News, stories and a lot more...

Marketing Trends Report – Element Collection: Water

Water comprises over 70% of the earth’s surface. Life originated from the oceans, and gradually adapted to brackish and fresh waters via rivers and streams, to finally conquer the ground environment.

While fine fragrance brands have used for many years the symbol of water, we have been witnessing over the past year a bigger wave of water-inspired scents. From perfumes to fabric softeners, water references are all over the market. Brands have drawn their inspiration from water in all of its forms (ocean, sea, waves, rain, ice, etc.) and from the species living in it (fish, shellfish, lotus flowers, seaweed, etc.).

Symbolism Of Water

The symbolism of water has a universal undertone of purity and fertility. Symbolically, it is often viewed as the source of life itself. For instance, there are countless creation myths in which life emerges from primordial waters.

The ever-observant ancient Greeks understood the power of transition water holds. No matter if liquid or solid, water is the epitomic symbol for metamorphosis and philosophical recycling. In Feng Shui, water represents wealth, prosperity, purification, and abundance.

Our marketing team has pulled together a complete market study on the topic. From runway looks to water variants in consumers’ goods, our exclusive report covers all you need to know to keep you on track with this trend. Ask your sales representative to receive a copy.