Global fragrance and flavours player Bell has asked its worldwide marketing teams to come up with the biggest trends for next year, with nostalgia, big films and relaxation all proving to be big factors.
The Bell teams looked closely at the fastest growing industry segments, specifically the bath, hair care and skin care categories, noting that the fragrance trends for these areas are evolving by the moment, in line with consumer desire for innovation and to differentiation.
The trends that were identified focus on a wide variety of influences, ranging from leisure activities to fashion trends, the Hollywood effect and a new twist to cherished memories.
Four main trends identified by the Bell teams:
• Resort Treat
• Outdated to Updated
According the company, the 1920s trend is expected to be inspired the classic book and up and coming movie, The Great Gatsby. The film stars Leonardo DiCaprio and will be launched in May 2013, and is expected to be one of the biggest movie launches of the year, in turn making a significant effect on consumer trends.
Fragrance launches focused on this trend are expected to capture the era, while building on the nostalgia by incorporating their own trade mark in to the scent.
The Resort Treat prediction comes from a growing focus on family, friends and slower-pace - in short, in quality of life. Bell says that launches based on this trend might reflect a moment of harmony, which could be anything from a ‘specific corner of the home’ to ‘relaxing on a weekend retreat with a glass of wine’.
The Outdated to Updated trend is all about building on the past and giving it a new twist, thanks to the selection of fragrances that reflect long-standing traditions and tendencies, which Bell believes will help serve to reinvent many traditional fragrances.
Finally, Past-Present-Future is the trend that is built very much around nostalgia, celebrating constant change. According to the company, launches in 2013 tapping into this will evoke ‘days gone by, of being in the moment, and looking to the future to create fragrances that are continually changing’.