Sadly, a 2011 global survey suggests that 53% of millennials would rather lose their ability to smell things than give up their laptop or cellphone. What does this mean for the global perfume market that was worth US$ 37.4 billion in 2017, growing at a CAGR of around 3.7% during 2010-2017 and by 2024 projected to be worth about US $92 billion?
While the sense of smell may not be perceived as important among millennials, it’s not a simple choice, because research shows that scent is deeply intertwined with emotion and memory.
Designer and Co-Founder of Polymorf Frederik Duerinck explained to Quartzy, “Traditionally fragrances are very glamorous but for me all those things are shallow. There’s something deeper that scent can do that starts on a core level—in the soul of a human.”
Multi-disciplinary Dutch design collective Polymorf has been experimenting with scent as a storytelling medium. In 2014, their award-winning exhibition Famous Deaths used scents to vivify the last breaths of deceased celebrities. Their latest exhibition at International Flavors & Fragrances’s New York City headquarters, Avant-Garden, is a multi-sensory exhibition exploring the future of perfumery through the overlap of art, science, and technology.
Read more about the exploration of scent by Polymorf at Quartzly.
Photo: via hiddedejong on Instagram