According to the research, many social posts during lockdown have referenced the fact that perfume makes them feel more normal. Others have posted about putting on ‘nice perfume’ as a way of boosting their mood and even boosting productivity when working from home. Some have shared their amusement about the times they have chosen to wear fragrance, whether to take the dog for a walk or go to the supermarket.

This insight has been the foundation of our poetic work for The Fragrance Foundation, the not-for-profit umbrella organisation that represents the fragrance industry. The campaign aims to drive sales and change the way people think about scent, reinforcing perceptions of fragrance as integral to the story of their lives.