fruit (grapefruit, mandarin, bergamot, cassis and neroli) and
warm woods (cedar and sandalwood) including earthy vetiver,
a signature note in the scent.
“This is a brand to watch,” noted Grant of NPD. “The prod-
uct positioning of past launches were great, and the packaging
is so Tory.”
Victoria’s Secret is also capitalizing on the popularity of
florals for Spring 2014 with Bombshells in Bloom, its lat-
est fragrance collection. It includes a solid fragrance ring for
touch-ups throughout the day along with an EDP, mist and lo-
tion too. Notes include pink freesia, red apple and water lily.
The bottle even features a textural embellishment to match the
Making Scents of the Future
According to Mintel research, consumers are just beginning to
express a desire for fragrances that offer more practical, unique
benefits—not just a great scent. The market research firm contends there’s growing demand for more distinct, non-tradition-al uses on the fragrance front.
“New forms and benefits attract inter-
est from consumers, primarily driven by women and
younger consumers, which stands to reason as these groups
tend to be more engaged in the category overall. However,
since fine fragrances in particular tend to be viewed as oc-
casional use items, added benefits could help to increase usage.
Future growth will likely come from users ‘trading up’ to more
expensive variants, ancillary items, and innovative new product
formats and benefits,” said Shannon Romanowski, beauty and
personal care analyst at Mintel, Chicago.
Artisanal brands like Killian, Jo Malone, Clive Christian and
Bond No. 9 are ones to watch for 2014 and beyond, observed
Grant of NPD, as“the perfumer is the celebrity.”
“Artisanal marketers are carving out new ground with
scents,” Grant explained.
Hoffman agrees that perfumers are pushing the boundaries
of consumer preference by offering new scents using rare and
unique ingredients. Consumers, she said, are also hungry for
creative packaging and innovation in application.
“The need to surprise and excite consumers is constant,”
Hoffman told Happi. “Also the heritage and the craftsmanship
placed on the art of creating a fragrance has become front and
center as consumers are looking for an authentic fragrance story; an interest I believe will continue to grow in the future.”•