We’re witnessing the ‘wellnessification’ of absolutely everything. Beyond boosting their physical health with fitness and nutrition, people are looking for a path to being well in all aspects of their lives, including their finances, careers, activism, spirituality, home design, tech usage, and so much more....

Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

Ffern is a Somerset-based perfumery that produces four seasonal, small-batch scents per year for its members’ club-style ledger of committed customers. How has the brand utilised transparency, membership, and limited runs to create an air of exclusivity and intrigue around its luxury fragrances?

The global aromatherapy market has steadily increased since the mid-2010s, but the added stressors of 2020 – coupled with an increased awareness of a connection between our sense of smell and the mind – has created a renaissance for the centuries-old practice.

Major luxury brands reign over the global fragrance market, but in China, many scent shoppers are eschewing big names in favour of small-scale and home-grown perfumiers. Why exactly are they drawn to niche labels? And how can international brands adapt their strategies accordingly?

The easing of lockdown measures is leaving people in a bind. Though many remain wary of contracting COVID-19, there’s a common desire for physical interaction after months of social isolation. So, how can shops, restaurants, and leisure spaces create experiences that keep us safe and connected?