Creating a narrative behind a brand is essential to build an emotional connection between consumer and product. Particularly in fragrance, the ingredients and descriptions of a scent aren’t usually something the average shopper can relate to, so stories can be used to help describe the mood, occasion and emotions that the scent depicts. Gorilla perfumer Mark Constantine says, “perfumery is an expression of things that have happened to us, or things we feel emotionally attached to”. The minute a consumer puts an emotion or time to a smell, the have memory of it.

Following an industry conference with Nick Gilbert, I gained some valuable insights into the reasons behind storytelling. He began by explaining how it has a wide influence on how consumers purchase and connect with the brand. He stressed that packaging has no persuasive characteristics on the consumer so it’s important to create a story that becomes a reason for the consumer to buy into the brand. “Fragrance communication is difficult so each bottle must belong a story that can be sold to a customer”

Penhaligons fragrances is a great example of this. This collection is dedicated to curious representatives of the British aristocracy. With dramatic names like ‘The Revenge of Lady Blanche’ and ‘Much Ado About the Duke’, they are suited to stylish bottles with gold-plated animal heads as stoppers.

“Portraits” is a tribute to the English spirit; between establishment, humour and provocation”

The new collection consists of four parfums, represented as family members. The Stag figure describing the curious, mythical father, The Bear who draws on narcissus, iris and hyacinth to paint a portrait of his wife a social butterfly who hides a terrible secret. The Coveted Duchess Rose, the daughter who is married to eccentric and freedom-loving Duke, represented by the rosy-leathery fragrance named Much Ado About the Duke.

Within stores, this collection is presented in an afternoon tea situation. Each fragrance belongs in a cupcake case layered in tiers for different courses. The array of olfactive treats are on the menu, including two citrus scented cocktails. A developed palate is a must to detect the hints of mandarin, petit grain and patchouli. The illustrated packaging and intricate detailed bottles require a consumer who is engaged in the stories behind fragrance, creating a personal connection as the story suggests how the scent was formed.

Penhaligon’s also offer an Instagram (@Penhaligons_Portraits) which presents a quiz which determines which character suits the consumer most. For consumers which buy into the brand, it adds another dimension of connecting on an individual level as well as creating a special, personalised fragrance. Using social media is a good method of gaining interest into the new collection and receiving an increase in younger generations researching into the brand.