Olfactory evolution

The fragrance market continues to make olfactive gains thanks to innovation across the sector. But how will the market respond to a change in demographic?

The fragrance industry is unique in that it divides opinion like no other C&T sector. Whether this is down to the very subjective nature of scent itself, or a response to its rapid growth in the last decade, it’s a market where there is no shortage of strong opinions.

“The industry has always been amoebic and currently is in the midst of a major re-invention,” explains master perfumer Roja Dove. “What had always been considered a luxury item and had that certain je-ne-sais-quoi no longer reflects poise and refinement. It has been cheapened and bastardised over recent years as the industry was slowly bought up by large multinational conglomerates, including detergent manufacturers, who saw that it was possible to make a quick buck by creating scents utilising the marketing models that work so well to launch household brands. Where once originality and creativity was the driving force behind each new scent, [it became] all about spin and marketing budgets so persuasive they forced classical perfumery to its knees.”

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