The East continues to influence EU fragrance launches with Oriental trends

By Michelle Yeomans

- Last updated on GMT

The East continues to influence EU fragrance launches with Oriental trends

Related tags Perfume Middle east

With the global fragrance market expected to reach $15.7 billion (€11.97) by 2017, UK based fragrance specialist Ungerer reveals the influence of the East to be leading the way in the European markets with trending woody and smoldering aromatic scents.

On the company’s latest trend spotting activities, caught up with Ungerer’s Marketing Manager Jacqui Hughes who revealed that the Oriental and Middle Eastern style is being embraced by Europe as brands are now more than ever, looking to bring more daring and intense scents into the marketplace.

This influence comes from a desire to travel, taste a new culture, and add to your own identity and style. We predict this trend will continue to influence fragrance and act as a key driver in new launches into 2014,” ​she tells this publication.

The ingredients driving new launches

Hughes says fragrance notes already well established in the Middle East are considered as treasured and new to the West which evokes intrigue and desire. “The culture of the east through scent, absorbing influences from fashion, make-up and colour trends is driving new concepts and ranges that focus on the exotic.”

The marketing manager highlights the trending ingredients as amber, saffron, twists on rose, violet and lemongrass, leather, and Oudh. Oudh is highly valued by perfumers for its sweet, woody, aromatic and complex scent. The oil of oud, whether extracted by distillation from wood, or by melting the raisin, is non-irritating and can be applied directly on the skin, or added in perfume composition, most often as a base note.

"The past 12 months has seen an influx of 'Oudh' and 'Intense' styles from many designers in fine fragrance including Versace and Dolce and Gabbana," ​she adds while noting that Ungerer has also recently launched its own line of personal care fragrances based around this trend.

Eastern influence spilling over into other EU cosmetic segments

Eastern influence has also spread into other areas of the cosmetics industry as recent launches of beauty drinks really start to make their mark with Western customers.

According to Chris Lindsay, analyst at Mintel; "Herbal teas containing antioxidants have long been part of Oriental culture and are well known for their health benefits, but the trend isn’t exclusive to Asia, the likes of Nais Q10 anti-aging drink’s high level of antioxidants has now resonated with consumers in Europe."

Related topics Market Trends Fragrance

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