Myth

Myths are stories created to give meaning to social order or values. They reflect the underlying human need to find patterns of order in the social world and to combat chaos and disorder. These stories as myths come to express the fears, dreams, goals, anxieties, and ambitions of societies and individuals, as well as the central ideas of the time.

Most people can’t smell their own homes, yet many people use candles, sprays and other products to make their home smell in a particular way. Our ethnographic research for a global fragrance house showed the manner in which consumers attempt to project new ideas about themselves through the use of fragrance in their homes, helping them to escape the disorder (and the mess!) that surrounds them.

These ideas and smells become myths – myths which are used to establish a sense of order amidst the chaos. These myths created through subtle olfactory cues, allow consumers to believe they are looking after their family by having a strong ‘clean’ smell in the bathroom, creating a solution for airborne allergies, or curating a warm and cosy environment for guests.