Beauty takes an unexpected turn when it mixes with food, especially when it comes to perfumes. Why wouldn’t you want to smell like french fries or cookies? The overall trend of gourmand fragrances, or fragrances inspired by food, is an ever-growing trend. Statistically, there has been a 139.6% year-on-year rise in the search “foodie fragrances” in 12 months, ending in December 2023. The trend of food-inspired perfume isn’t new, but there’s a new savory perfume that you should add to your cart. On August 13, Auntie Anne’s will be launching “Knead Eau de Pretzel,” a pretzel-scented perfume, to smell like your favorite snack.
What does Auntie Anne’s new perfume smell like?
Knead Eau de Pretzel’s scent is meant to emulate salt, buttery dough, and just 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, Auntie Anne’s Senior Vice President and Chief Brand Officer in a statement.
She also stated that Gen Z plays a major role in the success of Auntie Annes and “we know that they’ve been driving fragrance-buying in a way that encourages adventurous scents.”
Auntie Anne’s is launching on August 13 its very own Pretzel Parfumerie in Soho, New York at 433 Broadway Street. Open from 12 p.m. to 7 p.m., the parfumerie will be a full sensory experience. The shop experience includes a complimentary tote bag, a chance to eat Auntie Anne’s Original Pretzel, and an additional item of their choice for whoever buys the Knead perfume.
“Over the years, fans have shared their memories and experiences that began with just a whiff of our pretzels, we’ve bottled that moment and can’t wait for fans to enjoy it in a whole new way,” said Younglove-Webb.
The Knead Eau de Pretzel will retail at $45 for a 3.4-ounce bottle and $25 for a 1-ounce bottle on Auntie Anne’s website starting on August 14.