Nostalgia, a longing for the past, has always been a part of the human psyche. It offers emotional comfort, especially in uncertain times, making the past a “happy place” of cherished memories. Recently, this sentiment has been amplified on social media, with old aesthetics being reimagined and reintroduced. What’s intriguing is the younger generation’s romanticization of eras they haven’t experienced, effectively “hacking” different time periods to craft their identities.
Fragrances play a pivotal role in this trend, evoking memories and emotions tied to specific moments in time. Scents have the power to transport us, bridging the gap between the past and present. For Millennials, often dubbed the “Nostalgic generation,” fragrances can be a Technicolor journey through personal memories, seeking enchantment and magic. Meanwhile, Gen-Z embraces “NEW-stalgia” in perfumery, blending traditional scents with contemporary notes to express their unique style. This shared appreciation of the past, enhanced by the evocative nature of fragrances, bridges generational divides, fostering connections through shared olfactory experiences. In essence, Hacking Nostalgia celebrates the past while illuminating the path forward, fulfilling our innate desires for comfort, security, and belonging, with fragrances serving as the aromatic thread linking memories across time.
Listen to an iconic woman and a fragrance she inspired:
Marie Antoinette Upycled
My dearest mother,
I am deeply touched by what you so kindly wrote me about my birthday. I especially want to follow the good advice you give me, my dear Mama.
I am not blind and I know what they say about me.
I have resolved to use my position to see more, create more, do more. My dear Mama, I am awake.
In small ways, we shall re-use what we already have.
Surely our excess can be reshaped into more beauty. Ever since the summer – seeing the unnecessary grandiosity of the trips, the food, the flowers – I have realised the struggles of our people and our planet. I must set the example and influence the court to implement changes in our behaviour.
While there is no one I know as respectable as you, dear Mama, I must make an effort, lest we fail to see what is before us.
Marie Antoinette, a woman of grandiosity and potential awakening. This fragrance captures the duality of a life that might have been—opulence and a possible shift toward consciousness. I wrote up a letter she could have penned to her mother while smelling the fragrance. Imagine a scent as lavish as the gardens of Versailles, yet crafted from upcycled ingredients. What if Marie Antoinette could have transformed her grandiosity and excess into a sustainable fragrance and garbage glam? A scent that could have embodied both the luxury she was known for and the change she could have aspired to bring, all while setting a sustainable example for the court.
What is Beyond?
BEYOND is a key pillar of Givaudan’s creative strategy and incubator for upstream innovation. In BEYOND, we are decoding socio-cultural movements and anticipating consumer desires to allow our colleagues across divisions to envision the scents of the future, delighting consumers, and driving customer success.
What does the future smell like? ✨ BEYOND is an absolute playground for fragrance innovation. I’m grateful for one of the biggest (and most fun!) challenges I tackle each year! With BEYOND, I get to push boundaries and experiment with innovative tools and methods to communicate about fragrances in fresh and captivating ways. It’s an exhilarating journey of discovering new possibilities and crafting fragrance experiences that are truly memorable. 💫
