BBC PERFUME DOCUMENTARY PART 3, "THE SMELL OF FUTURE"
PART 3, "THE SMELL OF FUTURE"
What I learnt and thought...
The key message delivered in this part of the documentary is that we like in a smell is determined by our culture and environment, for example, the Russians favour rich and heavy scents, and the Chinese favour a light and airy scent whilst the Brazilians most enjoy fruity scents. This is something I've always noticed, and I feel that as a British female the luxuriously strong and sophisticated perfumes are most favoured here. Because of this cultural preference, fragrances are made with the intention to be regionally appropriate to meet our perfume preferences based on our culture. In the past, scent fashion evolved much more slowly, and the Victorians loved rich, musky fragrances, then, the British fell in love with lighter perfumes. It seems that the future of fragrance is almost unpredictable as it all comes down to the dynamics of cultural change and preference shifts, so who knows what countries of scents will rule the fragrance market in ten years time?
There is a strong focus on Brazil within this part because of it is the fastest growing perfume market on earth. Although this is a level of context I would have never considered without watching this documentary, it is true that fragrance is so big in Brazil because of there hot climate and the need to shower frequently, and therefore there is a larger fragrance product usage, as people wash the product off more often than in other countries. Because of the heat and humidity levels, there is a desire within Brazil to be fresh and clean, and so these are the favoured smells. Fruity scents are strongly favoured, as well as sensual ones, and fragrance is generally a huge focus within this culture, whether it's perfume, air-fresheners or fruity scented footwear. Even in the car showrooms of Brazil, fragrances that mimic the smell of the car models are created to be sprayed in the space in order to appeal to customers and increase sales, which in my opinion is a rather clever and effective strategy.
To me, the most fascinating section of this part of the documentary was the variety of perspectives that different cultures have on fragrance and how environmental factors influence what perfume we might chose to buy. This is an area i'd like to look further into during my study on fragrance marketing.
What I learnt and thought...
The key message delivered in this part of the documentary is that we like in a smell is determined by our culture and environment, for example, the Russians favour rich and heavy scents, and the Chinese favour a light and airy scent whilst the Brazilians most enjoy fruity scents. This is something I've always noticed, and I feel that as a British female the luxuriously strong and sophisticated perfumes are most favoured here. Because of this cultural preference, fragrances are made with the intention to be regionally appropriate to meet our perfume preferences based on our culture. In the past, scent fashion evolved much more slowly, and the Victorians loved rich, musky fragrances, then, the British fell in love with lighter perfumes. It seems that the future of fragrance is almost unpredictable as it all comes down to the dynamics of cultural change and preference shifts, so who knows what countries of scents will rule the fragrance market in ten years time?
There is a strong focus on Brazil within this part because of it is the fastest growing perfume market on earth. Although this is a level of context I would have never considered without watching this documentary, it is true that fragrance is so big in Brazil because of there hot climate and the need to shower frequently, and therefore there is a larger fragrance product usage, as people wash the product off more often than in other countries. Because of the heat and humidity levels, there is a desire within Brazil to be fresh and clean, and so these are the favoured smells. Fruity scents are strongly favoured, as well as sensual ones, and fragrance is generally a huge focus within this culture, whether it's perfume, air-fresheners or fruity scented footwear. Even in the car showrooms of Brazil, fragrances that mimic the smell of the car models are created to be sprayed in the space in order to appeal to customers and increase sales, which in my opinion is a rather clever and effective strategy.
To me, the most fascinating section of this part of the documentary was the variety of perspectives that different cultures have on fragrance and how environmental factors influence what perfume we might chose to buy. This is an area i'd like to look further into during my study on fragrance marketing.
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