Local Delicacies Inspire New Wave Of Fragrances

By Atira Khalisha Nor Adnan

KUALA LUMPUR, June 28 (Bernama) -- Food-inspired fragrances are gaining popularity not only among perfume enthusiasts in Malaysia but also in Indonesia, where scents inspired by local favourites such as kopi ikat tepi, cendol and ketayap are attracting a growing following.

While gourmand fragrances have traditionally been associated with vanilla and caramel, which have long enjoyed widespread appeal, the perfume industry is now embracing scents inspired by mangoes, matcha, pistachios and an array of desserts to satisfy consumers seeking more imaginative and distinctive olfactory experiences.

Live-selling host Szindore Muhammad Ammar Jamil said the trend inspired his company to create the Malaysian Delight Series, a collection that highlights the local food identity.

pic-2

"We found that many customers like the Malaysian Delight Series. Even perfume enthusiasts from Indonesia like the fragrances inspired by our local food," he told Bernama at the Fragrance of Asia Showcase at Sentul Depot here. The three-day event ends on Sunday.

According to Muhammad Ammar, not all gourmand fragrances are suitable for daily wear as some of them possess an overly “creamy, thick and sweet character”.

As a result, some of these fragrances are produced as exclusive collections aimed primarily at perfume collectors.

pic-3

"Not everyone enjoys perfumes that smell like food. Most buyers are collectors. These fragrances are also priced slightly higher because some are produced in limited editions, making them more valuable among collectors.

"For everyday outings, such as going to the shopping mall, customers usually prefer to use fresher notes, such as the citrus accord in our Teh Singo fragrance, rather than gourmand scents, which are better suited for special occasions," he said, adding that younger consumers are increasingly drawn to gourmand fragrances.

Meanwhile, Amthra Bali founder Mitha Italia said creating food-inspired perfumes requires careful balancing of fragrance formulas to ensure the scent is not too “heavy” or so realistic that it smells edible.

pic-4

"Our pistachio fragrance is inspired by pistachio ice cream, but we made it lighter and fresher by incorporating citrus and musk notes so that it is more comfortable to wear.

"If a fragrance is too ‘sweet’, like chocolate, we have to soften it so that it still retains the identity of the food while becoming more subtle and wearable," she said, adding that food-inspired aromas are also known to uplift a person's mood.

The Fragrance of Asia event brings together perfume brands from Malaysia, Indonesia, Singapore and Thailand.

pic-5

Its founder Erick Chua said the event offers visitors an opportunity to gain a deeper understanding of the perfume-making process, from raw ingredients to the finished product.

"Visitors can also sample and discover a wide range of fragrances, from classic scents to more unique creations," he said.

-- BERNAMA