Beauty has an unexpected new player — though one that certainly plays well with the prevailing trend of gourmand fragrances.
On Aug. 13, Auntie Anne’s will launch Knead Eau de Pretzel, a perfume inspired by the soft pretzel chain’s signature offering. Retailing for $45 for a 3.4-ounce bottle and $25 for a 1-ounce bottle, the scent combines notes of buttery dough and salt with “a hint of sweetness.”
“We wanted to create something that not only evoked the aroma of Auntie Anne’s pretzels, but that was also very wearable,” said Julie Younglove-Webb, senior vice president and chief brand officer of Auntie Anne’s, adding “Gen Z plays an important role in Auntie Anne’s success, and we know that they’ve been driving fragrance-buying in a way that encourages adventurous scents.”
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Indeed, Gen Z has propelled interest in gourmand fragrances, which saw a 110 percent increase in Google searches over the last year, according to Trendalytics. Social media buzz for “gourmand perfumes,” meanwhile, has soared 225 percent.
“We thought we’d tap into that,” said Younglove-Webb. “It’s another way to connect with our audience and offer them a new way to experience Auntie Anne’s not just at the mall or at our street-side locations, but in daily life.”
The food chain, which operates more than 2,000 locations worldwide, will inaugurate the launch with a pop-up “Pretzel Parfumerie” on Aug. 13 at 433 Broadway in SoHo, New York, where guests can shop Knead, collect free merch and, of course, enjoy a pretzel.
