Cedarwood perfume is one of To Summer’s nostalgic fragrances aimed at affluent, young Chinese consumers.Virtually every scent line To Summer produces is a sell-out, snapped up by online customers who are captivated by the headily nostalgic fragrances such as osmanthus flower and cedarwood that evoke powerful childhood memories and emotions.
“I caught the scent of an osmanthus tree and the childhood memories came flooding back,” she says. “It gave me the idea to create a perfume that would remind people of when they were growing up. Osmanthus is a flower that is hugely popular — there was even an osmanthus dessert.” “A lot of brands do live streaming but we don’t do that — we prefer the poetic, warm approach,” Shen says.
She says their first independent store, in Beijing, has been a great success. “In the future, we also hope to open stores in more cities, not limited to shopping malls — it can be individual buildings, which could represent the native culture of that city. In Beijing, for example, we have prepared a traditional Beijing building, in the hutong [alleyway] area and are confident of attracting our loyal customers.
“To Summer emphasises a lot on Oriental scent with plant notes and uses traditional poetry to describe the scent; Scentooze launched fragrance balm in formats that mimic the traditional sachets found in palaces such as the Forbidden City.”
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