But it is growing fast and the young generation is very attracted to this category. For Gen Z, fragrance has become a beauty must, which it wasn’t for their parents, and they particularly like premium fragrances, both because they are premium, but also because these collections are a bit more descriptive about olfaction. Take Maison Margiela, which is very popular in China. The products are describing memories, and they are very descriptive about what it smells like — A Lazy Sunday Morning smells of white linen and flowers. For consumers who are still early in their discovery of the fragrance market, it helps them make a choice.

— Nicolas Hieronimus of L’Oréal, talks about the Chinese market after being inducted into the Fragrance Foundation Hall of Fame yesterday. Read more in L’Oréal’s Nicolas Hieronimus on Hitting the High Notes at Women's Wear Daily via Yahoo! Life.