In this social media age, sometimes the most unlikely of topics become a trend and, before you know it, reach viral status. One topic that has gained recent traction on TikTok is the concept of fragrance gatekeeping, with the phrase “gatekeeping my perfume” having in excess of 32 million views at last count.
The topic has sparked much debate, and the scent experts at our perfume factory in Johannesburg thought it would be helpful to unpack this particular trend for those who are just catching up.
What is gatekeeping?
According to the Urban Dictionary, “Gatekeeping is to make your interests exclusive in order to protect them from becoming “mainstream.” So this current trend is an attempt to protect the “identity” of signature scents to prevent them from becoming so commonly used that they can no longer represent the unique style someone is trying to portray.
Why the secrecy?
- Individuality: People and businesses with a signature scent are often inclined to keep it a secret to prevent it from being copied and thereby losing its effectiveness as a unique identifier.
- Price: Perfumes and fragrances can come with a hefty price tag. Some would not be comfortable revealing their scent budget and spending habits.
- Privacy: Fragrance choices are considered highly personal and, therefore, not something you would share readily.
- Niche Fragrances: One of the top gatekeeping reasons given is that the user has found a niche fragrance that they feel is exclusive and makes them feel special, specifically as everyone does not know it. Revealing the identity is equated with cheapening this feeling.
- Riding Viral Coattails: Due to the popularity of this trend, many fragrance influencers and TikTokkers have entered the fray to take advantage of the hype around this topic, further fueling its popularity.
The Future of Fragrance Gatekeeping
As with all viral trends, the focus will change over time. One thing you can be sure will remain, however, is the fact that fragrances have the power to affect emotions, create memories and define identities—both personal and in the corporate world. Scent.ology is a pioneering scent marketing and branding company that crafts olfactory identities that will leave a lasting impression.
Contact Scent.ology today for a truly unique scent solution for your home or business. The expert design team at our perfume factory in Johannesburg can tailor a signature scent for you and keep it a secret, too!
