A year of innovation in

fragrances, 2021
NPD is grabbing people's attention by tapping into wellness and customisation trends; and focusing on
the emotive benefits of scent, naturalness and sustainability.

Rosalia Di Gesu

Global Beauty & Personal Care Analyst

October 2021

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Table Of Contents
Contents

1 EUROPE, MIDDLE EAST & AFRICA (EMEA)

ASIA PACIFIC (APAC)

2

THE AMERICAS
3
What we have seen

EMEA: many different ways to drive APAC: the playful & bespoke; gap for Americas: focus on emotions, 'safety'
engagement more eco NPD and the eco

Brands are innovating in many different Playful packs, disruptive Comforting and escapist NPD is grabbing
ways to help drive engagement with collaborations, and customised and attention by focusing on how scent
fragrances, from tapping into wellness versatile formulas help fragrance makes people feelvs how scent
trends to focusing on value for money, brands stand out in-store and online. smells/is received by others.
helping people create bespoke scents,
and promoting eco, natural and 'free Naturalness remains key and a gap Collaborative scents developed with or
from' merits. exists for more transparency-focused inspired by non-fragrance categories
and 'clean' NPD, and for a bigger focus (eg electric cars) also stood out.
A gap exists for more diversity-focused on sustainability. In APAC, few
NPD, which lags behind that seen in Innovations appealed to a notable
fragrances feature eco claims.
other BPC markets. consumer willingness to buy
'clean'/sustainable scents.

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Our pick of the most innovative launches in this review

Multi-chamber pack for easier Uses wine-cork production off-cuts in lid Handy compact for easy fragrance layering
customisation Obvious uses recycled glass (30%) and Forsmell's Poisonous Apple eau de
The Judith Leiber More is More! fragrance sustainable cork (cap) in its packaging. The parfum/"double layered ointment" with a
(For Him and For Her sets) comprises a "one- mono-material cork lid uses wine-cork "mashed potato paste" texture comprises two
of-a-kind bottle" that stores three scents in production off-cuts, also tapping into separate fragrances housed in a portable duo
separate chambers that can be worn alone or upcycled trends. Cork has made more inroads compartment compact case for easy
mixed to create up to seven bespoke scents. in BPC of late, notably in razors. layering.

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Our pick of the most innovative launches in this review

Nostalgic 'hint of petrol' as electric cars Bottle doubles up as a vase... while still in Blurring between fragrance/household
boom use continues
Ford's Mach-Eau (developed to promote its The KKW Fragrance x Jeff Leatham Sandalwood & Tonka Bean Cologne.
all-electric Mustang Mach-E GT car) targets genderless fragrances promote the re- Fragrance brands continue to blur with air
drivers who will miss the smell of petrol as purposing and versatile merits of perfume care, factoring in that since COVID-19 people
they transition to EV*. It fuses smoky bottles. The decorative clay-inspired bottle who are spending more time at home want
accords, aspects of rubber and an doubles up as a vase. Just place a single their homes to be an oasis of calm. An
‘animal’/Mustang heritage element. flower in the top part of the bottle. example is O Boticário's Aroma & Terapia
wellbeing for skin and homes.

Source: Ford Authority (image) Read on mintel.com

Innovation opportunities in fragrances

Associate Director Lauren Goodsitt highlights three opportunity areas for innovation in fragrances:

Start a new chapter with scent

Scent helps to differentiate experiences. As consumers attempt to leave the hardships of the past year behind, they
will look to the fragrance industry to establish new and more uplifting scent associations.

Be scent-sitive, create inclusive fragrances

The fragrance industry is not exempt from the inclusivity movement. Brands that expand claims to include non-
irritating/non-alienating claims and those that highlight bioengineered ingredients with no allergens will attract scent-
sensitive consumers.

Sample from behind the screen

The rise of ecommerce reveals a need for fragrance brands to create new sampling methods. From discovery sets to
subscription boxes and trial-prior-to-charge business models, brands are innovating to bring scent shopping beyond
note descriptions.

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Global retail market overview: fragrances, 2021

Base: size of each bubble represents the respective size of the market in value (US$ estimate 2021); CAGR is in local currency

Source: Mintel Market Sizes Read on mintel.com

EUROPE, MIDDLE EAST & AFRICA (EMEA)

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EMEA retail market overview: fragrances, 2021

Sluggish CAGRs in some markets is due to discounting, savvy buying behaviours and competition from scented personal
care. South Africa is a market to watch with highest CAGRs.

Base: size of each bubble represents the respective size of the market in value (US$ estimate 2021); CAGR is in local currency

Source: Mintel Market Sizes Read on mintel.com

Europe: innovations use an array of tactics to drive engagement

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Creative ways to boost engagement with fragrances

Brands are innovating in many different ways to help drive consumer

engagement with fragrances and to help boost sales.
IN THE UK
Standing out this past 12 month are brands that:

35%
• tap into ongoing and increasingly established wellness trends;
• focus on value for money;
• align with diversity and inclusive trends;
• appeal to the interest in more unique and customised formulas.
of adults who use fragrances would
choose one fragrance over another
if it
helped them feel relaxed/relieved
stress

Base: UK: 1,359 internet users aged 16+ who use perfume, cologne or aftershave and typically buy the fragrance they use

Source: Kantar Profiles/Mintel, June 2021 Read on mintel.com

Wellness NPD evolves

Wellness-focused scents don't only highlight aromatherapeutic merits but also stand out by being inspired by non-
fragrance markets (eg healthcare, fitness, AI).

Blurs with healthcare supplements Mind-boosting series blurs with fitness Blurs with repellent to mix
Nue Co is blurring with VMS in order to tap markets practicality/pleasure
into health/wellness trends. Its medicinal Wellness brand DOSE* includes mood- Bringing a more pleasurable feel to a
'fragrance supplement' includes Forest Lungs boosting body mists for use in conjunction functional insect repellent market is high end
(reproduces the anti-stress effects of forest with fitness classes: Hiit Me Up (for use pre- brand Diptyque. Its limited edition
bathing); and Mind Energy (improves focus workout to boost energy); and Smells Like Summer Body Spray uses essential oils
and mental clarity). Yoga (calms and "gets you in the zone for selected for their mosquito-repelling
yoga or meditation"). properties (eg lemongrass, geranium).

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Wellness NPD evolves

AI/NFC-connected scent with emotion- Positive emotions for better health Nostalgic marmalade series captures British
focused merits Vyrao 'emotive' natural fragrances aims to summers
Paco Rabanne's Phantom 'connected' scent connect consumers to themselves and Jo Malone's limited edition
comes in a refill bottle that allows amplify their energy and positive emotions so The Great British Summer Fete is inspired by
smartphone users to connect to a 'Phantom that they feel better about themselves. The a quintessentially British summer,
universe' of content*. Also helps wearers feel premise is that positive emotions/feelings marmalade and jam. It evokes happiness by
energised/confident (in line with IFF's contribute to better health. appealing to people's nostalgic sensibilities.
Science of Wellness programme).

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Tap into value trends

Innovations can better target people who are worried about their finances
(amid rising energy prices and shortages), or who re-assessed their
priorities during the pandemic and experimented with – and appreciated –
lower-priced fragrances.

Private label, more affordable body sprays and versatile/multi-functional

formulas (eg for skin, household surfaces, fabrics) stand to benefit.

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More affordable private label, body spray and versatile formulas can expand

Discounter offers versatile and escapist Carrefour aims to better compete with Multifunctional body spray for home,
scent Mercadona fabric, skin
Discounter Lidl is adding value to its Dante Eau de Parfum. To compete with Avon Naturals Scented Spritz range promises
affordable fragrances line with a limited Mercadona's cosmetic line, Carrefour has instant freshness. It can be used to refresh
edition and versatile Hello Sun Shine launched Les Cosmetiques Design Paris eau the body, rooms/the home and even linen,
perfumed mist for body/hair, with a 'unique' de cologne, priced at and comes in a range of variants including
signature scent of the brand's sunscreen. A Mango Bay with "the juicy scent of mango."
100ml bottle is priced at €1.28.

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Unisex innovation is rising but brands can better reach diverse consumers

Unisex fragrances are above-average and growing in Europe, aligning with

the spotlight on inclusivity. In comparison, diversity-focused fragrance
innovation is lacking and lagging behind that seen in other BPC markets (eg
in skincare, haircare and cosmetics). Brands can aim to do more to reach
BAME* groups.

As a starting point, fragrance advertising can be more diversity-focused,

and opportunity also exists for more hair fragrances for textured hair.

Aiming to improve diversity in the category is The Fragrance Foundation, a

not-for-profit organisation dedicated to enhancing the image of the sector.

The foundation has recently launched a #FragranceForwardTFF initiative to

advance industry diversity, equity and inclusion – and shift the focus away
from a "historically Eurocentric industry."
Oribe Hair Care unisex trio: Côte d’Azur,
Desertland, Valley of Flowers

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Unisex fragrances are on the rise in Europe

Europe: share of unisex launches in fragrances, 2016-17 to 2020-21

30

24

21
20
18
% of launches

17
15

10

0
Oct 2016-Sep 2017 Oct 2017-Sep 2018 Oct 2018-Sep 2019 Oct 2019-Sep 2020 Oct 2020-Sep 2021

Source: Mintel GNPD, October 2016-September 2021 Read on mintel.com

Disruptive concepts/packs make fragrance customisation easier

Multi-chamber pack for easier Smart fragrance system, 100-in-1

customisation fragrances
The Judith Leiber More is More! fragrance Ninu is a smart perfume paired with an AI-
(For Him and For Her sets) comprises a "one- guided app that allows users to create
of-a-kind bottle" that stores three scents in bespoke scents. The physical bottle holds
separate chambers that can be worn alone or three vegan complementing scent bases, and
mixed to create up to seven bespoke scents. a smart device can precisely tweak scents
based on users moods/preferences.

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Europe: natural and eco trends remain important

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Meet consumer interest in eco, natural and ethical fragrances

The ever-increasing spotlight on climate change (as government target

dates to reduce emissions draw nearer) and on safety (intensified by
IN THE UK COVID-19) continues to drive innovation in fragrances.

Indeed, eco and botanical claims are fastest-growing in the European

35%
fragrances category and appeal to consumer interest.

of adults who use/buy fragrances

research how ethical/eco fragrance
brands are

Base: UK: 1,359 internet users aged 16+ who use perfume, cologne or aftershave and typically buy the fragrance they use

Source: Kantar Profiles/Mintel, June 2021 Read on mintel.com

Fastest-growing claims focus on naturalness and eco friendliness

Europe: fragrances by fastest-growing claims, 2016-17 vs 2020-21

30 29

20
18
% of launches

16 Oct 2016-Sep 2017

15
14 Oct 2020-Sep 2021

11
10
8
6 6

0
Botanical Ethical-animal Sustainable Eco package Vegan

Source: Mintel GNPD, October 2016-September 2021 Read on mintel.com

Eco NPD still focuses on minimising packaging waste

Makeup-inspired, plastic-free board Disruptive packs made from nuts and Chanel makes pack changes to minimise
compact recycled cans waste
Made by Me Perfume Palette, inspired by Tåg Solid Perfume is housed in a case made Chanel is undertaking a number of initiatives
makeup, comprises assorted, solid and from Ecuadorian tagua nuts, while the cap is to be more eco-friendly. It has developed
concentrated perfume in handy recyclable made from recycled drink cans. The brand bio-based perfume caps for its
carton compact cases with a bioplastic also aligns with natural/ethical trends, using Les Eaux de Chanel series and developed
varnish – to reduce plastic use to almost pure essential oils, supporting indigenous recycled glass bottles for its iconic Chanel
zero. Can be layered or worn alone. communities etc. N°5.

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Eco NPD still focuses on minimising packaging waste

Refills emerge for brush-on formats Engage with on-pack eco reminders Uses wine-cork production off-cuts
The Jo Loves Paintbrush Gel, first launched Look Labs' Cyber eau de parfum has a light- Obvious uses recycled glass (30%) and
in 2017, is now available in an on-trend more up feature on-pack to remind users to sustainable cork (cap) in its packaging. The
eco-friendly refill format. The slimmer, silver recycle responsibly. With a simple touch, mono-material cork lid uses wine-cork
pen can be refilled with different scent 'recycle' and 'earth' symbols light up to production off-cuts, also tapping into
cartridges. remind users to protect the environment and upcycled trends. Cork has made more inroads
dispose responsibly. in BPC of late, notably in razors.

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Super-luxe fragrance upcycles Swarovski 'green' stock crystals

Bringing an eco dimension to a super-luxe fragrances market is a

collaboration between Swiss designer Kevin Germanier and Guerlain.

The resultant exclusive and very limited edition (11 handmade copies)
collectible Bee Bottle is made with Swarovski's 'green' stock of crystals (ie
"leftovers of colours that didnt work well").

Each bottle is priced at approximately $11,795 each.

Source: Luxus-Plus (image); YouTube/Guerlain Read on mintel.com

Upcycled and alcohol-free formulas tap into natural/gentler and eco trends

In terms of eco/natural NPD: while niche, alcohol-free fragrances are rising and appeal to people worried about skin
sensitivity; upcycled formulas can also expand.

Alcohol-free, clean and kinder to skin and Uses upcycled vanilla

hair Upcycled trends are niche but gaining
Recognising a 'clean beauty' gap in fragrances traction as more people seek out planet-
is Brûmée, a "uniquely alcohol-free" brand for friendly products. Recognising this is Avon's
those worried that mainstream alcohol-based Far Away Beyond Parfum, made with 100%
scent is chemical-heavy/drying/irritating on upcycled Madagascan vanilla beans that
skin. Alcohol is replaced with a mix of water would otherwise be discarded.
and oil.

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Spotlight on MEA

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MEA standout innovations

Standout innovations in the MEA region blur with other categories, come in alcohol-free or alternative skin-friendly
formats, and tap into layering/customisation trends.

Blurring with hand sanitiser Fragrance layering balm format set Gentle alcohol-free formula, roller ball
Adding value to hand sanitiser and blurring Perfume Balm Stick Trio is part of the bottle
with fragrances is Beautysta's Essence [Mini] on-the-go, "small, cute and Gandour's Touch range of alcohol-free
Pocket Perfume. It is made with 75% alcohol super practical" beauty/makeup range. It Concentrated Perfume comes in a handy
and positioned as ideal for use as a body mist also taps into layering trends since the three bottle with a rollerball applicator to deliver
and sanitising hand spray. Variants include scents can work alone or mixed/matched to "a touch of scent" to skin. Variants include
Malibu Beach, At Midnight etc. create a bespoke scent. Majestic Oud, Blue, Yellow, Green and Red
Editions.

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ASIA PACIFIC (APAC)

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APAC retail market overview: fragrances, 2021

China, a market where consumers have historically been unaccustomed to perfume, is now a high growth market to
watch – as the perception of/familiarity with fragrance shifts.

Base: size of each bubble represents the respective size of the market in value (US$ estimate 2021); CAGR is in local currency

Source: Mintel Market Sizes Read on mintel.com

APAC: engage with consumers in-store, in-home and especially online

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Engage with consumers in-store, in-home and especially online

Playful packs, disruptive collaborations, and customised and versatile

formulas continue to emerge as brands work hard to stand out – both in-
IN CHINA store and online.

Fragrances will have to be especially creative in order to better reach

70%
consumers online, the pandemic having further boosted the fortunes of
ecommerce. Indeed, in China, online is now the primary purchase channel
for fragrances.

of adults who have bought

fragrances have done so using
domestic comprehensive shopping
websites* (vs 52% buying in-stores)

Base: China: 2,182 internet users aged 18-49 who have bought fragrances in the last six months

Source: KuRunData/Mintel, March 2021 Read on mintel.com

Attention-grabbing innovations: category blurring, collaborations and playful packs

Assorted trial kit in playful Ferris wheel Australian beer brand moves into Artistic series aims to reach
pack fragrances creative/trendy types
Scentooze, a creative Chinese perfume brand Australian beer brand Victoria Bitter has Chinese fragrance brand Boitown has
for young women, is driving to encourage launched Thirst, a men's fragrance for hard- collaborated with French artist illustrator
trial, experimentation and gifting with the working Australians who want to socialise and "tattoo apprentice" Léna Macka to reach
launch of a playful Ferris wheel-inspired set and celebrate the end of a working day. In young creatives. The series includes eau de
that holds eight vials of the brand’s keeping with the beer heritage, it uses VB parfum and an on-trend and on-the-go solid
bestselling scents. super pride hop extract. Perfume Pencil Set.

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Customisation trends continue to inspire innovation

Customised fragrances are sought-after and continue

to inspire innovation.

Brands are developing all-in-one packs/sets that

conveniently store different fragrance variants –
making fragrance layering, scent creation and
experimentation easy and fun for consumers.

Brands are giving consumers more choice, developing

an array of concentrated formulas (to blend with
base scents) that allow consumers to create more
bespoke scents.

Also, brands are focusing on customising the

fragrance packaging (rather than the actual scent) –
turning packaging into a more unique and collectible
item.

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Innovations focus on customising the scent...

Layering Toppers enliven interest in iconic More than layering, a joyful scent Handy compact for easy fragrance layering
scent experience Forsmell's Poisonous Apple eau de
Celebrating the 40 year anniversary of The Bulgari Allegra is all about creating a joyful parfum/"double layered ointment" with a
Body Shop's iconic White Musk eau de toilette scent experience based around emotions. It "mashed potato paste" texture comprises two
is a White Musk Toppers eau de parfum series comprises five eau de parfum (in colourful separate fragrances housed in a portable duo
(Radical, Lover and Free variants) to layer bottles), and five "magnifying essences" (in compartment compact case for easy
with the iconic scent and create a bespoke all-white flacons) to combine with the layering.
signature scent. parfums or wear alone.

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....and the packaging

Bringing customisation to fragrance

packaging, and positioning fragrance
akin to a curated wardrobe is
Les Eaux à la Mode – from Prada-
owned high fashion brand, Miu Miu.

The range comprises four different

bottled scents housed in
customisable cases featuring two
iconic Miu Miu prints with different
patterns (eg kittens, flowers).

Source: Miu Miu (image) Read on mintel.com

Versatile innovations blur with haircare, face masks and skincare

For both hair and body With collagen and vitamins C and E to care Fragrance releasing patch for face masks
The Silkygirl Fragrance Mist for Hair 'n' Body for skin Skincare brand Hanna Glow has diversified
series blurs with haircare and aims to leave Bringing added value and multiple benefits to and factored in the ongoing pandemic and
both the body and hair smelling fragrant. fragrances is the Chamé Perfume Body Mist mask-wearing habits. Its Aroma Patch for
Comes in Pure Bliss, Magic Dream and Love range (in Daisy Dream and Sparkling Kiss face masks releases a eucalyptus or
Bloom options. variants). It contains collagen and vitamins C peppermint aroma (for up to eight hours) to
and E to care for skin as it fragrances. make mask-wearing more pleasant.

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APAC: natural demands and expectations hold strong

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Naturalness above all

Naturalness is increasingly important to fragrance buyers, notably in China,

driving some brands to more boldly promote the use of natural ingredients,
including plant-based alcohol. IN CHINA
A gap exists for more transparency around the ingredients used in the
perfume-making industry, and for brands to tap into 'clean beauty' trends
as a way to convey safety. Accreditation from respected bodies (eg
Environmental Working Group) can help in this regard. EWG may be a US
non-profit organisation, but it is well regarded in Asian BPC markets, and is
66%
making greater inroads in the region, notably in skincare. For now, only of fragrance buyers think that the
use of natural ingredients is
Michelle Pfeiffer's Henry Rose fragrance, launched in 2019, features the
important when choosing scent
EWG verified mark.
(moreso than scent
notes/durability)
A gap also exists for natural formulas to align with eco trends. Climate
change concerns are intensifying but in APAC,
few fragrances highlight eco-friendly claims.

Base: China: 2,182 internet users aged 18-49 who have bought fragrances in the last six months

Source: KuRunData/Mintel, March 2021 Read on mintel.com

Botanical NPD dominates and is rising; other natural/'free from' claims are limited

Fragrances are increasingly flagging the use of botanical ingredients – use for their scent and to denote
naturalness/safety. Other natural and 'free from' claims are niche.

APAC: fragrances launches by select natural and free from claims, 2016-17 vs 2020-21
30

21
20
% of launches

Oct 2016-Sep 2017

Oct 2020-Sep 2021
10
10

5 5

2 2 2
1 1 1
0
Botanical Ethical-toxins free Alcohol-free Organic No
additives/
preservatives

Source: Mintel GNPD, October 2016-September 2021 Read on mintel.com

Plant-based alcohol claims denote skin friendliness

Innovations are promoting the use of plant-based alcohol in an effort to convey skin-friendliness and suitability for
sensitive skin.

Plant-derived ethanol for sensitive skin Plant-based alcohol

Osaji, a Japanese cosmetics brand for Atelier Rebul's
sensitive skin, has expanded into fragrances 'Japan Exclusive' Eau de Cologne is marketed
with its tree- and flower-inspired as using plant-based alcohol. It also has an
Eau de Toilette range, promoting the use of artisan feel – the bottles feature handcrafted
plant-based ethanol and essential oils, and wooden caps and are presented in minimalist
suitability for sensitive skin. board cartons.

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Natural fragrances align with eco trends

Eco, vegan, 90% natural, for younger Solid format, alcohol-free, metal case Pure and refillable format
generation Rumah Atsiri, a wellness and natural Barrio's No Man's Land in Kashmir eau de
Rochas Girl eau de toilette targets a "new essential oils company, has launched parfum taps into natural and eco trends. It
generation" of conscious young women who Solid Perfume that blurs with skincare and uses a 'natural and pure' fragrance (15%
are attentive to their and the planet's taps into natural and eco trends. It is perfume) and comes in portable and durable
wellbeing – hence why it is vegan, uses 90% alcohol-free, natural-based, hydrates skin 10ml glass tubes wrapped in leather that can
natural ingredients, and comes in a bottle and comes in a plastic-free metal case. be reused/refilled.
that uses 40% recycled glass.

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THE AMERICAS

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Americas retail market overview: fragrances, 2021

In Latin America, high engagement with scent bodes well for the market. In contrast, the market is contracting in the
US as people trade down or rely on scented personal care.

Base: size of each bubble represents the respective size of the market in value (US$ estimate 2021); CAGR is in local currency

Source: Mintel Market Sizes Read on mintel.com

Americas: brands use a range of tactics to engage consumers

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Many tactics are used to drive fragrance usage/purchase

Over the past 12 months, fragrances launches have tried to grab people's
attention in an array of ways.
IN THE US Tried and tested, and still driving innovation, are collaborative fragrances
developed with or inspired by non-fragrance categories, artists, influencers

42%+
etc.

Emotive fragrances also remains prevalent and appeal to consumers who

care more about how a fragrance makes them feel (rather than just how it
of fragrance users agree that it’s smells or is received by others). Moreover, brands that focus on the
most important that personal emotive merits of scent will help drive usage even when
fragrances/scented products consumers are at-home (eg working from home) and not socialising.
make them feel attractive, happy o
r confident Innovations are also starting to emerge that factor in changing buying
behaviours – specifically, brands are appealing to online buyers and helping
people try/test fragrances at-home (for convenience and to allay any
hygiene concerns around in-store testers).

Base: US: 1,710 internet users aged 18+ who use any fragrance and/or scented personal care products

Source: Kantar Profiles/Mintel, August 2020 Read on mintel.com

Emotive innovations bring comfort, escapism or sensorial application

Brush-on tube, pleasurable feeling on Brings comfort to grieving mother Escapist mood-lifting trio of fragrance oils
application After a social media appeal, O Boticário Summer Fridays The Trio Perfume Oil (Wave,
Tubed fragrances with sensorial brush-on recreated exclusive units of an offline Soft Vanilla and Crisp Citrus) promises to lift
applicators, perfume from 1984, Annete, in order to bring users' mood and "transport users to a tropical
first appearing in Europe/North America in 2 comfort to a mother who lost her son to escape," "recall the delights of a French
017 COVID-19. The scent was her son's favourite. patisserie" or "feel like sipping an icy
are expanding. Now in Brazil, O Boticário's limoncello."
brush-on version of Lily Absolu aims to make
scent application more pleasurable and
precise.

Source: GKPB (image) Read on mintel.com

Disruptive collaborations, category blurring and storytelling approaches

Exclusive 'drop' positioning Sol de Janeiro's first artist collaboration Nostalgic 'hint of petrol' as electric cars
Travx Space Rage was created after a team- Sol de Janeiro has collaborated with an artist boom
up between Byredo and Cactus Jack (rapper for the first time, with Anitta (a Brazilian Ford's Mach-Eau (developed to promote its
Travis Scott's label). To convey exclusivity, it celebrity/'megastar'), to launch a refreshing all-electric Mustang Mach-E GT car) targets
was distributed as a 'drop' – inspired by vegan Perfume Mist. It is set to especially drivers who will miss the smell of petrol as
distribution models in the streetwear appeal to younger consumers. they transition to EV*. It fuses smoky
category. accords, aspects of rubber and an
'animal'/Mustang heritage element.

Source: Ford Authority (image) Read on mintel.com

Disruptive collaborations, category blurring and storytelling approaches

Truly's first scent blurs with its body butter Blurring between fragrance/household
Skincare brand Truly's first signature scent continues
pays homage to its cult favourite Unicorn Fragrance brands continue to blur with air
Fruit Body Butter. The care, factoring in that since COVID-19 people
Unicorn Fruit Eau De Parfum brings out "the who are spending more time at home want
irresistible aroma" of the body butter in a their homes to be an oasis of calm. An
more concentrated personal scent. example is O Boticário's Aroma & Terapia
wellbeing for skin and homes.

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Help people trial-before-buy in the comfort of their own homes

The Snif try-before-you-buy genderless fragrance (and candle) kits allow

people to try out/experiment with fragrance, before committing to a
purchase – all in the comfort of their own homes.

Moreover, such kits can appeal to consumers who are hesitant to test
fragrances in-stores given on-going hygiene concerns linked to COVID-19.

The sets hold three tester scents and their full-size counterparts.

Customers are only charged for the scents they keep and all others must be
sent back after the seven-day trial period.

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Americas: continue to convey 'safety' and eco-friendliness

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Willingness to try 'clean' and sustainable fragrances is high

Few people are worried that the ingredients in fragrances are bad for
health. But, that does not mean that people are disengaged with more
IN THE US natural formulas.

Indeed, the spotlight on 'clean beauty' seen across broader BPC markets,

64%+
and a more discerning consumer (who tends to research the ingredients
used in fragrances) bodes well the natural/'clean' fragrances segment.

Moreover, there is a notable willingness among fragrance users to buy more

of fragrance users are interested in natural or 'clean' fragrances, with these perceived as 'safer'.
trying fragrance made with
sustainable ingredients (64%) or 'cle The interest in trying fragrances with more sustainable ingredients is also
an' formulas (73%) high, driving natural innovations to also highlight sustainable claims.

Base: US: 1,710 internet users aged 18+ who use any fragrance and/or scented personal care products

Source: Kantar Profiles/Mintel, August 2020 Read on mintel.com

Top five fastest-growing claims focus on the natural, ethical and eco – aligning with
'clean beauty' trends

Latin America: fragrances launches by the top North America: fragrances launches by the top
five fastest-growing claims, 2016-17 vs 2020-21 five fastest-growing claims, 2016-17 vs 2020-21
30 40
33
20 21 30 26
20
12 Oct 2016-Sep 2017 20 17
Oct 2016-Sep 2017
% of launches

% of launches
11 10 14
9 13 13
10 Oct 2020-Sep 2021 11 Oct 2020-Sep 2021
5 10 5
3 3
0 0 0
0 0
a l al an r it
y ic l al ge an g
ic m g an ca in
n ni Ve
a
rg ni im ka g cl
ta l-a ch t a a n c Ve y
Bo a al
- O Bo l- p a ec
ic ic ca R
h h hi co
Et Et E t E

Source: Mintel GNPD, October 2016-September 2021, Latin America and North America Read on mintel.com
Natural/eco innovations focus on the ingredients

Tapping into natural and eco trends are innovations that promote the organic, 'clean', non-toxic, upcycled and
alcohol-free formulas.

Eco alcohol from sugarcane bagasse Eco range with upcycled ingredients Alcohol-free, oil-based, skin-friendly
From 2021, O Boticário is to use an eco The Cyzone Pure eau de parfum range Touting a skin-friendly, alcohol-free free
alcohol from sugarcane bagasse in its (Bloom, Breeze and Vibes variants) uses 95% formula is Nest Fragrances' Perfume Oils
fragrances to help the brand achieve its natural origin ingredients including upcycled (Turkish Rose, Seville Orange, South Pacific
sustainability goals. It has also launched OUi, ingredients (eg peels, fruits and vegetables). Sandalwood, Madagascar Vanilla, Indian
created in France and paying tribute to high The eco pack uses sugarcane and 20% Jasmine) that use a single hero note and
end French perfumery. recycled glass. nourishing on-trend baobab oil.

Read on mintel.com
Natural/eco innovations focus on the ingredients

Clean beauty fragrances brand Non-toxic, clean claims

Skylar's Eau de Parfum fine fragrances use Pirette eau de parfum uses alcohol derived
'safe' synthetics and nature-inspired scents – from organic sugar cane and is marketed as
and are marketed as hypoallergenic, safe for vegan, non-toxic, clean and free from
sensitive skin, eco and free from 36 (animal testing, phthalates, parabens,
fragrance allergens and 1,300 other colour, additives of any kind etc.
questionable ingredients etc.

Read on mintel.com
Promote the re-purposing merits of fragrance packaging

A collaboration between Jeff

Leatham (celebrity floral designer)
and Kim Kardashian promotes the
re-purposing merits of perfume
bottles – not necessarily to mimimise
waste but for aesthetic reasons.

The genderless scent trio comes in a

decorative clay-inspired bottle that
doubles up as a vase.

A single flower can be placed in the

top part of the bottle; and the
designer also urges buyers to keep
the bottle as a collectible item once
KKW Fragrance x Jeff Leatham: Jasmine
the fragrance is used up. Air, Desert Rose, Night Iris

Source: Instagram/KKW (image) Read on mintel.com

Meet the Expert

Rosalia Di Gesu
Global Beauty & Personal Care Analyst
[email protected]

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