62 FRAGRANCE
The hygge lifestyle: a craving for comfort
n Tina Tessmer - Düllberg Konzentra, Germany Richard Scott - Editor, Personal Care
No matter where you live in the world, everyone has a way of making themselves feel cosy, safe and comfortable – an oasis away from the stresses and strains of modern life. In the past couple of years, there has been a global trend towards the Nordic and North European approach to comfort, with an emphasis on the region’s clean air, lack of megacities and beautiful mountainous, wooded countryside. The personal care industry has capitalised on this by focusing on the associated scents and natural extracts. A gentle, relaxing skin care routine utilising indulgent butters and nourishing creams fit well with this trend, with L’Oréal stating on their web site that: “After infiltrating the lifestyle category, hygge has made its way to beauty. Perfect for chilly winter nights and days where you’re snowed in, a hygge beauty routine is all about practicing hair care and skin care habits that make you look good and feel cozy.” While creams and butters can play a part, fragrances also can do much to evoke the emotions important to the hygge trend. Pine, wood, and smoky fragrances all have the ability to get the mind wandering over to that little log cabin in the pine forest. Even when moving away from this concept, fragrances such as tea, rose, and chocolate can each offer that key sense of comfort. To discover more about this trend and how it might develop in the future, Personal Care spoke to Tina Tessmer of Düllberg Konzentra:
Background to the trend From interior design to home care and the world of fragrances: The Danish concept of hygge has been wholeheartedly embraced in nearly all areas of our lives. In fact, such has been its popularity that it has blazed a trail for other, similar concepts. Yesterday’s hygge is tomorrow’s còsagach. A brief overview of the latest trends. “Wellbeing” is possibly the best
approximation of hygge in the original sense of the word. The term, which comes from the Norwegian, has been an integral part of Danish culture for over two
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centuries. Roughly ten years ago, hygge began its triumphant conquest of the world. While it is possible to translate the term – which is, strictly speaking, more a state of being, the actual definition is a lot more complex. Hygge is a cosy, convivial atmosphere where you enjoy the good things in life together with nice people. The German Zukunftsinstitut (the Institute for Future Research) describes it in its Future Report 2017 as follows: “The busier and more stressful everyday life becomes, the greater our desire for tranquillity and retreat. The hygge lifestyle is the expression of a new, social form of cosiness.” Hygge is the antithesis of the transient, urban lifestyle, but it can take place in an urban setting. No matter where it is applied, in essence it offers a new type of simplicity and security.
Hygge can pop up in all areas of our lives: it is the warm flicker of a candle and crisp snow under our feet. It is a meal with family and friends. A picnic outdoors or a beautifully decorated home. It is the smell of an apple cake or freshly-baked bread, of pungent pine resin or fresh needles from a fir tree.
“Smells awaken very specific memories and trigger associations – and this is what makes them so powerful. This is the essence one needs to harness if you want to translate a positive feeling like hygge into products and fragrances,” says Christian Lüke, director R&D/Marketing at the German fragrance house Düllberg Konzentra. The company has produced numerous creative ideas for this topic, ranging from shower gel and body lotion to home care products where fragranced
November 2019
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