Only one creature is missing… This mysterious fragrance, which is supposed to evoke the presence of a loved one, is causing a sensation on TikTok. So much so that the perfume accumulated millions of views on the social network and quickly ran out of stock.
The hashtag #PerfumeTok has over 3 billion views on TikTok. Videos of people praising the perfumes of well-known or so-called “niche” brands on the platform arouse the curiosity of Internet users and create new trends. Only through the screen, evocative descriptions and metaphorical comparisons of fragrances make you feel the smell of expensive elixirs in real life. Thus, fragrances such as Baccarat rouge from Maison Francis Kurkdjian, Libre from Yves Saint Laurent, Delina from Parfums de Marly, or Glossier You from Glossier are among the stars on social networks. ranked and often sold out at their dealerships. The latest buzz to date. Perfume called Missing Person (in English: “person you miss”) from the American brand Phlur. The scent is said to induce tears and bring back painful memories to those who dare to smell it.
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Live feelings
Indeed, many international beauty influencers have posted videos of themselves discovering the fragrance by filming their first reactions to smelling it. Many people describe it as “comforting”, “warm”, “soothing” or even “familiar”. Some tell subscribers a personal anecdote that immediately gets the juice going, while others break down in tears remembering an ex-lover or loved one who has passed away. For example, American content creator Rachel Ziegler says it gives her a “feeling of being in love.” Her colleague, American makeup artist Mikayla Nogueira, adds that it “smells like the person you love and miss,” before ending her review on the verge of tears.
In total, the #Phlur MissingPerson hashtag listing all videos about him has more than 12 million views. This virality eventually turned into a very real economic success. the product is finished sold within hours, and more than 200,000 customers registered on the brand’s website to be alerted when the perfume is back in stock.
“Bottle” nostalgia
However, in the composition of this perfume there is no mystical ointment or forbidden substance hidden. According to its description on the brand’s official website, Missing Person combines notes of musk, bergamot, jasmine and neroli with base notes of sandalwood.
Chriselle Lim, an American fashion designer who bought the brand in 2021 (originally launched in 2015), says she was inspired to create the fragrance by her personal grief. “I was going through a very difficult period in my life and was going through a divorce when I started working on Missing Person,” he says in an interview with an American magazine. Refinery29. “When I was developing it with Constance Georges-Picot’s nose, I described to her how I felt emotionally. I felt lonely and wanted to ‘bottle’ something that smelled familiar, taking me back to a time when I felt safe.” The businesswoman rightly admits that this story was an integral part of product marketing.
“It’s a fragrance that captures the warmth of someone’s skin on your skin,” continued Chriselle Lim in another interview with the British publication. Grace , explaining this success by the fact that the scent is “accessible and palpable to everyone, universal.” “We all have a missing person in our lives. The beauty of perfume is that it is inherently nostalgic and takes people back emotionally to a moment in time, she says. I think it has almost become a healing scent for people. It opens them up and inspires them to accept the emotions they’ve been through and talk about those they’ve missed.” Language borrowed from aromatherapy and major new research in neuroscience examining the benefits of perfume on the brain.
Source: Le Figaro
