The Future of Fragrance: From Endurance to Emotional Value

A Mintel Perspective on Innovation, Luxury and Wellbeing

The fragrance category is entering a period of meaningful transformation. As competition intensifies and consumer expectations evolve, success will hinge on how brands communicate value, redefine luxury, and expand the role of scent beyond aesthetics. Mintel identifies clear opportunities across the next two and five years that will shape the future of fragrance.

In the Next Two Years

Elevate Long-Lasting Claims Through Modern Language

Longevity remains a key purchase driver, but traditional claims are losing impact. Brands can refresh perception without major reformulation by renovating claims language using contemporary, benefit-led terminology that signals innovation and performance.

At the same time, moving beyond classic Eau de Parfum formats—through oils, solid perfumes, mists and layered routines—offers a cost-effective way to reinforce durability while encouraging consumers to diversify their fragrance wardrobes.

Optimise the Online-to-Offline Experience

Digital discovery increasingly drives physical purchase. To engage new audiences, brands must create seamless online-to-offline journeys that inspire trust, trial and loyalty.

Key strategies include:

Protecting brand equity from fakes and dupes while exploring controlled, branded approaches on Amazon
Leveraging online communities to boost awareness and market penetration among younger and first-time fragrance buyers
Enhancing in-store presence by blending technology-led education with human expertise, ensuring fragrance remains both experiential and personal

Redefine Luxury in a Crowded Market

As premiumisation expands, price alone no longer defines luxury. To maintain desirability, brands must emphasise craftsmanship, heritage, ingredient quality and storytelling.

Opportunities lie in:

Exploring nostalgia as a modern luxury cue
Showcasing premium and rare ingredients as markers of quality
Expanding premium offerings that appeal to mid-tier consumers seeking accessible indulgence without compromising on status or substance