Ideas and Inspiration >> Summer 2016 >> Gentle Shores

Turn the Tide

Fragrance trends for Summer 2016 reflect consumers’ intrinsic need to break free from the hyper-connectivity and “synthetic” practices of their daily lives, and restore a sense of peace and tranquility by realigning themselves with the simplicity of the natural world.

Consumers’ desire to connect with nature and bring a greater sense of authenticity to their lives – this feeling has driven demand for products that exhibit organic, unrefined qualities and contain ingredients which mirror the pure and therapeutic character of the world’s natural elements.

A Shore Thing

Water, specifically the ocean with its ultramarine mystique and endless horizons, has always been a symbol of carefree optimism and restorative power. Sand and sea are synonymous with relaxation and a sense of wonder and whimsy, where time is not measured in hours, but rather in moments. Limitations go out with the tide and a wave of possibilities washes ashore.

The calming and harmonious ambiance generated by the gentle shores has inspired lifestyle and fragrance trends, manifesting in the creation of products, which pay homage to the shapes, textures and graphics of the sea.

Trend influences include:

• Natural materials – cotton, linen, rattan – with gentle irregularities offer genuine comfort and authenticity, moving towards a world where true perfection lies in imperfection.
• Home decor – pearlescent and iridescent highlights reminiscent of shimmering shells influence tableware and accessories, evoking memories of precious beach finds.
• Color palette – Indigo, azure and turquoise pigments in random brush strokes, splashes and smudge motifs make an impact.
• Fragrance – Sea salt notes are being used to add oceanic authenticity to marine and ozone fragrances and a unique twist to other scents. Like bringing the beach home, sea salt beautifully captures the “clean and fresh,” mineral-infused feeling which resonates with consumers.

Setting Sale

As consumers’ lives become more flooded with media and minutiae, they are adjusting their sails and heading for gentle shores where they can relax, rejuvenate and restore their connection with nature.

Agilex’s Gentle Shores trend is a source of inspiration for fragrance marketers who wish to connect consumers with aspirational coastal life style and ever-popular “clean and fresh” olfactive favorites.