UK – Taking inspiration from the wellbeing benefits of forest bathing, the homeware brand and interior designer Ilse Crawford are launching a collection of wellbeing-focused home fragrances.
The new range consists of eight scents, with notes ranging from smokey to citrus. Here, the collection recognises the importance of drawing on natural sources to bolster a sense of overall wellness for customers. ‘We wanted to bring the instinctive memory of nature – particularly of trees and forests – back into our homes, through scents... particularly for those of us around the world who live in dense cities and don’t have immediate access to the outdoors,' explains Crawford.
This sense of environmental awareness through fragrance is also reflected in the designer and Ikea’s decision to create fragrance vessels that can be re-used in a variety of ways. The collection also demonstrates the ongoing shift towards fragrances that elevate homebody lifestyles, democratising functional home fragrances for wider audiences.
Strategic opportunity
Fragrance brands can take inspiration from the food and drink sector to inform wellness-focused products, considering how mind-altering ingredients can also be an impactful addition to scents