France – With many people feeling starved of travel experiences, the luxury brand is capturing nostalgic summer scents in its latest experimental perfume launch. The fragrance, titled ERL Sunscreen, is a collaboration with fashion label ERL and incorporates notes inspired by holidays such as sunscreen, vanilla ice cream, the ocean and coconut water.
With this array of familiar scents, the product offers sensory escapism at a time when travel is largely restricted. ‘ERL Suncreen perfectly evokes the fleeting memory of a nostalgic summer,’ explains Comme des Garçons' press release. 'Feelings of the warm West Coast sun against salty skin transform into cool splashes of ocean water and chlorine suspended in the air.’ With this fragrance, Comme des Garçons echoes the concepts we explore in Wanderlust Beauty, with the beauty and travel sectors merging to enhance people's escapes.
With tumultuous travel likely to continue, there is growing potential for cross-sector collaborations that reference vacations. Here, brands have an opportunity to market the sensorial nature of travel as a way of reaching wider audiences.
At a time when people are craving leisure experiences, luxury brands have a chance to re-invent nostalgia. Beyond products, clever marketing and packaging can retain premium status while embracing lighter inspirations