“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.