After a year marked by the global pandemic, the fragrance market is eagerly preparing for 2021. These unprecedented times have undoubtedly affected the preferences and demands of consumers in all sectors. According to our marketing experts, sustainability, wellness and the demands of Generation Z are all expected to significantly influence what consumers are looking for in the coming year. Let’s have a closer look at each one:

Sustainability

Although new product developments remain somewhat limited, natural and sustainable claims are now present in the narrative of most brands in such diverse aspects  as sourcing, production process, packaging, etc.

According to Mintel, the focus on clean beauty and transparency in formulations due to COVID-19 will result in new natural and synthetic formulas, both in line with eco trends. One of the main challenges in our industry is now to highlight how synthetic and even biotechnological ingredients can be sustainable by avoiding the depletion of natural resources while also being safe for consumer.

As for packaging, the main focus will be on combining convenience and sustainability through innovative formats targeting minimum waste and adopting a cradle-to-cradle or circular design approach. In this sense, flexible formats and refillable containers are gaining in popularity among consumers, mostly younger generations.

Self-care & wellness

The anxiety generated by the pandemic has inspired fragrance brands to promote holistic self-care features and emphasize how fragrances can lift the consumer’s mood in these times of uncertainty. New product launches in the coming months will likely continue advocating for positivity and happiness, as well as for properties meant to relieve stress and even fix sleep-related problems. Indeed, several leading brands have already started to feature sleep aid in their latest launches.

The ingredients

As a result, ingredients with calming and relaxing properties for both the mind and body are expected to be used more and more. Ginger, CBD and adaptogens (holy basil/tulsi, goji berries, turmeric, ginseng, etc.) are all examples of ingredients that are expected to gain in popularity in upcoming perfume launches to meet the growing demand of consumers seeking to enhance their well-being.

Generation Z

Speaking of growing demand, Generation Z (born between 2000 and 2010) is set to become the most influential group of consumers over the coming decade.

As the first digital-native generation, these new consumers will clearly show greater interest in brands that are able to engage with them through virtual consultations and online events on platforms such as YouTube or Instagram Live. This shift also represents an opportunity for brands to face the challenges of the current retail environment, by helping people imagine and purchase a scent without smelling it first.

What is more, these young consumers will connect more deeply with brands that use emotive and sensorial language that reflects their specific values and needs of independence, inclusion and self-expression.

Self-expression

Following the topic of Gen Z and their specific aspirations (with little intention to compromise), the fragrance industry is witnessing a proliferation of new launches targeting this young cohort with empowering messages.

Self-expression, inclusion and gender fluidity are of paramount importance to Gen Z and how they live their lives. Brands now have to adopt a new approach, one that is based on personalization and focuses on individuals instead of groups. This should see not only a higher proportion of unisex fragrances on the market, but also ambitious marketing campaigns highlighting the multifaceted personalities of modern fragrance users.

Brands should aim to convey precise and explicit values as well as a clear vision of how to create long-term social and cultural change, in order to catch the attention of an audience that no longer believes in brand loyalty.