During lockdown, perfume has become more important than ever, for so many people.
It has buoyed us up, given us courage and backbone…
…It has grounded us…
…It has cheered us up…
…It has reminded us, perhaps, of people we can’t be with…
…It has reconnected us with our senses…
…And so, so much more.
Echoing our own feedback from followers who’ve told us time and again how important their fragrance has been to them these past few challenging months, The Fragrance Foundation actually produced some research in tandem with ad agency M&C Saatchi which established that people have been turning to fragrance to improve mood and create a sense of normality, to boost productivity or simply make the feel normal.
So we want to celebrate perfume’s amazing powers, asking you to post on your Instagram feed to share with us what perfume means to you.
Simply share a photo of a fragrance that has become more important to you than ever during lockdown. Or perhaps of your whole fragrance collection. Or maybe a ‘smellfie’, with a favourite scent.
Add a few lines of explanation about what perfume means to you, then post on your Instagram using the hashtag #perfumeismy – and also tagging us @theperfumesociety
Over the next 12 days, from now until 20th July 2020, we’ll be watching – and sharing many of your Instagrams on our Instagram Stories. After that, we’ll be choosing five Instagram posts that have really, for us, captured what perfume means to us all – and those five will win a sublime Miller Harris candle, worth £45. (Because now we’re working from home, we want those homes to smell amazing, don’t we?)
Those of us on The Perfume Society team will be posting on Instagram ourselves to express what fragrance means to us – and we want to create a groundswell of love for perfume, over the next few weeks.
We can’t wait to see what perfume is to you.
By Jo Fairley
