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Mystical essences

Spiritual, sacred, mystic, magical, shamanistic… many new fragrances have something to offer those who are looking for meaning, too.
An olfactory quest by Nicolas Olczyk.

 

Fashion, beauty, fragrance: brands seem to enjoy adding a pinch of spirituality to the what they produce. With sustainable development and fair trade, they encouraged us to be more responsible consumers. By bestowing a touch of mystery and spirituality to their products’ ads or concepts, they’re going even further, practically sanctifying them. For fragrance and cosmetics brands trying to attract attention amidst an overwhelming selection, spirituality is also an unusual way to stand out from the crowd.
From its earliest beginnings, perfume has always had a connection to the sacred, in ceremonial rituals and in embalming. Several brands have been playing off perfume’s sacred image. The latest Armani Privé fragrance is a woody unisex scent ‘dedicated to the gods of the Mediterranean’. It is called Cèdre Olympe, like the home of the gods in Greek mythology. At Parfum d’Empire, the spicier and more resinous Wazamba is also being presented as a ‘sacred wood scent’.

Alongside the theme of the divine, fragrance concepts have looked towards magic and the paranormal. Dolce & Gabbana’s latest collection of fragrances for men and women was inspired by the Marseille tarot deck. This fortune-telling tarot has 22 major arcana, like The Wheel of Fortune, the Sun, Justice… and more. For the moment the D&G collection is less extensive.

Perfumes also play with their images as elixirs and magical potions, by boasting ingredients that were once used in witchcraft, like artemisia, hemlock (Boudicca, Ormonde Jayne, Ego Facto) and mandrake (Annick Goutal).

Among other esoteric influences: gemstone therapy works with the energy emitted by crystals. This technique has been featured in fragrant creations from the new brand Valeur Absolue. Their scents are paired with semi-precious stones that nestle in bottles.

In the world of skin and hair care, the trendy little brand Aïny proposes organic products with sacred plants drawn from the shaman culture, to… re-enchant the world. The same idea of re-enchantment can be found in the fragrances from the Swiss brand Shantara. Their scents Shaman (for him) and Rêve Etoile (“Star Dream”, for her) are organic, but more than that, they are an invitation to pamper yourself, with an escape back to more spiritual roots.