In Brands, Insight, Marketing

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 buying spree: Estée Lauder with Le Labo, Frederic Malle, and By Kilian; Shiseido and Serge Lutens; and L’Oréal with Atelier Cologne. Whether those businesses can preserve what makes their acquisitions special is a question for another article entirely. But the broader issue remains—what can fragrance brands do to continue their momentum or make a comeback?

Recent Posts
Contact Us

We're not around right now. But you can send us an email and we'll get back to you, asap.

Start typing and press Enter to search