Fragrance will increasingly be centred around identity, becoming an olfactory storytelling tool to express individual emotions, style, values and culture.
WGSN highlighted that during the lockdown phase of the pandemic, 'scenting for self' saw people begin to wear perfume for their own enjoyment rather than that of others.
This approach has continued to evolve, with Gen Z in particular experimenting with scent layering and contemporary notes to express who they are, how they feel and where they are from.
The trend forecaster highlighted #PerfumeTok, which has over 11bn views, and has become a place of scent discovery, introducing contemporary fragrance brands, culture-led ingredients and trends such as ‘scent hacking’ to boost mood.
“The concept of the signature scent will take on new meaning as fragrance choices become more personalised, using neuroscience to guide choices based on individual mood and emotional responses,” said Varga.