moodboard 1 - the current fragrance market:
Thinking about the fragrance industry today, we seem to be moving further away from the traditional codes of male and female categories. 51% of global launches in 2018 were unisex or gender neutral, with Liberty London reporting a 40% increase in sales of unisex scents. I think it is important to note that a rose isn’t seen as only a feminine scent, and wood being only a male’s, these boundaries are being blurred as society’s attitudes change. I chose a neutral colour palette with simple line drawings that could represent anyone.
moodboard 2 - my fave fragrance brand:
For me, I don’t really have a strong interest in fragrance, so I can’t say I really have a favourite. However, one brand that does stick out to me is Gucci. I looked into their range called The Alchemist’s Garden, where it is floral galore. I purposefully made this one in a different style to the other two moodboards, in a busier style to match the maximalism of the brand. The floral instantly makes me think of gardens, leading into the beautiful paintings of the Renaissance, as well as the Garden of Eden. The bottle designs from the line are styled on curious pharmacy jars and the first perfumery containers seen in ancient apothecaries, hence the top left images.
moodboard 3 - natural rituals:
A calming aesthetic with images of nature, with the simplicity of the line drawing. Stripping things back into their most natural form, avoiding harsh parabens and synthetics. This is a trend increasing in popularity, with people caring more where their products come from, and in an ethical and safe manner. This idea also links into fragrance for therapy and wellbeing, where scents can relieve stress and anxiety. The more stripped back style of moodboard is something that doesn’t come easy to me. In my mind a moodboard is busy and full of ideas, so by taking a step back and ensuring every image on there has a purpose and reasoning behind it was a good challenge. The usual way I moodboard is shown through the Gucci one, but I do really like the aesthetic of the simpler ones, where it gives a clear route to where your ideas lie.
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