The Swedish Perfume That You Pay for with Your Time in Nature

Deep in the Småland woods of Sweden, there is a “forest-based perfumery” where perfume brand Koyia invites customers to “pay” by spending 599 seconds being still in nature instead of paying 599 Swedish kroner to buy the perfume. It’s a powerful statement and unique idea that’s quickly going viral, and there are several reasons why it works:

“Because the consumer must give something finite and deeply personal — their time — the perfume feels earned. This creates stronger attachment and loyalty...