1980s elixirs disrupt fragrance with unlikely comeback

By Amanda Pauley | Published: 13-Dec-2023

High concentration elixirs which promise powerful wear with just one spritz are on the rise as consumers look for more value from their fragrances

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Punchy elixirs inspired by the strong perfumes of the eighties are growing in popularity and set to become a dominating fragrance trend for 2024.

Elixirs have the largest concentration of perfume essence – typically between 20% to 40% – and commonly embody heavier notes compared to traditional eau de toilettes and colognes.

This combination enables the scent to last longer, providing people with value for money – a tantalising benefit during the ongoing cost of living crisis.   

“There have been a lot of launches this year of very strong fragrances that hark back a bit to the eighties, like elixirs and parfums,” explains Karla Woolley, Buying Manager at The Perfume Shop.  

The data backs up the micro-trend too, with a staggering 342.1 million views for videos about ‘What is an elixir perfume’ on social media platform TikTok.

Global Google searches for ‘fragrance elixir’ have also soared 38% over the past three months (September to November 2023), boosted by a suite of new launches from the likes of Jean Paul Gaultier, Gucci and Elie Saab. 

Elie Saab has launched a floral-inspired Elixir

Elie Saab has launched a floral-inspired Elixir

Hugo Boss’s Boss Bottled Elixir, which only launched in September, has even landed a coveted spot in The Perfume Shop’s predicted list of best-selling scents for Christmas this year. 

Dior’s long-standing Sauvage fragrance, which comes in either an elixir or eau de toilette format, also made the top ten. 

“Elixirs’ power is the longevity that they hold,” says Conan Belletty, Head Of Education at fragrance brand owner Puig. 

“Elixirs are just giving you the most robust, I would say opulent, interpretation of the scent.”   

Some of 2023’s big elixir launches have

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