorgeous Gardenia (created by Honorine Blanc) by Gucci and home fragrance, Happy Birthday Candle by Marks & Spencer and Garden Scents by Boy Smells.
2. Submerge
According to Scentmate, water is starting to gain prominence and awareness as an essential source of life for people and the planet. This connection with water generates atmospheres marked by the abundance of nature, sea opulence, marine materials, escapism and serene blues.
Submerge olfactory routes include:
- Sea salt
- Raindrops
- Aquatic floral notes
This trend utilizes ingredients like lemon zest, lavender, marine breeze, thyme, and oak moss.
Fragrance products that fall under this trend: Profondo Lights by Acqua de Gio and Odissée Collection by Baobabcan.
3. Aura
In a time marked by speed, technology, and stress, consumers seek opportunities to regain control of their energy. Therefore, 41% of consumers claim to desire products that enhance their concentration abilities.
The atmosphere associated with this concept is supercharged, phytochromic, sun-soaked, with high vibrancy, new neon, and dopamine decor. Predominant colors are electric, such as orange, red, yellow, blush pink, dark green, and navy blue.
Aura olfactory routes include:
- Cactus
- Solar notes
- Desert flowers
This trend utilizes ingredients like mandarin leaves, pink grapefruit, blood orange and crystal amber.
Fragrance products that fall under this trend: Kalahari Watermelon by Voluspa and On the Beach by Louis Vuitton
For Simona Gentili, perfumery marketing specialist at Scentmate by dsm-firmenich, "Understanding market trends and consumer motivations is key for our creative team to translate these new concepts into olfactory routes that will delight consumers."
