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Yell Launch “Eau de Yellow Pages” to Celebrate Return

Nov 09, 2023

Imbued with the nostalgia of the iconic British brand, Yell announces the launch of the “Eau de Yellow Pages.” A timeless and familiar scent created to transport the mind and the senses to a time when the iconic yellow book was a mainstay of homes up and down the country.

Five years after its final circulation, “Yellow Pages” still receives over 18,000 Google searches each month in the UK as Brits pine for the iconic British brand. Whilst they can’t bottle up the original Yellow Pages, by creating a limited edition scent inspired by its unmistakable smell, they are guaranteed to transport you to a time during its 53-year-long run. 

Inspired by the scent of a fresh copy of the Yellow Pages, the fragrance is made up of invigorating top notes of Bergamot and a hint of Lemon. Followed by the rich, woody scents of Cedar and Musk, and with base notes of sweet Vanilla. These scents interact with one another to create a unique scent profile to awaken memories of leafing through a Yellow Pages or receiving a brand new copy on your doorstep. 

Scent, emotion and memory are intertwined, sending signals directly to the area of the brain that links to emotion. Every time you smell a book, you remember those you have read before and invoke the positive emotions connected to them. The enjoyment experienced from the smell of a book is known as Bibliosmia. Bibliosmia refers to the enticing scent experienced when opening up a book and is created by the chemical breakdown of compounds within the paper. Over 1 million tonnes of paper were used to produce the Yellow Pages - putting out nearly 1 billion copies and virtually 1 trillion pages over 51 years of print production. 

Dan Rothschild aka , Content Creator and Perfume Expert commented, “The power of smell is truly amazing in its ability to unlock all sorts of memories and experiences that we’ve forgotten over the years. Perfumes that capture this sense of nostalgia can ignite our emotional bonds with our history and transport us to the happiest moments from our past. I’ve noticed a shift over the last few years from perfumery just as something that smells nice to stuff inspired by memories and experiences - these nostalgia perfumes can be anything from the smokey haze of the dying embers of a bonfire to the scent of dusty books in a library. I’m particularly taken with this approach as it invites us to step not just back into our own memories but to try and inhabit those of the creators.

Sarah O'Rafferty, Head of Public Relations at Yell commented, “The books are no longer a mainstay of our lives, but the Yellow Pages had an unmistakable smell that still conjures up cherished memories. While the Yellow Pages have moved on, we knew we had to launch something to celebrate both its heritage and uniqueness. By creating the scent of the Yellow Pages, we can evoke the nostalgia of the iconic brand that has built the foundations for what .com is today.” 

Almost five years on from when the final copies of the Yellow Pages were last delivered in January 2019, its namesake is returning to showcase the absolute best in food, fashion, art and more in the locations of London, Manchester and Birmingham. 

Whilst the product is still very much in production stages, Yell is considering plans to launch a limited run of the fragrance so you can experience the original Yellow Pages in 2023.

Yell Ltd exists to connect businesses and consumers via its leading marketplace for local services and offering managed digital marketing helping businesses to find, connect and sell to consumers online. Yell Ltd is a proud Google Premier Partner, Microsoft Advertising Elite Channel Partner, and Meta Business Partner.

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Yell Head of PR: Sarah O’Rafferty – Email: Phone: 07702 140362

21 Nov, 2023
Experts at Yell have predicted Blue-Black to be the 2023 hair colour of the festive season, based on current trends. The term “Blue-black hair” currently has 6,600 Google searches each month across the UK and over 6 billion views on TikTok - higher than any other hair colour. Given this trend, Blue-black can be revealed as the new must-have hair colour for Christmas and New Year 2023. The festive season is one of the most popular times of year to play around with and change hairstyles and colours, gearing up for Christmas and New Year's parties and events. With this in mind, Yell has revealed the most popular hair colour and style trends for Christmas 2023, along with advice on how to choose the perfect festive hair colour and style. Most Popular Festive Hair Colours As the festive season approaches, more and more of us are looking for that perfect style/hair change-up in anticipation of Christmas and New Year parties and events. Whether it is donning your favourite hairstyle or changing your colour to suit the festive season trends, there is no better time to try a new look. According to data from Yell, the most popular hair colour for the Christmas season is blue-black. With over 6,600 searches per month in the UK and over 6 billion views on TikTok, it is no surprise that the sleek and sophisticated colour is making a comeback after the trend built momentum on social media with influences from Demi Lovato and Katy Perry throughout 2023. Although not a traditional Christmas colour, Pink Hair was revealed to be the second most popular colour for the festive season, with 6,100 monthly searches and 5.3 billion views on TikTok. Coming in close third was ‘Cold Brew hair’ with 5,600 monthly Google searches and 3 billion TikTok views.
16 Nov, 2023
During the winter months, your car maintenance needs a little extra thought and is key to reducing the risk of breakdowns, accidents or costly repair fees. Now that the cold months are approaching, preparing your car early for the winter will save you both time and money during the UK winter. In 2022, the RAC attended over 12,000 breakdowns due to wintery conditions and a lack of vehicle maintenance before the cold snap. Winter breakdowns or accidents can cause hefty repair costs, large insurance claims or possible fines, so with this in mind, experts at Yell have compiled a winter car maintenance checklist to ensure your car is fully prepared in advance for this year’s winter season.  Check Your Tyres Every winter, searches for winter tyres spike. In November 2022, there were over 25,000 searches which was an increase of +43% in comparison to October 2022. As we enter the colder months this year, searches for winter tyres are already +57% over the last month which means, as our winters get longer and start earlier, drivers are preparing for colder conditions earlier than ever before. Worn tyres are dangerous at the best of times, but especially during the winter when stopping distances increase in icy, snowy or wet conditions. Check your tread depth - The minimum tread depth for tyres is 1.6mm by law, but they are recommended to be changed once the tread reaches 3mm. This will maintain stopping distances and improve the grip your tyres have on the road to avoid loss of control in winter conditions. If the temperatures drop below 7 degrees Celsius or you are regularly driving on rural or uneven roads, winter tyres are required for ultimate safety, especially when driving in snow and ice. Check your tyre pressure - This will ensure that you will have the utmost control of your vehicle on the roads during the winter whilst avoiding any potential blowouts uneven or incorrect tyre pressure can cause. Find your nearest garage or tyre expert for advice, professional checks and winter tyre options. Check Your Car Battery A flat car battery is the most common reason for a breakdown, especially in the winter where battery failure is more likely in the cold and wet weather. In fact, battery-related issues make up 24% of all breakdowns across the year. It is advised to check your car battery before the cold weather hits, but ensure you are changing your car battery every 3 years, if possible, to avoid problems in the cold weather. Check for any unusual issues - A main indication of battery failure includes the engine turning over more slowly than usual when you start it. Check your battery light - you may see the red battery light in the instrument display flicker while you are driving or take much longer than usual when you start the engine when your battery is indicating failure. To avoid battery failure whether sitting in traffic, out on the road or starting your car on the driveway, make sure you take it to your local garage or expert to check your battery before the winter and change if needs be. Check Your Antifreeze Searches for “how to unfreeze your car engine” see an annual spike in November. November 2022 saw an increase of 62% in comparison to October 2022. Ensuring your antifreeze is working properly is a must in the winter months, doing just as the name suggests which is to stop the water in the engine's cooling system from freezing. Check your antifreeze is working correctly - if it needs topping up or not working correctly, unscrew the coolant reservoir cap under the bonnet whilst your engine is cooled, lower the antifreeze tester tube into the coolant and squeeze the rubber bulb. This will suck up some of the antifreeze inside the tester. It is then easy to read the freezing point of the antifreeze using the scale inside the tester to see if everything is as it should be. An antifreeze tester can be bought from local car spare shops, or if you are unsure, contact your local garage for assistance. Check Exterior Lights This may seem simple, and it is, but many will bypass or forget this simple check before the winter hits. The days are much shorter and the weather is getting worse, and about half of traffic deaths occur either in the dark or at dawn and dusk so maintenance on your exterior lights is an important aspect of any winter car checklist. Although Searches for new car headlights annually peak in December where 2022 saw 54,000 searches (+18% compared to November 2022), a survey from eBay revealed that 64% of drivers will still risk the £100 fine by failing to carry spare headlamp bulbs with them. Clean your lights - To avoid any fatalities or fines, make sure you check and clean your lights regularly. Salt and dirt can quickly build up, especially if the roads have been gritted in preparation for the icy and wet weather. The build-up will reduce the visibility of your vehicle to other road users as well as reduce your ability to see in the dark. Carry spare bulbs - It is best to ensure you are carrying extra bulbs in case of failure, which holds a higher possibility of happening when it is cold and wet outside, and being stuck in the dark with no headlights is certainly not an ideal time to have to learn how to do so! Ensure your headlights are not too bright - Bright headlights are not only annoying to other drivers but can also cause accidents, especially on dimly lit roads. The headlight glare can take the focus of other drivers off the road, reducing visibility and increasing the difficulty of driving safely. If you are unsure if your headlights or high beams are too bright, ensure you check with a professional. Ticking Off Your Winter Car Maintenance Checklist Getting your car ready for winter may seem like an additional effort to your regular car checks, but by following this expert-approved checklist, you can avoid any expensive emergency repairs or accidents from occurring during the winter and ensure you and others on the road stay as safe as possible this year.
14 Nov, 2023
A survey by Yell has found that 90% of Brits admit to attempting DIY hair & beauty treatments at home before seeing a professional, with 68% of those claiming to do so just to save money. When it comes to DIY home treatments, hair and beauty are some of the most DIY-ed projects out there. From cutting your hair to doing your own lash extensions, Yell has revealed the most common at-home DIY hair and beauty mishaps and which of those are most commonly corrected by a professional. The Trend of DIY At-home DIY treatments have increased in search demand over the years. From “how to cut your own hair” seeing 4,500 searches a month to “how to do gel nails at home” and “at home lash lift” with 1,000 Google searches a month between them, 2023 is increasingly seeing Brits jump onto the DIY bandwagon. The internet is a huge educational tool when it comes to DIY hair and beauty treatments. Social media platforms such as YouTube and TikTok are prime spaces for getting your ‘how-tos’ for hair and beauty recommendations. Over 57% of those surveyed used YouTube and 29% used TikTok to get their tips on how to do an at-home DIY. TikTok is moving up the ranking of the most commonly used platform for 18 to 25-year-olds as 48% of those surveyed claim to use TikTok for hair and beauty tips - the highest of any demographic. According to TikTok data, 94% of users say they learned new tips and tricks about beauty from TikTok, while 90% of users agree that TikTok provides inspiration when it comes to at-home beauty with tutorials being 2.4 times more important to TikTok users. Ironically TikTok views for the hashtag #HaircutFails is at 26.6 billion views on the platform, while DIY ‘haircut at home fails’ is at 163.1 million views. Interestingly expert guides from hairdressers and beauticians are least likely to be used for tips and advice, with only 25% using this for their DIY. The Most Popular At-Home Hair & Beauty DIYs As the season changes, we have all been guilty of giving in to a seasonal makeover. Thoughts of “Should I dye my hair auburn for the winter” and “Maybe I’ll give myself a fringe” fill our heads much to the dismay of hairdressers and beauty specialists across the country. From celebrity fads to online trends and special occasions, many factors encourage people to change their looks - but what is encouraging them to DIY rather than seek a professional? According to those surveyed, the majority (68%) of DIY-ers admit to attempting DIY treatments at home to save money. This is followed by saving time (42%) and because it looked easy on social media (23%). 18-25-year-olds are least likely to try a DIY to save money, instead being inspired to take the jump as social media has made it look easy to do. The most common at-home DIYs are facemasks (55%), trimming hair (50%), colouring hair (48%), cutting fringe (36%) and even teeth whitening (33%). However, whilst they might be saving money short-term “DIY-ing” at home, in the long run, 65% admit to having spent over £50 getting professionals to fix hair and beauty treatments they have done at home.
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