Why seasonality could sell more fragrance

Mintel’s 2018 Global Beauty & Personal Care Trend ‘My Beauty, My Rules,’ details the consumer desire for more personalization in product offering and that brands need to recognize consumers’ individual needs. Fragrance brands can follow the lead set by the facial skincare market, offering a new way to customize a routine based on the surroundings of the individual. The need for new scents is also an opportunity to leverage seasonal offerings into fragrances that are more intimate.

Climate inspiration from skincare launches

A method of offering more personalization in the skincare market has been seen with the launch of climate-based skincare. Pour Moi offers a range of skincare products such as climate-smart Day Creams that are based around temperature, weather conditions and customized to the consumers’ location by postal code.

Fragrance brands can take inspiration from this approach, with a scent offering based on the climate conditions of the wearer’s surroundings, detailing different notes, formats and formulations.

Notes designed for different climates

Ormonde Jayne launched a fragrance in 2018 that is inspired by Saudi Arabian flowers that are capable of withstanding high temperatures. The Ta’if rose can survive in temperatures of 45°C and offers an intense scent. The brand recommends the perfume be applied when the body is warm.

Climates can also determine the best format for fragrances. Humid climates that cause an increase in sweating can explore powder formats, while perfume balms can keep skin hydrated in colder climes.

More purchase occasions need to return to fragrances

Global fragrance launches have seen a reduction in seasonal and limited-edition claims over the past five years. There is an opportunity to introduce modern variations of seasonal claims, focused on weather and seasonal conditions, which can bring new purchasing occasions outside of gifting and day-to-day wear.

Seasonal launches can be more than limited edition

Seasonal fragrance launches can do more than reflect the popular scents for each time of year. The popularity of carrying fragrances can lead to an opportunity for added functional benefits in scent products, reflecting the appeal of climate-specific skincare. Skincare benefits such as moisturizing for winter or SPF for summer can add appeal to a seasonal offering. In continents with very strong seasonal weather conditions, such as the monsoon season in India, seasonal offerings can focus on presenting a scent that will last the full day.

Seasonal launches can add function to fragrance

Winter

Yves Rocher White Vanilla Eau de Toilette offers a white vanilla scent. The charitable motivations of the company can focus on seasonal-specific campaigns for winter launches, such as vulnerable farming or homelessness.

Spring

Jo Malone Blossom Girls Sakura Cherry Blossom Cologne includes notes to evoke the pure, transient lightness of spring. Additional skincare claims could create a functional fragrance, as more skin is exposed in warmer weather.

Summer

Victoria’s Secret Hot Summer Nights Heat Rave Fragrance Mist is described as having notes of passion fruit and electric streets. Summer-specific benefits such as after sun or cooling effects can fit well with an all-over spray format.

Match notes to the weather

Seasonal launches are usually centered on notes connected to particular times of the year, such as seasonal baking, bonfires or cut grass. However, seasonal perfumes can refocus by promoting a formula that will complement seasonal smells in the surrounding air, offering a new twist that is in line with current fragrance trends.