Pinterest trends and new home fragrance launches

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Home Fragrance Trends Forecasts

Lifestyle and home trends predicted by Pinterest that will have an impact on home fragrance trends

Roz Wicks
January 19, 2023

Just recently I was talking about the latest trend predictions from Pinterest that will be effecting the personal care market this year and added some ‘TrendAroma Trend Notes’ with a bit more background for fragrance marketers.

In this article I’m sharing the home interior and lifestyle trends from the ‘Pinterest Predicts 2023’ report, as they are both key market drivers when it comes to new home scents, and you can see many of them being reflected in new launches in recent Home Fragrance New Product Trend Reports.

Pinterest Trend: All the Raves

Rave culture will reign in the year ahead. As Gen Z and Millennials recover from over two years in lockdown, they’ll take over nightclubs, warehouses and house parties all over the globe. Techno style, rave fashion and house music outfits are all trending up.

Behind the trend

As pandemic restrictions continue to relax, it’s no surprise that Gen Z and Millennials are reigniting their love for rave culture and its signature aesthetic. People want to find inclusive, freeing spaces where they can let loose and dress however they want.

Key Data

House music outfits +185%, Berlin rave fashion +250%, Rave party aesthetic +35%, Techno style +60% and Music mixer +115%

TrendAroma Trend Notes

Bright and colourful and ready for the next generation. This made me think of the new brand from Newell Brands; the Friday Collective. It’s got all the party vibes! Fragrances include; Last Night, Sunset Disco, Day Party, Daybreak Rave, Wake-up Call, Star Lust and Shower Playlist.

Pinterest Trend: Home Front

The backyard has had its moment—it’s time to serve the greeter good. In 2023, the front porch will get the spotlight treatment. Rising searches suggest Boomers and Gen X will adorn their entrances with elaborate decor and embellishments.

Behind the trend

Even as house prices continue to rise, people will look to add value to their homes in personal and budget-friendly ways. Entryway and porch makeovers may sound small, but they can pack a big punch for people who want welcoming exteriors to match their individualistic interiors. Talk about first impressions.

Key Data

Foyer entryway decor ideas +190%, Front door portico +40%, Front door transformation +85%, Garden front of house entrance +35% and Porch for camper +115%

TrendAroma Trend Notes

Scents that welcome people into the home – cozy, comfortable and charming. Thinking back through recent New Product Trend Reports to some AW22 launches from Illume that fit the trend perfectly...Hidden Lake; Grounded in lush green leaves, with a heart of freshly fallen rain, kissed with a sparkle of lemon, Terra Tabac; Grounded in sheer cashmere musk, with a heart of bright tobacco leaf, kissed with sunny sweet orange and Hinoki Sage; Grounded in soothing cypress, with a heart of gathered garden herbs, kissed with salted citrus.

Pinterest Trend: RomCom Core

Move over, barbiecore—there’s a new main character in fashion. In 2023, Gen Z and Millennials will romanticize their closets with slip dresses, tube tops, cargo pants and claw clips. Get ready for a new kind of meet-cute, inspired by your favorite romantic comedies from the 2000s. For Millennials, this might be a nostalgic trend, but for Gen Z, it’s not-stalgic: Who says that just because you didn’t live through it, you can’t live in it?

Behind the Trend

Y2K fashion has been trending for a while. Now, people are chasing more than an aesthetic: They want that main character energy that defined the movie industry in the 2000s. That means upgrading everyday moments and making small habits, like trips to the coffee shop, feel like a scene from their favorite romcom. But this time, they’re the star.

Key Data

2000s girl +235%, Cool girl aesthetic outfits +140%, Pink mini skirt outfit +145%, Rhinestone dress+90% and Summer outfits vintage 90s +150%

TrendAroma Trend Notes

Romantic candles are a go from January onwards and Valentine’s scents have never been more fun! I mean Goose Creek have launched a six candle Scooby Doo range for their 2023’s Valentines collection – maybe to solve the mystery of love? Yankee Candle’s new collection which includes Art in the Park with powerful notes of green apple, fragrant flowers, and a base of soft woods is definitely a throwback to the 90’s – green apple shampoo from The Body Shop anyone – it was like a 90’s staple!

Pinterest Trend: Mush-rooms

Boring homes, be gone. In 2023, Gen Z and Boomers will make room for weirdcore design, mushroom decor and fantasy art in their sacred spaces.

Behind the Trend

During lockdowns, people needed new ways to express themselves creatively without leaving home. So, they turned their bedrooms into creative havens and experimented with aesthetics like “weirdcore decor.” This form of maximalist self-expression will only continue to rise in the year ahead.

Key Data

Fantasy mushroom art +170%, Vintage mushroom decor +35%, Funky house decor +695%, Weirdcore bedroom +540% and DIY mushroom decor +77%.

TrendAroma Trend Notes

There have been loads of new launches that lean towards the weird and wacky, sorry I should say ‘ultra creative’ in home fragrance and slogan candles definitely fit in here, but I’m going literal and thinking about the ‘mush-room’ side of the trend!

To be honest vegetal notes are trending so much in fine fragrance I’m expecting a lot more in home fragrance in the next few year. Loewe did a vegetable based candle range back in 2020 including Beetroot, Coriander and Luscious Pea, whilst DW Home’s 2022 Superfood range included scents like Turmeric Ginger,  Pomegranate Blueberry, Carrot Golden Beets, Avocado Watercress and Blackberry Kale.

From 2023 onwards vegetable notes will open up a whole new sub-category of gourmands – the olfactory opposite of the sugar-dusted releases we are used to now or the ultra garden/herby scents. Creamy cauliflower notes, rich truffle notes and sweetened carrots (maybe teamed with chai) are a few of the new influences.

Pinterest Trend: Hipstoric Home

In 2023, people will find new ways to honor old stuff in their homes. Got a hand-me-down handy? These searches are helping people combine vintage—often inherited—pieces with their modern styles. Thanks to the Boomers and Gen X driving these trends, antiques have never looked so chic.

Behind the Trend

Looking for ways to make their homes uniquely theirs, Boomers and Gen X are rejecting the mass-produced and re-imagining vintage and hand-me-down pieces. The result? Soulful spaces that merge self-expression and historical nostalgia.

Key Data

Eclectic interior design vintage +850%, Mixing modern and antique furniture +530%, Antique windows repurposed +50%, Maximalist decor vintage +350% and Antique room aesthetic +325%.

TrendAroma Trend Notes

With a ‘soulful and historical aesthetic’ my brain wanders off to leather notes. The new DS Durga Parquet Leather may be inspired by basketball but its notes of orange leather, maplewood, red oak parquet, & fancy sneakers hit all the right notes for the trend. Jo Malone London have also released their Intense Colognes collection in candle format with Myrrh & Tonka and Dark Amber & Gingerlily which sound like a vintage interiors perfect match to me!

Pinterest Trend: The Yolo Years

Sorry kids, Nana’s got plans. In 2023, Boomers and Gen X will plan epic bashes for major milestones, from 100th birthday parties to 50th anniversaries. And Oldbashes are way bigger than bingo—look no further than jubilee cakes and thoughtfully decorated cookies. You know what they’ll say: more years, more reasons to party.

Behind The Trend

The pandemic was a difficult time for everyone. Now that restrictions have eased and normalcy has re-emerged, Boomers and Gen X are determined to make the most of the present moment. Celebrations will take on new meaning for this audience in 2023—and they’re the life of the party.

Key Data

100th birthday party ideas +50%, Golden anniversary party +370%, 50th anniversary cookies decorated +135%, 80th birthday party decorations +85% and Silver jubilee cake 25th anniversary +245%.

TrendAroma Trend Notes

Nana’s gone wild! Queenagers are the new teenagers and everyone is all for the moment and the adventure! Nothing captures ‘moments and memories’ better than a fragrance – it’s why I created the ‘Celebrations and Occasions’ Trend Forecast as consumers find more way to squeeze happiness in and dopamine has never been so important!

So, adventure and destination are the market drivers here, and Bath & Body Works has started 2023 with new launches that are fitting the vibe and include; Sailing in the Mediterranean with notes of ocean sea spray, aloe vera nectar & driftwood, Springtime in Paris with notes of soft peach, lotus blossom and fresh bergamot and Weekend in Rome with notes of bubbly champagne, juicy peach and hints of vanilla.

Pinterest Trend: Now Processing

More ways to feel your feels in 2023. Alternatives to talk therapy are on the rise—like expressive art and music therapy—as well as art journaling, which is up a whopping 37x. Gen Z and Millennials are driving this trend, seeking new, creative ways to work on themselves.

Behind the Trend

In recent years, the conversation around mental wellbeing has entered the cultural zeitgeist. Due to this shift, people will feel empowered to look beyond traditional talk therapy and find the best creative outlets to support themselves—from music to journal writing to expressive art activities.

Key Data

Writing therapy +1840%, Expressive art therapy activities +120%, Music therapy +30%, Journal writing prompts therapy +220% and Art journal therapy +3755%.

TrendAroma Trend Notes

Home scents for wellness are not going to be hard to find in 2023! The latest collection from Paddywax; Flourish includes; Yuzu Woods, Driftwood & Oak, Wild Iris, Green Bamboo and Tobacco Oud. All the diffusers and candle scents have been designed to provide a ‘pleasant energy’ to surroundings.

Supporting the yoga/meditation/therapeutic direction of the trend what better than DW Home’s new Signature Celestial collection with Dahlia Star, Starflower Galaxy, Celestial Orchid, Primrose Moon and Iris Aurora – all gentle florals teamed with ‘an out of this world’ feeling, that’s both creative and artistic.

Overall, the home fragrance market is set for positive growth well into 2027 onwards. Tracking how people live their lives and the ways in which they decorate their home provide key insights into how fragrance trends develop, and already we are seeing new collections launch fitting around these Pinterest predictions. If definitely looks to be another interesting year of fragrance trend tracking! 

Download a Home Fragrance Trend Forecast to find out what’s next on the trend radar for 2024, or sign up to a New Product Trend Report for on-shelf innovation and trend development insights.

For a category deep dive in to home fragrance and air care, with new trend driving products, and future fragrance focused predictions, get in touch and ask for a bespoke project proposal.

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