Courageous smells are gaining popularity – tapping into the experimental mindset of millennial and Gen Z consumers
New cult beauty brand Deciem – whose tagline is The Abnormal Beauty Company – has launched a new fragrance called Avestan. Its website takes viewers on a journey of the scent through the power of video and music – emphasising the brand’s spiritual and artisanal narrative.
Clean Reserve has also launched a collection of six statement fragrances under the name Avant Garden. The brand uses eco-conscious packaging and ingredients to showcase its sustainable approach, and similarly uses the power of video to take people on a journey of unexpected hybrids to represent a “new breed of fragrance”, evocative of a ‘secret garden’.
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