A seismic shift is taking place in perfumery, heralding a new era of creativity, development and consumer attitudes towards fragrance, all of which are reigniting the category
It has long been said that for every era there is a fragrance to correspond – from the roaring twenties with Gabrielle Chanel's scent revolution to grunge and the debut of the minimalist CK one in the 1990s, it's clear that events in the wider cultural world and the evolution of perfumery are intrinsically linked.
And in today's multimedia world of fake news, personality cults – political or otherwise – and growing environmental concern about our planet, it seems once again that a new cycle of creativity is expected to match the changing cultural times.
"This is a very interesting time for perfumery – we are coming to the mature end of one trend and are about to embark on another," explains Christopher Yu, Managing Director at United Perfumes. "There is political upheaval, yet it is a time of unbridled creativity for fragrance."
The numbers would agree. According to Euromonitor International, there has been continued growth in the developing markets of Latin America and the Middle East and Africa, but also a renaissance in mature markets in the face of fresh consumer desire to differentiate.
"Consumers are looking to be excited by fragrances," explains Charlotte Libby, Global Colour Cosmetics and Fragrance Analyst at Mintel. "Re-igniting an established category using new . . .
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