{"id":11736,"date":"2022-10-20T06:00:00","date_gmt":"2022-10-20T14:00:00","guid":{"rendered":"https:\/\/www.rangeme.com\/blog\/?p=11736"},"modified":"2022-10-25T07:49:24","modified_gmt":"2022-10-25T15:49:24","slug":"making-sense-of-scents-a-look-at-the-fragrance-industry","status":"publish","type":"post","link":"https:\/\/www.rangeme.com\/blog\/making-sense-of-scents-a-look-at-the-fragrance-industry\/","title":{"rendered":"Making Sense of Scents: A Look at the Fragrance Industry"},"content":{"rendered":"\n

The scent of roses takes me back to my childhood garden, while frying bacon transports me to my grandmother\u2019s kitchen.<\/p>\n\n\n\n

Of the five senses, smell is our sense most closely tied to memory. More perfumiers are catering to that, with personalized fragrances and a new generation of perfumes targeted at today\u2019s shoppers.<\/p>\n\n\n\n

Scents remain popular with consumers. According to a 2021 Mintel report, Fragrance Trends in Beauty<\/em>, 51% of American respondents wear perfume even when they\u2019re not leaving the house, and 62% use fragrance to boost their mood.<\/p>\n\n\n\n

Personalized perfume<\/h2>\n\n\n\n

Some perfumiers are offering quizzes to help customers select scents. Most of Pinrose<\/a>\u2019s customers opt to take the company\u2019s online quiz, says Nancy Shalek, CEO. It was developed with scientists and the company regularly analyzes quiz results to ensure customers like what it predicts for them and often updates the quiz to keep it relevant based on consumer feedback.<\/p>\n\n\n\n

Katrina Sellers launched Jules & Vetiver<\/a> because she was tired of seeing mass-market perfumes \u201cmarketed the same way they have been for decades: with fancy, expensive-to-produce custom bottles, celebrity endorsements, flashy ads. It’s focused on selling an image, and almost no attention is paid to what’s in the bottle.\u201d<\/p>\n\n\n\n

\"Jules<\/figure>\n\n\n\n

But customer behavior is changing, she points out. \u201cWe’re getting more curious, more inquisitive, more drawn by the quality of products. So although the overall fragrance market is large, the fastest-growing segment, for years, has been niche fragrance. Customers are looking for scents that are unique, more transparent, more interesting, and a better reflection of them.\u201d<\/p>\n\n\n\n

Best-selling products from Jules and Vetiver are the Fragrance Bar Kits and Limited Edition Samplers. The former ($59) is a kit with all of the company\u2019s customized top, middle, and base notes that customers can sample and personalize to find what really resonates. They share this information to receive a freshly mixed, 0.25-fl.-oz, travel-friendly sprayer. Sellers record the scents for customers\u2019 future purchases.<\/p>\n\n\n\n

\u201cOur customers love coming up with their own personal formulas and then seeing how beautifully their selections come together when blended,\u201d she says.<\/p>\n\n\n\n

The samplers feature five scents, selected by the customer, which consumers can experience and then choose their favorite for a full-bottle version.<\/p>\n\n\n\n

Personalization is critical, Seller says. \u201cIt’s something customers value because it enhances the experience of owning something \u2026 unique.\u201d<\/p>\n\n\n\n

Triangle Fragrance<\/a> launched in 2020 and due in large part to launching during the pandemic, most sales are online, says founder Magda Khalifa, though in-store sales are growing, she adds. <\/p>\n\n\n\n

Rather than a quiz, Khalifa uses a strong story to sell her fragrances. She has used her experiences as a soldier in Iraq to create scents that, \u201chelp people get from where they are now in life to where they want to be,\u201d she says. <\/p>\n\n\n\n

Customer base<\/strong><\/h2>\n\n\n\n

Triangle\u2019s customers are ages 25 to 55 and the fragrances sell more to men than to women.<\/p>\n\n\n\n

Pinrose attracts customers mostly over 35 and Shalek says they\u2019re interested in something personal. \u201cA person\u2019s scent preferences are most strongly linked to their unique memories. A particular fragrance can instantly revive long-forgotten memories,\u201d she says.<\/p>\n\n\n\n

Jules and Vetiver scents are all unisex, though the majority of customers are female, between 30 and 55. \u201cOur customers are typically not ‘new’ to wearing fragrance. They’ve worn fragrances for years but have gotten bored with them, or haven’t felt they were personal enough,\u201d says Sellers.<\/p>\n\n\n\n

And while sales are mostly from the company\u2019s website, she hopes to be featured in more brick-and-mortar stores in the next year.<\/p>\n\n\n\n

Important attributes<\/strong><\/h2>\n\n\n\n

What\u2019s important to customers today isn\u2019t just scent, Shalek points out. Pinrose products are clean, vegan, cruelty-free, and hypoallergenic, aimed at not hurting either the environment or the person wearing the perfume. Pinrose is working to make its packaging more sustainable, and to offer a refill option. The company\u2019s petals (single-use towelettes) are biodegradable.<\/p>\n\n\n\n

Most Jules and Vetiver customers cite the company\u2019s efforts to source sustainable ingredients as most important, but the company is also Leaping Bunny (cruelty-free) certified, which is important.<\/p>\n\n\n\n

Khalifa wanted to sell clean products that are free of parabens, have no animal testing, and are vegan. But it\u2019s not just Triangle Fragrance\u2019s clean label that appeals to consumers, she says. Made in USA is the attribute that most resonates with customers, followed by Veteran Owned<\/a>.<\/p>\n\n\n\n

Jules & Vetiver customers most value the company\u2019s transparency and the ability to be creatively involved, says Sellers, because that\u2019s so different to the experience with large fragrance brands. <\/p>\n\n\n\n

\u201cWe make it clear that the feedback we get from customers goes directly to me, as head perfumer, and our formulas are developed based on what we’re hearing,\u201d she says. \u201cWe love having that collaborative relationship behind our creations.\u201d<\/p>\n\n\n\n

“Fragrance” was one of the trending high-growth keywords featured in our Retail Roundup: Q3 2022<\/a> report. Want to know what else was trending? Click the button below to download the full report.<\/em><\/p>\n\n\n\n

\n
Download the report<\/a><\/div>\n<\/div>\n\n\n\n

<\/p>\n\n\n\n

Buyers and sellers of fragrance products can connect in person this January at ECRM’s The Everyday and Holiday Cosmetics, Skin, Fragrance & Bath Session. Click here<\/a> for more information, and to register!<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

What are consumers looking for in today’s booming fragrance market? Personalized scents and clean ingredients!<\/p>\n","protected":false},"author":69,"featured_media":11738,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[481],"tags":[1350,476,1354,1844,425,38,471,37,3397,1571,36,3398,1505,30,32,44,687],"class_list":["post-11736","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry-trends","tag-beauty-industry-trends","tag-beauty-trends","tag-beauty-trends-in-retail","tag-broaden-your-customer-base","tag-clean-ingredients","tag-consumer-goods","tag-consumer-packaged-goods","tag-cpg","tag-fragrance-industry","tag-fragrances","tag-innovation","tag-perfume-industry","tag-personalization","tag-rangeme","tag-retail","tag-retail-trends","tag-veteran-owned-business"],"yoast_head":"\nMaking Sense of Scents: A Look at the Fragrance Industry - The RangeMe Blog<\/title>\n<meta name=\"description\" content=\"What are consumers looking for in today's booming fragrance market? 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