The Swedish perfume brand Koyia opened the workshop in the forest where buyers can buy aromas by paying time, not money.
Koyia is called new value measurement units. Instead of connecting money to money, the brand connects the value and attention value. This approach is effective because it reflects deeper cultural changes:
- From transaction to transformation
In the traditional model, value is measured by a cash flow. Here, the value is measured by personal changes. After spending 599 seconds in the forest, a person not only buys souls, but also receives a story that enriches a moment of pleasure and the object. Souls are full of memories of time spent on their acquisition. - From Purchasing to Earnings
The consumer should give something limited and deeply personal, and the time perfumes are perceived as a justified reward. This causes a stronger attachment and loyalty than a simple purchase. In fact, the brand forces the buyer to work for the product, but rather pleasure to force it. - Brand as a meaning carrier
Koyia, who determines “exchange rate” (599 seconds = 599 Swedish crowns), positions himself as an ideological leader not only as a perfume house, but as an ideological leader in the field of culture. In fact, “we decide what is important and we believe that the time spent in nature is more valuable than money.” This position is partly a product, partly philosophy.
Source: People Talk
Mary Crossley is an author at “The Fashion Vibes”. She is a seasoned journalist who is dedicated to delivering the latest news to her readers. With a keen sense of what’s important, Mary covers a wide range of topics, from politics to lifestyle and everything in between.
