Signals

Sweden – The fragrance brand has unveiled an experimental speaker-shaped fragrance diffuser that disperses scent using the same principles as audio amplification. Called the Olfactive Stéréophonique, the device takes inspiration from Hindu temples and meditation halls, where sound and scent regularly collide.

Designed by Devon Turnbull, founder of artisanal speaker and accessories brand OJAS, and Ben Gorham, Byredo’s founder and creative director, the limited-edition Stéréophonique is sold with 10 fragrance capsules that are integrated into the device, offering cycles of scent diffusion over two-hour periods.

While the device does not produce or amplify sound, instead it ‘helps in the transition between states of consciousness, and evoke[s] a temple experience within a listening space setting’. As explored in our recent Fragrance Futures Market, technology is helping perfumers to surprise and entice consumers in new ways, with Byredo creating a multi-sensory experience that elevates how scent is experienced at home.

As resale platforms become an increasingly prominent feature in the e-commerce landscape, they're not only welcoming new age groups, but boosting inter-generational transactions. According to research by resale platform The RealReal, more than half of the sellers on its website in 2021 belonged to Generation X – people aged in their 40s and 50s.

With the resurgence of Y2K fashion, younger consumers are buying items from Gen X sellers who have retained pieces from the early noughties. In 2021, The RealReal reports that the number of items from the 1990s that were listed by members of Gen X increased by 37%, resulting in a correlated jump of 61% of 1990s fashion being bought by Gen Z.

As young people hunt for past styles, older age groups can fulfil the demand for nostalgia-driven purchases. Indeed, The RealReal further reports that Baby Boomers were a fast-growing audience for the secondary fashion market in 2021, meaning the grey pound could further boost the The Regenizens market.