Want to smell like Bedok and Yishun? Check out PropertyGuru's new fragrances

Property marketplace PropertyGuru has launched a new campaign ahead of National Day that you are meant to smell.

In partnership with fragrance company Oo La Lab, PropertyGuru has translated the memories and emotions Singaporeans associate with their neighbourhoods into evocative fragrances. The six neighbourhoods translated include: Bedok, Jurong, Ang Mo Kio, Sengkang, Woodlands and Yishun.

The campaign was also accompanied by a series of videos on TikTok that aims to capture the essence of Singapore's diverse districts. The hosts of the videos visited various neighbourhoods, where local residents shared their perceptions of the distinctive aromas that define their communities.

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According to PropertyGuru, Bedok exudes an aura of old money with kampung vibes and a cherished elderly population. The scent of old libraries was translated to notes of cedarwood and ink in the fragrance. Comforting base notes of paper, musk, and vanilla were also incorporated as a testament to Bedok's rich past and strong community.

Jurong was associated with the warm, sweet aroma of chocolate thanks to the abundance of chocolate factories in the neighbourhood. The corresponding fragrance includes rich cacao mingled with vanilla and woody notes, with a hint of musk.

Ang Mo Kio has a distinct industrial scent, influenced by the numerous car workshops and industrial buildings that dot the neighbourhood. The associated fragrance has whiffs of anise and olibanum. Mirroring notes of tobacco and birch tar in Ang Mo Kio’s urban landscape, the fragrance also has vetiver, contributing an earthy and woody undertone.

Sengkang captivated residents with its delightful orchard floral scent, a reflection of its abundant park connectors weaving through the neighbourhood. Its corresponding fragrance includes bergamot and lemon, alongside soothing green and white tea aromas, an orchard floral fragrance that best reflects the region’s urban tranquility. 

Woodlands is known for its irresistible aroma of fried food, thanks to the bustling bazaars that frequent the area. Inspired by the bustle of Woodlands, the associated fragrance has the scent of pepper, thyme, and oregano wafting through bustling streets, tempting passersby with its savoury allure.

Yishun’s fragrance on the other hand features a scent that's as bold as its residents, using a citrusy blast of orange and bergamot to infuse a burst of youthful energy. Rosemary was also used to represent a touch of “herbal mischief”, creating a unique and playful fragrance.

Lastly, PropertyGuru and Oo La Lab also created a more general scent that captures the essence of Singapore’s monsoon soil. Using the grounding scent of wet clay and wood, a clean and earthy aroma was created to represent the smell of rain and fresh leaves.

In a statement, Property Guru said the campaign aimed to let the public appreciate the small parts of Singapore’s neighbourhoods that contribute to its charm. 

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