Fragrance products take on a more nuanced, subtle form
Implications - Diverting from intense, concentrated fragrances, musk-based, more subtle takes on perfume are entering the market. Marketed as being a means to bring out consumers' natural scent as opposed to replacing or covering it, this approach is being perceived as a more modern take on scent that appeals to those who may not typically be drawn to beauty and fragrance products. This change is telling, in that it highlights the ways in which divergence can be adopted to bring in consumers who may have been previously alienated by a product category.
Workshop Question - What's a demographic you're currently struggling to reach through your offering? How could you reposition to better appeal to that group?
Trend Themes
1. Natural and Soothing Scents - Fragrance products are making use of natural scents and promoting relaxing properties to appeal to consumers who may not have been previously interested in traditional perfume.
2. Dual-branded Fragrances - Collaborative fragrances between fashion and beauty brands have been successful in attracting consumers, hinting at future opportunities in further expanding alliances between different industries.
3. Customizable and Online-only Fragrances - Technology is used to personalize fragrances beyond the conventional perfume-making process, potentially disrupting the traditional fragrance industry by offering more tailor-made options for consumers.
Industry Implications
1. Beauty - The fragrance industry will benefit from more inclusive and holistic product offerings that cater to a wider range of consumer needs.
2. Fashion - Fashion brands can expand their product offerings to include fragrances that speak to their brand identity and foster new collaborations with beauty brands.
3. E-commerce - Online platforms can use technology to create personalized and customizable fragrances, appealing to consumers with different tastes and preferences.
