From Roblox to sonic scenting: How fragrance houses are creating a new era of storytelling

The deep emotional connection that fragrance offers is one of the most compelling reasons why it resonates with consumers.

And it continues to do so year-on-year – fragrance has been the fastest growing category globally between 2024 and 2025, up 7%, according to analyst Euromonitor.

Trends related to nostalgia – and the ability of fragrance to reflect or shape mood and self-expression – have particularly resonated with consumers, and inspired many creations this year.

The way that the younger generation are consuming perfumes has totally changed

Storytelling, of course, sits at the heart of this, but the way in which those stories are told can itself be an opportunity for innovation.

At Dubai's Beautyworld Middle East exhibition last month, fragrance houses led the way in exploring how scent – and its stories – can be communicated in inspiring ways and with creative experiences, both in-person and digitally.

Below, Cosmetics Business highlights some of the most creative experiences showcased by fragrance houses at their exhibition booths and how they are creating a new era of storytelling.

Givaudan's stand at Beautyworld Middle East

Engaging Gen Z and Gen Alpha 

Gen Z and Gen Alpha’s interest in perfumes is widely known. 

According to a report by analyst Circana, 83% of Gen Z wear fragrance as often as three times per week; while bank Barclays data from September 2024 found that the number of UK shoppers buying fragrances on social media platforms had grown from 12% to 17% of all sales.

To tap into this momentum, Givaudan presented Guardians of Memories at the show – an interactive and educational game available on online platform Roblox which is designed to resonate with young consumers in the digital environment.

With Roblox, you have around 60% of users [that] are Gen Alpha or young Gen Z – it is immersive, synaesthetic, experiential

In the game, players embark on an adventure that explores the connections between scents, memories and emotions, and for Beautyworld Middle East, the fragrance house created a character called Amir.

Amir acted as a guide for digitally exploring the

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Featured companies

CPL Aromas CPL Aromas is the world's leading, fragrance-only fragrance house. Established over 50 years ago by two brothers and remains a family-owned business. Home to some of the... Givaudan Active Beauty Givaudan Active Beauty offers an extensive portfolio of innovative cosmetic active ingredients designed to bring beauty to the world. Inspired by the beauty needs of consumers... Eurofragance Eurofragance is a Barcelona-based multinational fragrance house that designs and produces high quality fragrances for worldwide brands in fine perfumery, home, personal and air...

• Companies:
• Quintessence
• Circana

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