The rise of marshmallow scents marks a subtle shift within the category, moving away from overtly edible signatures and towards a more ethereal and cozy interpretation of sweetness. It’s an innovation that’s satiating the growing (and very hungry) gourmand consumer; according to Spate, searches for “foodie fragrances” are up 139.6 percent year-on-year.
“Unlike the richness of caramel or the intensity of chocolate, marshmallow delivers a light, fluffy sweetness that beautifully balances nostalgia with sophistication,” says DSM-Firmenich perfumer Gabriela Chelariu.
— Read more in The Marshmallow Fragrance Trend Captures Everything You Want In a Gourmand Perfume at Marie Claire.
Mmmm, marshmallow 😋
Perfume nerds want to know who is “Emilia”, the “brains behind Perfume Professor” which led to Jessica’s site?
I think they screwed up:
https://www.instagram.com/professor.perfume/?hl=en
I was *wondering* why my blog was receiving more hits than usual…!
Journalism has really done down the proverbial drain. Anyway, since no one can be contacted by email about this, I’ve made a few tartly worded Instagram posts. They’ve removed the link to my blog; now I want them to fix the names.
Sorry Jessica!!
But maybe even more upsetting for the other person, who DIDN’T get more hits than usual.
The thing about trend pieces, though, is that you can *always* conjure up some explanation for what seems to be trending, which means they explain nothing. “The burgeoning popularity of rose fragrances is indicative of our collective desire to turn away from modernity and retreat to comforting scents of the past.” “The new boom in gasoline-based scents is a rejection of electric cars, a nostalgic embrace of older, more reliable technology.” “The sudden proliferation of bitter-almond scents represents a newfound desire to kill people in old-fashioned ways.”
I’ve read way too many trend pieces over the years, obviously.
Seriously. The first sentence in the pull quote honestly made me laugh out loud.