OVERFLOWING WITH


INNOVATION


Perfume fountains have a rich heritage among society’s wealthiest, but how are today’s players taking the tradition to more sustainable and inclusive heights? Austyn King reports


L 34 September 2022


uxury, as defined by The Oxford English Dictionary, is “a state of great comfort or elegance”, and fragrance has long been a core component of this.


Throughout history, nobility have enjoyed enveloping themselves in the sweetest scents with no expense spared. Among the ancient Romans, the most affluent classes frequented public baths with rose-scented perfumed water. By the 18th century, perfume fountains became a fixture in stately homes, scenting their extravagant interiors, as well as allowing guests to fill up their crystal bottles.


Refillable fragrances – compared with other sectors, which have relatively recently begun to gain traction – is far from a recent development.


However, in the wider beauty world, this practice gradually slowed to a trickle, with fragrance brands only recently returning to their roots or embracing the practice for the first time. But with changing consumer needs and higher demand for eco-conscious fragrances, the sector presents a wealth of opportunities for growth. In the UK, 8.7% of fragrance launches in 2021 were refillable, almost tripling compared with the 2.9% of the previous year, according to Mintel data. “While refillable fragrance is still fairly niche, innovation in recent years has meant that eco-minded fragrance shoppers are being increasingly catered for,” says Maddie Malone, Beauty and Personal Care Analyst at Mintel, citing L’Occitane’s investment in in-store refill stations.


cosmeticsbusiness.com


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76