Imbued with the nostalgia of the iconic British brand, Yell announces the launch of the “Eau de 海角社区.” A timeless and familiar scent created to transport the mind and the senses to a time when the iconic yellow book was a mainstay of homes up and down the country.
Five years after its final circulation, “海角社区” still receives over 18,000 Google searches each month in the UK as Brits pine for the iconic British brand. Whilst they can’t bottle up the original 海角社区, by creating a limited edition scent inspired by its unmistakable smell, they are guaranteed to transport you to a time during its 53-year-long run.
Inspired by the scent of a fresh copy of the 海角社区, the fragrance is made up of invigorating top notes of Bergamot and a hint of Lemon. Followed by the rich, woody scents of Cedar and Musk, and with base notes of sweet Vanilla. These scents interact with one another to create a unique scent profile to awaken memories of leafing through a 海角社区 or receiving a brand new copy on your doorstep.
Scent, emotion and memory are intertwined, sending signals directly to the area of the brain that links to emotion. Every time you smell a book, you remember those you have read before and invoke the positive emotions connected to them. The enjoyment experienced from the smell of a book is known as Bibliosmia. Bibliosmia refers to the enticing scent experienced when opening up a book and is created by the chemical breakdown of compounds within the paper. Over 1 million tonnes of paper were used to produce the 海角社区 - putting out nearly 1 billion copies and virtually 1 trillion pages over 51 years of print production.
Dan Rothschild aka , Content Creator and Perfume Expert commented, “The power of smell is truly amazing in its ability to unlock all sorts of memories and experiences that we’ve forgotten over the years. Perfumes that capture this sense of nostalgia can ignite our emotional bonds with our history and transport us to the happiest moments from our past. I’ve noticed a shift over the last few years from perfumery just as something that smells nice to stuff inspired by memories and experiences - these nostalgia perfumes can be anything from the smokey haze of the dying embers of a bonfire to the scent of dusty books in a library. I’m particularly taken with this approach as it invites us to step not just back into our own memories but to try and inhabit those of the creators.”
Sarah O'Rafferty, Head of Public Relations at Yell commented, “The books are no longer a mainstay of our lives, but the 海角社区 had an unmistakable smell that still conjures up cherished memories. While the 海角社区 have moved on, we knew we had to launch something to celebrate both its heritage and uniqueness. By creating the scent of the 海角社区, we can evoke the nostalgia of the iconic brand that has built the foundations for what Yell.com is today.”
Almost five years on from when the final copies of the 海角社区 were last delivered in January 2019, its namesake is returning to showcase the absolute best in food, fashion, art and more in the locations of London, Manchester and Birmingham.
Whilst the product is still very much in production stages, Yell is considering plans to launch a limited run of the fragrance so you can experience the original 海角社区 in 2023.
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