Acqua Floreale, Michael Kors Glam
Jasmine and White Musk Smoky Rose.
The growth and acceptance of oud as an
important ingredient has been significant
in the creation of new fragrance brands.
“For some years, international fra-
grance brands have worked with oud,
a cherished Middle Eastern ingredients
also known as oud or agarwood,” noted
Emmanuelle Moeglin, fragrance analyst,
Mintel. “Originally, brands chose oud as
a way of tapping the profitable Middle
Eastern fragrance market, but in 2013 they
selected it to appeal to Western tastes, too.”
Oud was the primary note of many
ultra-prestige launches for both Western
and Middle Eastern markets.
According to Moeglin, the growing
popularity of richer and exotic perfumes
in the West has put oud at the heart of
Western fragrance olfactory construction
and has taken it beyond nice collections to
a more mainstream position.
“The limited edition of Viktor & Rolf’s
Flowerbomb, Rose Explosion and Benefit’s
Under my Spell Noelle were both designed with Western consumers in mind
and did not hesitate to advertise the presence of oud in their fragrance pyramids,”
New Ways with Fragrance
Standing out in the fragrance market is
no mean feat, particularly within the retail arena. Recently, there has been a trend
for brand boutiques, limited mainly to the
larger companies. For example, Guerlain
has refurbished its flagship store on the
Champs-Elysées and Dyptique has opened
a concession in Liberty department store.
Meanwhile, London’s Covent Garden has
become a hub for premium brand boutiques
that include Chanel, Dior and Burberry.
It’s another way to engage with consumers to help them navigate the vast
number of brands on sale and find the
Tuberose has been a popular fragrance
component during the past year.