FRAGRANCES
The influence of fine fragrances Fragrances have recently become much more sophisticated and upscale, drawing on inspirations from the fine fragrance market. Single note fragrances were very prominent in beauty and personal care products. This means that scents were straightforward and matched the name of the product - a watermelon scent was a true juicy watermelon. Now on the market you can see watermelon fragrances get more complex with additional aquatic green notes or floralcy. Complexity can also add a more natural feel to fragrances, carrying this notion of natural ingredients throughout a fragrance and truly making it a more multi-faceted scent. Fine fragrance brand, Jo Malone, uses nature inspired ideas for nearly all of their scents. Although the brand is ingredient driven, the sophisticated fragrances give more than the ingredients highlighted on the packaging. Addictive scents, such as juicy fruits or sweet
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gourmands are also taking the beauty and personal care market by storm, Glow Recipe is an exceptional brand that takes advantage of this trend with their latest launches being Papaya Sorbet and Plum Pump. The Glow Recipe web site highlights the company’s approach to fragrancing products through natural compounds where possible: “We choose to formulate with fragrance, when needed, to create a sensorial, enjoyable skincare experience. However, some formulas don’t need added fragrance as they already have naturally fragrant extracts. Naturally
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fragrant extracts are plant-based extracts that inherently possess a potent, pleasant scent.” The papaya and plum products are
examples of scents that can also commonly be found with experiential or fantasy names that fit the trend of ‘treating yourself’ or escapism.
Gender and inclusivity While unisex fragrances keep increasing on the fine fragrance market, they have really taken on a new life with gender fluid and gender bending products. A once very gender-defined market is seeing a lot of niche players launch products with scents that dance between the lines of masculine and feminine. This gives widespread appeal that falls in line with
inclusivity that consumers crave. The demand for more inclusive products also opens the market to male consumers. Mass brands and retailers are targeting men like never before. Right now, Target carries over 600 brands just for men and has a store layout that makes them easy to identify while male consumers are shopping.
Conclusion The fragrance market is influenced by all other markets around it – fashion, food, home décor, etc. and most importantly by lifestyle and the new generation’s consumer behaviour (Gen Z & Millennials). It is important to look at the bigger scale to forecast tomorrow’s olfactive trends.
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www.personalcaremagazine.com
April 2021 PERSONAL CARE
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