Korea's long history of scent informed ELOREA, a modern fragrance brand from co-founders Wonny Lee and Su min Park. The brand's new fragrance collection takes cues from the four elements that are represented on the Korean flag and the formulas share the experience of Korean ingredients from various regions. There's Fire, Water, Earth and Heaven, and all four eau de parfums are genderless. While Heaven is subtle and sweet with romantic notes of rose, pink pepper, uplifting bergamot, passionfruit musk and vanilla, the brand was surprised to see that many men are gravitating towards its unique aroma.
Already, the modern fragrance brand is seeing incredible success; in five minutes during the initial soft launch, the exclusive fragrances sold out.
K-Beauty Fine Fragrances
ELOREA is a Modern Fragrance Brand Inspired by Korea's Rich Culture
Trend Themes
1. Korean-inspired Fine Fragrances - Fragrance companies can create Korean-inspired fragrances that highlight regional elements and ingredients, and target consumers who are interested in exploring other cultures through scent.
2. Genderless Fragrances - Fragrance companies can create genderless fragrances that appeal to a wider range of consumers and fit with the growing trend towards gender neutrality in the beauty industry.
3. Surprising Fragrance Appeal - Fragrance companies can experiment with fragrance notes and combinations that challenge traditional gender and scent expectations to tap into new markets and unexpected consumer bases.
Industry Implications
1. Fragrance - Fragrance companies can leverage regional and cultural influences to create unique fragrances that capture consumer's interest and test new markets.
2. Beauty - Beauty companies can incorporate gender-neutral and unique fragrances in their products to appeal to consumers who are looking for something different and non-binary.
3. Consumer Packaged Goods (CPG) - CPG companies can partner with fragrance companies to create new fragrances that appeal to consumers and differentiate their products from competitors.