As a fragrance fanatic (and occasional educator at the Fragrance Foundation), my own bathroom and dressing table bear out various perfume market truths. Out go traditional mass designer/celebrity scents and in come niche/artisanal fragrances.
Euromonitor International puts total growth of the fragrance category at 6.5% over the next five years, but the mass segment is predicted to show flat or even negative growth. No wonder ‘Big Beauty’ is on a niche buying spree: The Estée Lauder Companies with Le Labo, Frédéric Malle and By Kilian; Shiseido and Serge Lutens; and L’Oréal with Atelier Cologne.
Whether those businesses can preserve what makes their acquisitions special is a question for another article entirely. But the broader issue remains – what can fragrance brands do to continue their momentum or make a comeback?
1. Don’t forget the packaging
It might seem obvious, but perfume packaging still needs to
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