Thinking Global – Acting Local: The Challenges Of Customisation In An Era Of Globalisation
During his conference at the 2020 Barcelona Olfaction Week, Sylvain Massé, Marketing Manager at Iberchem, presented some of the perfumery trends currently sweeping continents such as Asia and South America: two areas where Iberchem is present. He also spoke about other global trends in the fragrance industry. Here is a brief summary of his presentation:
Geographical areas and their corresponding cultures still carry weight in the world of fragrance, despite the globalisation, new societies and new generations inhabiting them, they mark out the industry’s path.
Fragrance Trends – Asia
When speaking of trends on the Asian continent, we must mention the power of the new generation of young people, who have become consumers. Although the premium industry is still the most in-demand sector of fragrance, young people are prepared to pay more to access niche brands that offer them exclusivity. In a country with a billion inhabitants, millennials seek to stand out from the rest and use perfume as a tool for self-expression and uniqueness. Another factor, which has had an influence on the entrance of Asian men into the beauty market, is K-pop, which is orientated towards androgynous beauty.
Fragrance Trends – South America
The South American continent has traditionally seen a demand for “mass” fragrances, as this is the main distribution channel.
Despite this still being the first choice, there has been a change in consumer behaviour, and premium fragrances are beginning to overtake the mass sector, as consumers sway more towards accessible luxury. Consumers are not hesitating to try several options, mostly in search of longer-lasting fragrances.
Global Fragrance Trends
At a global level, we could talk about various trends related to personal wellbeing solutions that have therapeutic properties. Products that are “customised” for specific occasions are also increasing in popularity.
Another obvious trend is one aimed at sending out messages of empowerment. For example, in the case of women, perfume is no longer seen as a weapon of seduction, but as a tool for independence, freedom and self-expression. But this concept also applies to other demographics (LGBT, ethnic minorities, etc). This is clearly reflected in various marketing campaigns.
Furthermore, innovation in terms of formats and textures is also taking on a starring role when it comes to attracting and securing new consumer profiles. This is the case with the “on-the-go” trend. Brands are attempting to find new ideas to enable the use of perfume while out and about, such as with dual bottles with a mini “sprayer” to take with you. We can also find cross-category products that combine fragrances with makeup/cosmetics. These are highly attractive for younger audiences.
Finally, solid perfumes are becoming more and more adept due to the multiple advantages they offer: less intrusive scents, more comfortable and localised application, and ease of transport. Without forgetting their main advantage: you can combine several fragrances in order to achieve a personalised, unique scent.