A New Approach to Bedtime: This Works’ Own Time Fragrance
Bedtime, for many, is a cherished moment, often accompanied by routines that foster relaxation and tranquility. In an exciting development, This Works—a brand known for its commitment to sleep and wellness—has introduced a new product: Own Time. Priced at $115 for 50 ml, this fine functional fragrance aims to make the transition from daytime to evening feel as good as it smells. By harnessing the principles of neuroscience, the fragrance promotes better sleep by stimulating the parasympathetic nervous system, effectively helping users unwind after a long day. Available through direct-to-consumer channels as well as at notable retailers like Marks & Spencer, SpaceNK, and John Lewis in the U.K., this fragrance promises to redefine the bedtime experience.
Dr. Anna Persaud, the CEO of This Works, highlights that the creation of Own Time is not merely a product launch—it’s a deeply personal mission. Having struggled with chronic nervous system dysregulation since childhood, Persaud understands firsthand the importance of achieving a state of calm. This personal connection to the wellness journey underscores the growing issue many face regarding stress and sleep disruptions. Despite the urgent desire to improve their overall quality of life, people are increasingly overwhelmed. Recognizing this, This Works aims to provide products that genuinely facilitate wellness, responding to a market demand that has only intensified over time.
The fragrance’s development is rooted in extensive research—spanning over seven years and drawing from advances in neuroscience and terpene science. Terpenes, which are aromatic compounds primarily found in plants, including cannabis, possess properties that can soothe the nervous system. This Works collaborated with Givaudan and perfumer Julie Noe to create a woodsy scent profile that encompasses a variety of notes, including pink peppercorn, lemon myrtle, and sandalwood. A unique feature of the fragrance is its capacity to evoke different aromas based on the time of day, with certain notes being activated by sunlight. This innovative approach not only enhances the fragrance experience but also aligns with the brand’s goal of promoting wellness.
Persaud describes the fragrance’s essence as cocooning and comforting, designed to resonate with both men and women. The intention is to evoke feelings of security—crucial elements that can transform an evening into a sanctuary of calmness. The fragrance is crafted to have a lasting impact, allowing it to continue working overnight. Targeting individuals aged 35 to 55, This Works understands that this demographic is particularly affected by sleep disturbances, making Own Time an attractive solution for many who seek relief from nightly unrest.
Unlike their popular Deep Sleep Pillow Spray—a product with over 12 million bottles sold—Own Time stands out as the first fine fragrance from This Works to be used conventionally like an eau de parfum. The brand rigorously tested its efficacy through neuroscience clinical trials, revealing remarkable results: 74 percent of participants found they fell asleep more quickly, and 71 percent noted a perceived improvement in sleep quality over a 28-day period. Additionally, another study showed that participants felt calmer and more at ease in the evenings, reinforcing the fragrance’s intended purpose without requiring lifestyle changes.
Looking forward, Dr. Persaud envisions a future where This Works further explores the fine fragrance market. She believes in leveraging the emotional and physical benefits that terpenes offer, emphasizing their potential for creating a variety of fragrances tailored for different needs throughout the day. As the understanding of the body’s natural rhythms deepens, so does the opportunity for This Works to innovate in the wellness space. The launch of Own Time is just the beginning, setting the stage for a new chapter in functional fragrances that not only smell delightful but also enhance wellbeing.
