Consumers look to expand their signature scent outside of the bottle
Author: Emmanuelle Moeglin. Published on August 8th, 2014
We all have our favourite fragrance and now some consumers are looking to expand their signature scent outside of the bottle.
Following Mintel’s predicted key 2014 trend Mixologiste, blurring the lines between beauty categories is fast becoming a pull for consumers who look to shake up their beauty routines.
Multi-benefit beauty products are attracting high interest in a time when consumers are looking to save time and money. Over three in five (63%) US make-up users say that multi-functional products save them money as an alternative to buying multiple products and two thirds (65%) agree it allows them to reduce or replace the number of products they use, saving them time.
Although rarely played in the fragrance field, the Mixologiste trend particularly lends itself to fragrances. The possibility of immersing that particular favourite scent into all aspects of our daily routines has potential to appeal to consumers. Almost half (46%) of Italian female fragrance wearers say they would be interested in skin care products that contain their favourite fragrance and 27% of French perfume wearers are interested in fragrance for clothes.
Well known brands have recently been looking to cater to the desire to smell sweet from head to toe.
Make-up and fragrance:
Teracotta Sun Celebration 2014 Collection offers the chance for your entire make up bag to smell of limited edition fragrance solar floral with notes of bergamont, coconut and orange blossom. The matching scented makeup line includes bronzer powder, mascara and lipsticks.
Revlon Parfumerie collection, launched in September 2013, features scented nail enamels. These nail enamels release scents inspired by fine fragrances, including China Flower and Italian Leather, when dry.
Scent with benefits:
Smelling of roses isn’t enough for some consumers who are looking for even more from their fragrances. Hybrid fragrances that offer cross-category benefits, like skincare, haircare, healthcare and laundry care, is a niche segment, but one that offers great potential.
Consumers are definitely showing an interest in these cross category benefits as 60% of US female fragrance wearers are interested in hair perfume that also provides haircare benefits, with 21% willing to pay more for it. Fragrance is not only to be limited to the daytime either, 60% of US fragrance wearers are interested in fragrances that can be worn at night, to help them sleep or to refresh bed linen.
DKNY Be Delicious skin range includes Fragrance with Benefits designed to make skin soft whilst leaving it with a fruity and sweet scent. It is formulated with the apple fusion complex, a blend of ingredients that are clinically proven to instantly moisturise, smooth and brighten the skin.
U LUXURY Alanna Color Protectant Hair Perfume. A hair perfume that both fortifies colour and defends hair against daily environmental damage, whilst also refreshing locks with a sophisticated floral scent.
Febreze Sleep Premium Princess Night- Rose Fabric Freshener. This spray features a variety of relaxing fragrances including scents of rose, refreshing gentle jasmine and lily, sandalwood and musk, designed to aid a good nights sleep.
Introducing new formats and fragrance rituals will certainly help the industry to find ways to grow and innovate. Brands who dare to innovate, bringing new scented formats to the market, will get attention and drive consumers to come back to the product. Blurring the lines between fragrance and other items central to everyday routine will attract both perfume users and non-perfume wearers, both freshening up the consumer market and making everyone’s day slightly sweeter.
Working at Mintel for over two years and working across several beauty categories, Emmanuelle works with clients around the world providing trends, markets and innovation insights and analysis. Emmanuelle is frequently a key speaker at leading beauty tradeshows including Beyond Beauty Paris, World Perfumery Congress and In-Cosmetics Asia. She is regularly called to speak to media globally on beauty, cosmetic and fragrance trends and contributes regularly to international, national and trade publications.