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Brief Published: 12 Sep 2016

The Rise of Fragrance Wardrobes

Louis Vuitton's new seven-piece fragrance collection

While the idea of the signature scent has driven fragrance purchases for many years, a new trend for ‘fragrance wardrobes’ is inspiring consumers to invest in a variety of perfumes to layer scents and complement different occasions.

In 2016, the global fragrance market is estimated to be worth about $40.1bn (Statista, 2016). The fragrance wardrobe will prove a lucrative direction in the coming seasons, offering a good example of needs-based solutions merged with lifestyle marketing. As Deanna Utroske, senior correspondent for beauty news portal Cosmeticsdesign.com, told Stylus: “We have seen a large trend in the US for fragrance wardrobes, so consumers buying a slew of perfumes for ‘the moment’ – power perfumes for big meetings, or wedding-appropriate scents. There is mass appeal, and this idea will grow.”

Picking up on this trend, Louis Vuitton’s first foray into fragrance since 1946 launches this month. The new seven-piece suite of scents trades on Vuitton's signature preoccupation with travel and exploration. Crafted by master perfumer Jacques Cavallier-Belletrud, they also capture the scent essence of Louis Vuitton’s iconic leather, cleverly incorporating the brand’s signature selling point directly into the product.

Fragrance layering is a similar beauty trend we expect to see grow – inspiring consumers to invest in multiple scents and notes to create their own unique fragrance experience. Shrewd brands capitalising on this direction early include international natural beauty brand Fresh, which encourages shoppers to layer scents such as Cannabis Rose and Pink Jasmine together. Similarly, US-based Demeter’s comprehensive Fragrance Library of unique and single-note scents are designed to be layered together on the skin.

For more on this idea, see Future Beauty: Perfecting Bespoke.