The past year has been one of change and progress, providing hope while still being coloured by shades of ongoing hardship for many. While the Covid-19 pandemic seems to have turned a corner, with countries around the globe finally easing off on restrictions and infection rates continuing to fall, the economic fallout remains a source of pressure for many.
Sociopolitical tensions also linger, both at home in South Africa and abroad, causing a general sense of uncertainty as we head into the new year. As we look back on the past year, we can see how these factors have played a role in scent marketing trends. Here is a brief recap of some of the top scent marketing trends of 2022.
Bringing The Outdoors Inside
One of the biggest scent marketing trends of the past year, and one that is likely to continue into 2023, is the idea of flooding indoor spaces with aromas from nature and the outdoors.
This trend came off the back of consumers being cooped up at home for two years thanks to the pandemic and therefore longing for the refreshing scent of trees, mountains and oceans to make them feel free once more.
Scents such as mountain breeze, freshly cut grass, ocean spray, pine needles or various woody smells were very popular in 2022 and will probably remain so going forward. These aromas somehow make small spaces feel bigger, conveying a sense of openness and opportunity for customers who previously felt shut in.
Providing Relief
It is no secret that the world has been in turmoil over the past few years, from political problems galore to economic concerns. Many consumers have been feeling quite overwhelmed, working extra hard to make ends meet and feeling the pressure from busy schedules.
As such, a very successful scent marketing trend in 2022 saw aromas being used that provided some kind of relief from the hustle and bustle, allowing customers to focus on themselves for a minute and feel cared for.
For this, warm and soothing scents such as vanilla, lavender or coconut made customers feel immediately put at ease, as though they were being given a break from the world. This trend will certainly carry over into 2023.
Feeling Clean
Aromas like lemongrass, citrus and pine all serve to convey a sense of cleanliness and freshness, which was much needed after suffering through a pandemic. With people across the board cautious of infection and needing to feel safe in spaces that felt as though they had been cleaned and sterilised, aromas such as these became popular as they put people at ease.
These kinds of aromas have always been popular, but at the tail end of the pandemic, they served to help customers feel like it was safe to enter retail spaces once more.
For more scent marketing advice and access to a wide range of fragrance diffusers and oils, contact us at Scent.ology today!
