THE LIGHT.

WHAT IS THE CONTEXT? Fragrance is a great way to express personality and show individuality. However, in a social media possessed world of microtrends and influencer well-water poison, so many people don’t want to actually take risks and be their own inspiration. It’s much easier to just buy the fragrance/fashion/food that someone cool and popular recommends. So how do we showcase how important it is to form your own aesthetic based off your own individual tastes, while still existing in a world that normalizes influencer marketing?

WHO IS THE AUDIENCE?
Regrettable social media users: younger people (20-35) who are aware of trends but don’t simply buy whatever is trending. They want to create their own sense of style themselves, and are tired of being told what to try and buy from influencers. They have been deleting accounts on most social platforms, trying to minimize their screentime and social presence. They either use Instagram, TikTok, or Pinterest. Contrasting visually minimalistic design and naturalistic themes are the best way to capture their attention from the digital deluge.

WHAT IS THE KEY INSIGHT?Creating a perfume that embodies enjoying a quiet moment outside with the sun on your face is the most fragrant way for the critically online crowd to “touch grass”.


CREATION STAGE


citrus trees, wildflowers
creative expression, personal character
it all grows in the light.



   

WHAT IS THE LESSON LEARNED?Sometimes, letting yourself be bored is good. I came up with this project because I wasn’t challenging myself creatively, and wanted something exciting to work on. If clients aren’t rolling in, make the client yourself! I noticed myself being bored with typical social media marketing, so I wanted to create a product that had the potential to transcend that. While I think this is a good starting point, I think I could go even further with extensions and experiential events.