Sleep, skin and body care brand This Works is launching its first-ever functional fragrances as the brand expands into the scent category.
The sandalwood and pink pepper scent, Own Time, is a ‘science first fragrance’ said to support the nervous system and sleep quality.
Dr Anna Persaud, CEO of This Works, told Cosmetics Business: “Own Time was formulated as a neural transition cue, a luxury Eau de Parfum that sends a sensory signal into the brain that the cognitive load of the day is done, supporting a down-shift from daytime alertness into a softer parasympathetic evening calm without dulling cognition.
“The outcome: you feel calmer while remaining mentally sharp – that is regulation, not sedation.
“Intelligent olfaction, threaded into the circuits that modulate stress, emotion and autonomic state.”
Persaud explained that consumers’ wants and needs are shifting, and said: “We are entering [the fragrance category] because consumers no longer want calming claims, they want calming mechanisms they can feel.
“Launched from our proprietary Neuro Platform, blending functional fragrance with mindful tactile application behaviours, we believe this marks a major advancement in nervous-system care.”
The fragrance joins an existing line of sleep-centred products and calming concoctions.
Persaud continued: “Our portfolio was first built around sleep and therapeutic evening calming blends.
“Own Time is an elevation into fine fragrance without losing function.
“Traditional This Works blends help you sleep better, Own Time helps you transition to evening arousal first, then sleep better as the natural result.
“It sequences state change, not ambience.”
How consumer needs are changing in cosmetics
Persaud notes how the launch lands as consumers shift their approach to buying beauty.
“Consumers now spend more on fragrance and beauty when products help them feel a different state in their body or mind, not just smell exquisite or look better,” she said.
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