How to keep the fragrance category fresh

Nick Vaus of Dew Gibbons + Partners provides his four 'musts' for perfume brand design

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 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 . . .

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