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Following the June launch of Boutique Botanicals, a collection of scent beads inspired by fine fragrance, Downy (Procter & Gamble) is continuing its premiumisation strategy with the opening of the Downy Fine Fragrance House, an immersive experience taking place this summer in Charleston, South Carolina, and Mason, Ohio.

A new kind of scent is discreetly making its way into the heart of our homes. As vectors of comfort and well-being, functional fragrances are trending toward premiumization, transforming ordinary moments into singular rituals. A look at the new ways of scenting the home.