24 ANALYSIS
Five ways to make scents more exciting
n Charlotte Libby – Mintel, UK Chanel – Chance.
With fragrance sales flat in Europe and the US, brands are increasingly focused on being more innovative with visual formats and packaging, re-thinking the traditional to shake up the market and appeal to an appearance-driven Millennial and iGen audience.
Re-igniting an established category using new formats, routines and bold statements presents an opportunity for immediate sales growth in the next two years. Consumers are looking to be excited by fragrances, and here we highlight five ways for brands to bring something new to the market.
1. Experiment with new formats To bring sales growth back to the established fragrance market, brands need to continue to excite consumers by developing new formats, encouraging them to add alternative products to their scent wardrobe.
Mintel data highlights an
interest for new fragrance formats. In Brazil, 21% of women aged 45- 54 who use fragrances would like to try perfumes in different formats, while in the US, 36% of adults use an alternative perfume format. Despite this, alternative formats remain a niche category in the global fragrance market. According to Mintel’s Global New
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Products Database, fragrance launches featuring a gel, solid, powder, stick, brush, serum, cushion or hair mist format accounted for just 3% of innovations in both 2016 and 2017.
Some pioneering brands are already experimenting. In May 2017, Byredo introduced the Kabuki Perfume – a micro- fine powder fragrance housed in a retractable brush, inspired by the tools Japanese Kabuki theatre actors use to apply their makeup. In June 2017, Chanel launched Chance Three Moods: a limited- edition set of cooling gel interpretations of the Chanel Chance fragrance to massage on the skin. As well as the innovative format and stand-out packaging, the gel-based fragrances provide a cooling benefit and leave a delicate golden shimmer.
2. Make perfume more visible With an exception of packaging, fragrances are currently missing a trick when it comes to Instagram and other image-centric media, failing to provide ‘share-worthy’ experiences. Hence, the fragrance market has not received the same boost in sales from social media that other markets (particularly colour cosmetics) have benefited
Alkos.
from. Fragrance brands need to focus on making application rituals more visible to bring fragrances to life on social media, tapping into the resources of free online marketing.
For instance, as temporary tattoos and adhesive makeup have boomed in the last couple of years, the same concept can be replicated in the fragrance category, with the use of scented stickers and transfers. In the US, Tattly has already launched a range of herbal- and floral-scented temporary tattoos designed to last two to three days, while Alkos Group introduced the festival-friendly Perfumed Body Tattoo Pencil concept, designed to draw coloured, scented lines on the body.
3. Try a skin care positioning Concentrated booster drops emerged as a key skin care trend in 2017. Added to moisturisers and any other skin care products, they bring advanced benefits, like hydration or radiance, for extra flexibility and customisation. The same concept can be applied to the fragrance market, with perfume drops that can be mixed with other beauty products, such as moisturisers, shower gels and shampoos, allowing consumers to create new occasions to use fragrances. Moreover, fragrance boosters can be blended into other perfumes. Added to a half-finished bottle, they can refresh the scent and give consumers two different fragrances for the price of one. In the UK, around four in 10 consumers
June 2018
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