This article was originally published in the Bath & Body Trend Report. Receive your copy here
Consumers are becoming more experimental with their use of scent, while also looking to extend the sillage of their favourite scents.
And as they do, brands have been honing in on fragranced body products to meet demand.
Maison Francis Kurkdjian refers to this as ‘another path to fragrance’ as the brand invites consumers to wear Baccarat Rouge 540, Oud Satin Mood, 724, Aqua Universalis and À la Rose scents, in a new scented ritual spanning body oils, hair mists, hand and body cleansing gels and body lotions.
The body products retain the same intensity and quality of the original fragrance and enable customers to enjoy a moment of wellbeing and prolong the silage of their favourite perfume.
This whole-body approach to wearing fragrance is one that more perfume brands are exploring, and it broadens the range of different fragrance gestures available to consumers.
Layering perfumed body care products to enhance a signature scent may not be new, but the range and variety of ‘ancillary’ products available, such as body oils and body and hair mists within their fragrance lines is.
And with sales from fragrance ancillary products such as body spray, hair mist and body oil all recording double digit value growth in the UK in 2023 versus last year, and fragranced body oil from prestige brands soaring by 43% during the first half of 2023 in the US, according to Circana, it is easy to see why.