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The auto industry and the fragrance industry actually move in their own spheres. But recently there are more points of contact.
The actual core product of the auto industry is of course cars. But the corporations also like to flirt with other and sometimes completely foreign industries. Some dare to venture into the world of fine fragrances. Chic flacons, inspiring bouquets and flowery names are intended to seduce potential buyers of automobiles as promotional gifts. Several years ago, for example, Citroen and Peugeot were very busy in this area, but now the French have left the perfume business again. Small smells are currently celebrating a small comeback, especially in e-mobility.
No. 6 mood lines
For example in the electric flagship EQS from Mercedes. No. 6 Mood Linen is the name of the special fragrance that the car manufacturer had composed for its new super-Stromer. When you think of No.6, of course, everyone immediately thinks of the legendary Chanel classic No.5, but the number 6 is more a reference to the year 1906, the year when the traditional German brand added its first “Mercédès Electrique” vehicles to its model range recorded. If the Air Balance package is on board an EQS, the olfactory organs of the occupants can be ensnared by the “green note of a fig lying on a piece of linen”. It remains to be seen whether this historic bridge will succeed with this odeur.
Mach Eau GT
The new “Mach-Eau GT” scented water from Ford wants to conjure up the good old days in a very striking way. Even the well-designed bottle in a petrol pump look with a rapidly galloping wild horse refers to the good old days of the internal combustion engine, which once made Ford great. The company has arrived in the electric age, but its classic customers seem to be alienated with the new, clean car world, as a survey shows, in which at least 70 percent said they missed the gasoline smell in electric cars. That is why there is now the Mach-Eau for the full-blooded Stromer Mach-E, which is supposed to convey the Mustang heritage in terms of smell with a smoky note and the appearance of rubber and an animal element. The nasal culture shock when switching to the modern Mustang should be a bit smaller.
HiPhi
The electric car start-up HiPhi, on the other hand, is looking completely towards the future. Especially for their luxury Stromer X, the Chinese have entered into a partnership with the Swiss fragrance expert Givaudan, with the aim of elevating the luxury electrician to a higher level in terms of luxury with the help of fine fragrances. In any case, the perfume giant Givaudan has announced its pleasure to be able to integrate its fragrances in New Energy vehicles for the first time and thus enable premium experiences through the olfactory sensation. Several perfumes are to be created especially for the X in Givaudan's globally specialized perfume school in Paris. The fragrance holder in the vehicle can hold three fragrances at once. HiPhi customers should also have the opportunity to design their very own fragrance for their X.
Eau de NewCar
In addition to manufacturers, business areas in the automotive industry have recently discovered the world of fragrances for their marketing. “Eau de New Car” is the name of the perfume presented in 2020 by the internet evil AutoTrader from Great Britain. The exclusive fragrance should therefore “replicate the seductive and inspiring smell of a new vehicle”. Notes of fine leather and hard wax from the highest quality vehicles with a finish of musk and carpet aroma were promised. However, only 10 bottles with 50 ml content were sold at a unit price of more than 200 euros. They are long gone and will not be reissued. In fact, there was no serious sales intention behind this perfume number, but rather a creative PR campaign that successfully brought the AutoTrader name to the media.
F1 Fragrances Engineered Collection
A perfume series called “F2020 Fragrances Engineered Collection”, which has been offered by Formula 1 since the end of 1, is also intended to attract primarily attention. According to the press release, this was developed to take fans of the racing series on a Formula 1 trip that includes several stages. While one fragrance composition conveys the notes of rubber abrasion, rain and salty asphalt, another conveys the joy of partying with a champagne accord, dry amber and wood aroma. The collection comprises a total of five bottles with different fragrances. The price per fragrance is 225 euros.
