CPL Aromas, the world's largest exclusive fragrance house, has organised a major event in the city of London. The event, revolved around their global fine fragrance macro trend for 2024: HYPERDOSE. The spirit behind the macro trend is maximalism, and the trend really came to life in central London with scented installations of each concept within the range.
The fragrance house has explained that Hyperdose is a play on words and the concept revolves around the idea of maximalism, which is an artistic movement that celebrates abundance and self-expression, and aligns with the beast mode trend, or fragrances that offer longevity. CPL Aromas' Global fine fragrance team has created a collection of fragrances that embodies the principles of maximalism, offering self-expressive perfumes that leave a lasting impression.
The fragrance collection is divided into five pillars of maximalism: Joyful, Dark, Vintage, Folklore and Meta. Each pillar represents a different aesthetic and style within the maximalist trend. These pillars, along with their aesthetics, materialised at the Hyperdose event, with immersive experiences that spanned multiple senses, applications and olfactory areas. From the joy of Joyful with vibrant colours, whipped ice cream style body creams, to the more luxurious and indulgent scene of Dark with draped fabrics, decadent chords and laundry applications. Vintage maximalism touches on the desire for individualism and nostalgia, offering an aesthetic that incorporates traditional materials with a modern twist, connecting scent with memories, while Meta represents an avant-garde futuristic design that fuses experiences that take us into unknown worlds, such as virtual reality and scented spaces.
Fine Fragrance's Global Sales Director, Sam Pringle, has elaborated on the event: "Hyperdose is a unique multi-sensory creative event, an exclusive opportunity for our clients and creative teams to celebrate maximalist expression and artistic perfumery together. We look forward to bringing the 'Hyperdose' event and the bold collection of fragrances to other locations and to many more CPL customers around the world". The Hyperdose exhibit will travel across CPL Aromas' global divisions.