What’s next in fragrance?
Current and future marketing trends
Last year we saw deep, decadent ouds peak in popularity, the decidedly delicious vanilla note receive yet another glow up, and classic florals reinvigorated in a sweet-smelling ode to modernity. And while the popularity of these notes isn’t going anywhere, the fragrance industry is set to continue surprising us in 2024. From the rise of tropical notes like banana and lychee to the near cult-like status of milky accords – keeping up with fragrance trends is very much in vogue.
The rise of #PerfumeTok
There’s no denying that TikTok is an increasingly important marketing platform for fragrance brands. Perfume experts and fragrance enthusiasts alike flock to the app to discover new scents that inspire their next purchasing decisions. According to Vogue Business, TikTok’s perfume enthusiasts drive 13% of fragrance sales in the United States. The popular hashtag #PerfumeTok is a billion-view trend, with fragrance influencers becoming ever more relevant to the online beauty sphere.
Perfume influencers rely on olfactive descriptions to describe scents to their audiences – taking viewers on engaging and often sensual experiences through words alone. Others rely on trending topics like ‘fragrances to smell rich’ or ‘fragrances that get you stopped on the street’ to garner attention. And then there’s those who keep it simple by creating content categorised by fragrance notes or brands.
AI in fragrance
It seems AI has left no industry untouched, and fragrance is no exception. But fear not: AI isn’t replacing the perfumers we’ve come to know and love but rather helping them concoct even more delightful dainties for our senses. AI is streamlining the creative process, meaning that the discovery process is quicker, more efficient and guaranteed to leave us in an olfactive daze. By utilising AI, fragrance houses can take the guesswork out of creation, prevent wastage (and subsequently save money), introduce customers to fragrances they’ll love and make informed decisions about production using customer data. It’s a win-win for everyone.
Dupe culture
While dupe culture isn’t exactly ‘new,’ it is clear that the trend isn’t going anywhere. From Parfums de Marly’s Delina to Maison Margiela’s Replica Sailing Day, no brand nor bottle is safe from watered-down ‘dupe’ culture. While perfume influencers used to give their audience the low-down on Zara smell-a-likes and Bath & Body Work replicas, dupe culture has since moved into an industry of its own, with the likes of The Essence Vault and Divain Parfums creating entire business models built around creating perfume dupes at a fraction of the cost.
Genderless fragrances
The rise of unisex fragrances sees men, women and everyone in-between opting for genderless compositions. Since they first started gaining popularity in the early 2010s, unisex fragrances have continued to take the industry by storm. From the likes of Calvin Klein’s popular 90s fragrance CK One to Jo Malone’s tantalisingly playful Ginger Biscuit Cologne and beyond, gender-neutral fragrance marketing is in.
Oils are the new sprays?
The consumer market is becoming a little more sceptical of the ingredients in their fragrance compositions. ‘Fragrance’ on a label indicates the presence of several pesky and potentially skin-irritating things like alcohol, additives and ingredients including isopropyl myristate and mono propylene glycol. As a result, there’s a slight, yet noticeable, shift toward oils. But even if allergies aren’t a concern, oils can be marketed as handy little portable scents to be applied on the go.
Popular fragrance notes
Milk notes
Milk or ‘milky’ notes are gaining popularity for their creamy comfort. An enveloping scent that captivates, milky notes are velvety and pair particularly well with sandalwood and musks, as well as sweet florals. A little opulent and ever dreamy, milky notes are thought to evoke nostalgia by adding a cosy, familiar feel to decadent accords.
Gourmands with a twist
While the ever-popular vanilla, caramel and citrus gourmands are here to stay, there are some noteworthy up-and-comers worth mentioning. Fresher, woody notes such as cognac, matcha and cardamom are among TikTok’s latest obsessions and are expected to continue setting the tone for fresh gourmands.
Tropical fruits
The scent of summer is hitting top notes hard this year. Think pina coladas, warm sand, and sun-soaked skin after a long day… In particular, we’ve seen a rise in pineapple, lychee and banana notes (yes, you read that right). Juicy and fresh, fruity top notes evoke memories of light, breezy holidays. The shift can be partially attributed to the gourmand renaissance, with unexpected, brilliantly sweet notes taking centre stage once again.
Banana notes are often paired with milky accords and floral compositions for a fun, creamy fragrance and a touch of green vibrancy. Lychee has been a strong contender in the fragrance market for a while – think Parfum de Marly’s Delina or Dolce&Gabbana’s Rose The One – but has recently sparked more popularity for its ability to blend flawlessly with a number of sweet, feminine accords.
Solar scents
Going hand-in-hand with the newfound craze for tropical fruits, solar scents echo the feeling of warm nostalgia after a sun-drenched day. Inspired by the sun, solar notes are created with both natural and synthetic materials and include the likes of salicylates, bergamot, mandarin and marine notes, among others. Popular compositions include Tom Ford’s Soleil Blanc, Dior’s Dune and Dityque’s Moheli.
