We caught up with Creezy Courtoy, Founder and Chairman of The Perfume Foundation, a non-profit that describes itself as committed to increasing the positive awareness of issues related to the industry of perfume.
In this three-part guest article series, Courtoy takes us through the latest trends, challenges and opportunities for beauty and personal care fragrance.
This is the second part of the series. Read part one here.
Ingredients and innovations leading in the fragrance space
The use of the past to create a brand new future associating past knowledge and new technology.
Natural perfumers are rediscovering the beneficial power of plants, they are learning the proper way of making of essential oils, while growing their healing gardens, or improving the way plants are cultivated.
They are using natural pest controls and returning to natural fragrance processes such as Enfleurage, and knowledge of distillation.
Natural perfumes were in use since the Ancient Egypt and have a huge history to be re-discovered, it has nothing to do with the history of fashion perfume brands.
New technologies are also emerging with applications and connected products. IPF is already collaborating with different companies to create new products allowing to show products integrity and transparency.
Next five years: major change for natural fragrance
The Natural Perfume market will be really different in five years than it is now.
IPF is focusing on the fragrance supply chain to insure a growing supply of sustainable raw materials will be available to meet the coming consumer demand, working with growers and the flower industry worldwide.
Also working with perfumery schools that teach a natural perfumery curriculum that will produce significantly more qualified natural perfumers.
Key consumer groups for fragrance players to target in the decade ahead
U.S. “Baby Boomers” (those born between 1946 and 1964) are a huge demographic as they not only represent a large population segment but also control 70% of disposable income in the US.
They are currently spending $3.2 trillion dollars annually!