About freshness

Another reason I find it hard to get worked up about the creeping tentacles of social media is that its supposedly all-powerful algorithms, tasked with sending precisely targeted advertisements to my brain, seem to know less than bugger all about what might flip any of my consumer switches. Although to be fair, that also applies to legacy media. Increasingly, my reaction to a product is less that I don’t want it, more that I don’t even understand what it is.

For example, I’m noticing an increasing trend for things that offer “freshness”. Not cleanliness, mind. That seems to come in another bottle. No, this freshness, when applied to your bedsheets or jumper or socks, would seem to send everyone else into a state of juddering bliss, a cocktail of catnip and crack that hits one’s olfactory nerve and from there envelops the whole body in CGI florals.

Which is nice, but I’m still not sure what this freshness actually is. Is it a scent, a sort of Lynx for the laundry? In which case why don’t they tell us that, give us some kind of hint that if we use it, our fabrics will smell of lemons or honeysuckle or fresh bread or Guildford or the late Pope? In any case I’ll pass, because I want my laundry to smell of precisely nothing, thank you very much. The aromatic equivalent of a sleep mask or noise-cancelling headphones would do me just fine. But no, it’s this ineffable freshness that all these ecstatic thespians crave, like some article of faith that can only be communicated to true believers. And I, apparently, missed that memo. By Vectron.