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Brief Published: 5 Jun 2018

2018's Contrasting Fragrance Trends

Glossier You

The tastes of British consumers are diverging from the offerings on the current fragrance market, a May 2018 survey by OnBuy suggests. Although the e-commerce platform’s analysis was solely based on the UK, the findings are useful for global perfume brands.

The study of approximately 517,780 British fragrance enthusiasts found that while 75% of women wanted to try a unisex perfume, the market had instead been bombarded with sweet fragrances and pink packaging.

The survey analysed product trends and revealed that 70% of the perfumes released in the first quarter of 2018 had sweet accords, compared to woody notes (45%) and floral scents (60%). Packaging innovations have also shifted towards stereotypically feminine colours – 75% of the perfumes released since January 2018 were pink. 

We spotlight two new fragrance launches, both of which respond to these trends.

  • Pretty in Pink: As explored in our report Colour Direction: Evolving Pink, packaging that targets Gen Y combines fuss-free, contemporary design and clean typefaces. Catering to this demand, cult American brand Glossier’s You Perfume Solid is a good example of how to make pink packaging millennial-friendly.

    Launched in February 2018, the pocket-sized balm is designed for consumers with on-the-go lifestyles. The fragrance neatly fits inside a weighted egg that slides to open and close.

    We believe luxury fragrance brands should take cues from Glossier’s minimalistic packaging. The Instagram-friendly aesthetic and compact design are popular selling points among this demographic.

    For more on millennial branding, see Millennial Packaging Strategies, Cosmoprof Asia 2017: Packaging and Marketing to Millennial Women.
Glossier You Sold Perfume
Glossier You
  • Next-Gen Fragrances: The fact that 75% of women want to try an ungendered fragrance – yet the market has been inundated with feminine releases – suggests that there is a big opportunity for mass-market brands to develop more unisex products.

    Savvy businesses wanting to cater to the modern consumer should take cues from niche fragrance and personal care brand Byredo. The Swedish brand acknowledges the cultural shifts of contemporary sexuality with 30 androgynous scent profiles. 

    An extension of this concept might see brands translate specific memories into scents, creating the same olfactory experience for the user regardless of gender norms.

    Byredo’s fragrance launches tap into this key strategy. For example, the new Elevator Music range, in collaboration with American fashion label Off-White, combines earthy notes and musky scents such as bamboo, midnight violet and jasmine petals to evoke a sense of luxury.

    For more on genderless beauty, see Gender-Fluid Generation: Beauty Attitudes, Men Embrace Genderless Beauty and Gender-Fluid Beauty’s Skincare Evolution.  
Elevator Music
Elevator Music campaign
Elevator Music