"We’ll see customisation happen – brands that can master that concept (and it will be tricky) will have an edge going forward. We’re likely to see fragrance bases that can be added to, to alter the aroma slightly on a given day, time or mood." Belinda Carli (BC), Director, Institute of Personal Care Science
2. Next generation marketing messages
“We’ve seen major shifts in focus from both brand endorsement (celebrities) and/or the ‘sexy’ image to sell fragrance and its poised for a shift in marketing.” BC
“Regulation on these products is as tight as ever and justifiably so, nothing new her except the issues that customisation may pose to ensure continued consumer safety.” BC
“Despite growth of this sector, retailers have yet to embrace this trend,” says the firm. “Until they do, its huge revenue potential will go untapped.” Imogen Matthews Associates (IMA). The disinterest in explicitly gendered products is partly driven by younger consumers, with millennials seen as a decisively socially progressive demographic.
“Artisan brands have a massive opportunity to break into the mainstream but first need to break from convention.” Imogen Matthews Associates (IMA)
“It’s the heart and soul of every fragrance. It’s also the key purchase driver and yet its potential remains untapped by brands and marketers.” Imogen Matthews Associates (IMA)
7. Women Over 45
A demographic that is being ‘sadly overlooked’ by brands and their marketers, according to Imogen Matthews Associates (IMA)
“Millennials are more open to new and innovative concepts, indicative of wider exposure to foreign cultures and products from an early age compared to their senior peers.” Melanie Felgate, Senior Consumer Analyst, GlobalData.