“Brand loyalty is much harder today,” said fragrance consultant Robert Sorce, a former president of Byredo. “That’s why brands launch so many new fragrances. They’re trying to keep their base of people happy for something new, so they don’t go to another brand.”
This calls for not only higher marketing spend, especially on influencers, but adjustments to allow for a faster launch pipeline. Many luxury fashion labels have moved toward collections of fragrances with uniform bottles to avoid slowdowns in production.
— Read more in How Layering Transformed the Fragrance Market at Business of Fashion.
Well, that was depressing. “[A]ccording to BCG data, 60 percent of Gen-Z and Millennial respondents view themselves as fragrance ‘experts.'” They’re not. If I have to read one more of these experts going on about maceration and beast mode I am going to scream. They know nothing, certainly not what constitutes a well-made scent.
Yeah, I’m old, but at least I know what a proper fragrance smells like.
Well I am always skeptical of that kind of “data”, but I’m also skeptical of people who call themselves experts except in the most narrow sense.