Indonesian self-care brand Botanical Essentials, in collaboration with experience curator Haluu, has launched Scentarium: A Life Journey through Scent. This immersive exhibition converts a section of Jakarta’s Grand Indonesia mall into a multi-sensory exploration of fragrance, memory, and emotion.
The launch departed from conventional perfume presentations, replacing display shelves and fragrance strips with a series of immersive, themed rooms—each designed to reflect a distinct scent narrative. From the serene minimalism of Solace to the sunlit warmth of Desert Sunset, each space combined visuals, textures, and sound to amplify the emotional resonance of scent.
The latest collection from Botanical Essentials includes seven Eau de Parfum variants—Where It Begins, Solace, In The Clouds, Sanctuary, Summer Fling, Desert Sunset, and After Hours. Rather than centering solely on the fragrances themselves, the collection emphasizes the introspective experience they inspire, reflecting the brand’s core philosophy of self-care that promotes emotional well-being.
The installation reflects a strategic commercial approach, with the founder noting a significant rise in self-care and wellness awareness in Indonesia over the past five years, coupled with increasing demand for safer, more natural products.
Botanical Essentials is establishing its presence in the fragrance market with perfumes crafted from globally sourced natural ingredients, including 20% to 47% upcycled materials such as vetiver roots, patchouli leaves, rose petals, and vanilla. The products are dermatologically tested and comply with International Fragrance Association (IFRA) safety standards. What distinguishes them, however, is the innovative technology integrated into the scent formulations.
Each fragrance formula incorporates Mood-Certified Scent Technology, which is based on over 40 years of brain-mapping research involving 7,000 participants. According to the brand, this science supports the development of scents designed to promote happiness and enhance emotional well-being.
According to the CEO of Haluu, this type of brand collaboration extends beyond mere visibility. Priced at IDR 359,000 (approximately USD 22), the perfumes are available through major e-commerce platforms and at various pop-up locations, including Grand Indonesia, Eastvara Mall, Tunjungan Plaza 3 in Surabaya, Sidewalk Jimbaran in Bali, and Icon Mall Bali.
(Source: Marketing Interactive)
