A well-crafted play

Posted by Robin on 4 August 2022 Leave a Comment

Armani Beauty is betting that Regé-Jean Page can do for its perfume department what Johnny Depp did for Dior (without the controversy).
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Armani follows a well-crafted play in the advertising-driven world of fragrance, where a world-famous face can turn a fragrance into a blockbuster. Dior is a master of this strategy. Charlize Theron has served as the face of J’Adore Dior for two decades, Natalie Portman has held a similar role for Miss Dior since 2011, and Johnny Depp played an important role in the success Dior Sauvage since its launch in 2015.

— Read more in Armani’s big bet on Regé-Jean Page at Industry Update. (And see Why Dior Sauvage has become the best-selling perfume in the world (above any women’s fragrance) from CodeList.

Cool credentials and heavy marketing spend are no longer enough

Posted by Robin on 6 July 2022 2 Comments

Consumer preferences in the fragrance market are shifting once more. Cool credentials and heavy marketing spend are no longer enough. Instead, successful fragrances are emphasising innovation, tapping the wellness trend and promoting a commitment to sustainable values.

In the 2010s, celebrity-fronted perfumes and fashion house brands lost ground to a boom in niche perfumery as challenger brands such as Byredo and Le Labo became wildly popular. These brands defied the concept that fragrance giants could simply pay their way onto consumers’ dressing tables.

— Read more in What’s the next blockbuster fragrance brand? at Vogue Business.

Big business

Posted by Robin on 3 June 2022 5 Comments

Scented candles are now big business. Figures from the data analysts Kantar show that between March 2021 and 2022, UK consumers spent £418m on scented candles. John Lewis reported that sales have risen by 5% each year since 2020, when they jumped by 12%, with particular recent interest on cheaper ranges, including own-brand candles. [...]
[Jo Malone] has also seen tastes shift away from traditional British preferences for citrussy or floral notes towards deeper, woodier fragrances that are more popular in the Middle East, for instance oud, cedarwood or leather.

— Read more in How Britain became obsessed with scented candles at The Guardian.

Consumers spent money

Posted by Robin on 4 April 2022 Leave a Comment

Consumers spent money on fragrance in 2021, and they were buying more expensive, versions specifically.

The NPD Group’s retail sales data in the US showed the average retail price for fragrances rose 15% in 2021 versus 2020, after averaging a 5% increase during the two years prior. Both men’s and women’s fragrances added nearly $10 more per product, on average, in 2021.

— Read more in Fine Fragrance Category Finishes on a High Note at Happi.

More than doubled in the number of units sold

Posted by Robin on 8 March 2022 3 Comments

Fragrance sales have boomed through the pandemic, fueled by robust demand for higher-priced eau de parfums --— perfumes with a higher percentage of fragrance oils that make the scent last longer once applied. Looking at perfumes alone (excluding home scents), sales last year surged 52% over 2020.

In the category, fragrances priced over $175 more than doubled in the number of units sold 2021, the report said.

— Read more in The surprising reason perfume prices are skyrocketing at CNN Business.

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Now Smell This

a blog about perfume

A well-crafted play

Cool credentials and heavy marketing spend are no longer enough

Big business

Consumers spent money

More than doubled in the number of units sold