It’s no longer just about hygiene, but about a complete sensory experience. Sweet, familiar scents can generate pleasure, nostalgia and comfort. Not everyone likes it.
Fragrances inspired by donuts, cakes and sugary syrups are taking the personal care world by storm — but not everyone is welcoming the trend with open arms.
A “gourmand” fever has led brands to create soaps, deodorants, lotions and candles that evoke sweet memories and moments of comfort.
comments: “That guy smells like donuts” and “Why does it smell like pancakes here?” Some customers covered their noses, while others directly questioned Anthony: “How can you stand smelling like that?”
A Dovefor example, in partnership with Crumbl Cookies, launched products such as Lemon Glaze body scrubs and Confetti Cake shower gel. Native, in collaboration with Dunkin’ Donuts, created Vanilla Sprinkle deodorants, Blueberry Cobbler lotions and Boston Kreme shampoos. Bath & Body Works and bakery Milk Bar have also joined the trend with Birthday Cake-scented body sprays and hand sanitizers.
But the trend divides opinions. Those who use the candy on their body confess to hearing comments such as: “That guy smells like donuts” and “Why does it smell like pancakes in here?” Some covered their noses, while others asked, perplexed: “How can you bear to smell like that?”
But for brands, this polarization is even desirable. Part of the fun in introducing these products lies in the discussion they provoke: “Would you use this or not?”.
