A new, one-of-a-kind air freshener has been launched to help remind sun-starved Brits of hot summer holidays gone by.
Smell of the Open Road has been created to evoke the nostalgia of trips to the beach or countryside with friends and family – packing up the car and heading off on an adventure with nothing but blue skies on the horizon.
To define the signature scent, researchers at Ripe Motorhomes surveyed 2,000 UK holidaymakers on the smells they most closely associate with summer road trips and staycations.
These were:
- Salty sea air
- Smoky bonfires
- Flower fields
- Damp blankets
The company then worked with NIBA, an expert specialising in bespoke fragrance commissions, to turn these four most frequently mentioned elements into one nostalgia-soaked summer scent.
Available as an air freshener, the product is set to offer Brits a reminder that sunnier times do exist while on their next commute, school run or trip to the dentist.
Its launch comes during an unseasonably cold June and in the aftermath of the wettest spring on record, leaving many people in despair at the forecast and the prospect of yet another disappointing summer.
John Woosey, Founder of Ripe Motorhomes, commented: “Everybody will have fond memories of summertime adventures gone by – especially as 2024 has so far been severely lacking in opportunities to recreate them.
“Research suggests that the connection between scent and memory is incredibly strong – in fact, emotional moments may be captured along with a certain fragrance and ‘locked’ away in our brains for decades. All it takes is one hint of the smell associated with that memory and it can bring the feeling flooding back to our minds.
“With Smell of the Open Road, we wanted to do just that: bottle the fuzzy nostalgia of summer holidays and help give Brits a boost during what has been a very disappointing year of weather so far.”
To find out more about Smell of the Open Road and to get your hands on one of the limited-edition samples, visit this page.
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