Fragrance & Flavors

What we’re sniffing out in the beauty and food spaces.

1. Pick up on the scent.

We’re getting wafts of scent profiles that buck prescribed trends, and maybe even the basic idea of smelling good, in the name of individuality and specificity. Rather than the popular choice, consumers are cottoning to unconventional and arguably unappealing smells like burnt rubber, cannabis, soda, or blood. This desire for distinction over pleasantness signals an important sentiment shift from fitting in (think Le Labo's Santal 33) to standing out (Grillo’s Pickles perfume?) Here, being memorable is more important than pleasing others. For brands, the magic will be in the mix, and an incredibly nuanced nose to nail the perfect balance of off-putting and alluring.

2. Cologne is catching on.

It may be the reclaiming of masculinity we’ve been talking about for the last year or simply a confidence boost. It seems young men have a renewed interest in splashing on a scent for the most basic of reasons: attracting a mate. And we’re not talking about drugstore favorites. We’re talking high-end perfumes. A flurry of male fragrance TikTok influencers are making a strong case for the tactic and doling out advice to eager listeners. If you’re in the fragrance business, start thinking about how to pump up men’s fragrance sales.

3. “That new car smell has a new meaning.

Riffing on the Happy Days-esque challenge “Eat my dust”, Nissan has developed a fragrance named Smell My Dust. Perfectly timed for the hype and excitement of F1 events, the product is meant to find its way into the racing mindset and lifestyle. Taking a cue from A24 - who has recently been lauded for turning itself into a cross-cultural brand rather than merely a film distributor - Nissan is changing lanes to show consumers and professionals its smooth handling. 

4. Hungry? Light a candle.

Leveraging the candle-lit dinner trope, Papa Johns debuted a garlic butter candle that doubles as a bread dip. Seems like it could be dangerous but sounds like it tastes delicious. Also entering the chat: Bottega Veneta releases its first line of candles in handmade one-of-a-kind volcano-glazed clay pots in three scents synchronized to burn individually or all together. Great idea, BV.  Honorable mention: Cult Gaia adds this category to its offering with a lovely low-profile silhouette. Whatever the entry point, olfactory-focused initiatives create long-lasting memories and brand associations. 

5. You can make a meal of a martini…or vice versa.

We’re seeing people’s interest in briny flavors and anything pickled advance to maximum martini creativity. It started with the pickle martini, but now we have recipes for a filet mignon martini (it’s a long process), a cacio e pepe martini, a parm-tini (yes, parmesan martini),  and the super-specific everything bagel with lox martini. The message seems to be umami. Make a note. Unrelated but related: last year’s orange wine has been replaced with black wine, an intense, semi-sweet varietal of red wine. 

6. Pair that savory with the sweet.

Sticking with the theme of savory notes, we’re also clocking it on the sweets scene, starring vegetal notes like sweet corn and rhubarb, or carbo-loaded versions like churro-style cinnamon/sugar interpretations, and croissant-infused flavors. The ice cream market is a perfect microcosm of the savory + sweet formula. Morgenstern’s in NYC does Taki’s flavored ice cream and a Russ & Daughters collaboration featuring a sesame bagel ice cream sandwich. Anya Hindmarch’s Ice Cream Project returns for the third year with a slew of brand-name products and condiments churned into pints. Start mixing your flavor profiles for treats, cocktails, kits, and more.  

7. Chips and trips to beat the brand.

Nantucket Crisps popped up with what you might call a “showcasing” shop, aptly named Nantucket Crisps The Store. In their hometown on a holiday weekend, the brand, with a chip flavor dedicated to notorious Nantucket hot spots- Sconset, Steps Beach, Madaket, Cisco Beach, etc. - crafts an outpost that is more brand genius than a fun summer activation in our book. An inviting milieu of products and cool merch, including a collaboration with CYK caviar, the shop offered branded coolers filled with to-go drinks, chips, caviar, chives, and crème fraîche.

8. Stamps that are nothing to sneeze at.

A French bread-scented stamp? Yes, please. La Poste, the French post office, has issued a scratch-and-sniff “bakery scented” stamp to honor France’s culinary history as well as the baguette’s 2022 Unesco-award of heritage status, as it should for a country that produces six billion a year. Beyond the beautiful artwork and the careful process of ink microcapsules that release the smell, The Co. has noticed a renewed interest in both carbs and philately, or stamp collecting. Extra points for hitting a nostalgia note.