ANALYSIS 25
are interested in fragrance boosters, pointing to a desire to see this concepts more readily available. Serums are another popular skin care
format that are already appearing in the fragrance market. Danish brand Zarkoperfume created Oud-Couture Parfum Serum, which combines traditional fragrance art and modern molecular technology. According to the manufacturer, the serum reacts with the personal aura and develops a fascinating new and long-lasting fragrance experience, while the application by pipette allows a perfume concentration of more than 40%. Finally, perfume oils are appearing on the market - they are meant to smell subtler, to moisturise and to last longer on the skin. For instance, argan oil-enriched skin care line Kahina Giving Beauty includes Fez Perfume Oil, a blend of essential oils with notes of rose, orange, patchouli and clove, to be applied with a rollerball.
Zarkoperfume.
4. Make fragrance functional The fragrance market can also explore more functional claims to blur the boundaries with other beauty categories. To boost fragrance usage and encourage reapplication, brands can include added functionality in fragrances such as antioxidant and moisturising ingredients, and even SPF and pollution protection.
Consumers are growing more and more concerned about aggressors such as air pollution, dust and pollen, so they are open to new forms of protection.
Benefique Scalp Essence Sparkling Fragrance is a hair growth spray targeted at women in their 20s to 40s to condition the scalp and promote hair growth. The allergy-
tested essence is claimed to keep the scalp refreshed and offer an elegant scent.
5. Let art inspire you Throughout 2017, a number of other brands looked to art for inspiration, replacing the act of spraying scent with something more creative.
Jo Loves Fragrance Paintbrush features a brush applicator that was developed to add novelty and facilitate application, especially while on the go. The gel texture is said to dry in seconds.
Caran d’Ache No6 Scented Pencils are
made from special woods (Western Hemlock, White Oak, Silver Teak and White Ash), and share the Bois de Tibet fragrance by Alberto Morillas, which features hints of patchouli, incense and tonka bean. Victoria’s Secret 3 Solid Fragrance Crayons come in a new solid perfume format. The crayons are designed to be more portable, and are easily drawn onto skin.
Byredo fragrances collaborated with Paris-based creative studio M/M (Paris) to create a drawing book filled with scented paper. The book features six etchings that represent the fragrance both through the scent and the actual visual, and aims to evoke an intimate and original user experience.
This article covers just one of the five Benefique. June 2018 Victoria's Secret crayons.
trends identified in Mintel’s “The Future of Fragrances - 2018” report. Mintel’s Global Colour Cosmetics and Fragrance Analyst, Charlotte Libby analyses consumer behaviour, trends and product innovation in the beauty sector.
PC PERSONAL CARE EUROPE
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