A year of innovation in

fragrances, 2021
NPD is grabbing people's attention by tapping into wellness and customisation trends; and focusing on
the emotive benefits of scent, naturalness and sustainability.

Rosalia Di Gesu

Global Beauty & Personal Care Analyst

October 2021

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Table Of Contents
Contents

1 EUROPE, MIDDLE EAST & AFRICA (EMEA)

ASIA PACIFIC (APAC)

2

THE AMERICAS
3
What we have seen
EMEA: many different ways to drive
engagement
Brands are innovating in many different
ways to help drive engagement with
fragrances, from tapping into wellness
trends to focusing on value for money,
helping people create bespoke scents,
and promoting eco, natural and 'free
from' merits.
A gap exists for more diversity-focused
NPD, which lags behind that seen in
other BPC markets.
APAC: the playful & bespoke; gap for
more eco NPD
Playful packs, disruptive
collaborations, and customised and
versatile formulas help fragrance
brands stand out in-store and online.
Naturalness remains key and a gap
exists for more transparency-focused
and 'clean' NPD, and for a bigger focus
on sustainability. In APAC, few
fragrances feature eco claims.
Americas: focus on emotions, 'safety'
and the eco
Comforting and escapist NPD is grabbing
attention by focusing on how scent
makes people feelvs how scent
smells/is received by others.
Collaborative scents developed with or
inspired by non-fragrance categories
(eg electric cars) also stood out.
Innovations appealed to a notable
consumer willingness to buy
'clean'/sustainable scents.
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Our pick of the most innovative launches in this review

Multi-chamber pack for easier
customisation
The Judith Leiber More is More! fragrance
(For Him and For Her sets) comprises a "one-
of-a-kind bottle" that stores three scents in
separate chambers that can be worn alone or
mixed to create up to seven bespoke scents.
Uses wine-cork production off-cuts in lid
Obvious uses recycled glass (30%) and
sustainable cork (cap) in its packaging. The
mono-material cork lid uses wine-cork
production off-cuts, also tapping into
upcycled trends. Cork has made more inroads
in BPC of late, notably in razors.
Handy compact for easy fragrance layering
Forsmell's Poisonous Apple eau de
parfum/"double layered ointment" with a
"mashed potato paste" texture comprises two
separate fragrances housed in a portable duo
compartment compact case for easy
layering.

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Our pick of the most innovative launches in this review
Nostalgic 'hint of petrol' as electric cars
boom
Ford's Mach-Eau (developed to promote its
all-electric Mustang Mach-E GT car) targets
drivers who will miss the smell of petrol as
they transition to EV*. It fuses smoky
accords, aspects of rubber and an
‘animal’/Mustang heritage element.
Source: Ford Authority (image)
Bottle doubles up as a vase... while still in
use
The KKW Fragrance x Jeff Leatham
genderless fragrances promote the re-
purposing and versatile merits of perfume
bottles. The decorative clay-inspired bottle
doubles up as a vase. Just place a single
flower in the top part of the bottle.
Blurring between fragrance/household
continues
Sandalwood & Tonka Bean Cologne.
Fragrance brands continue to blur with air
care, factoring in that since COVID-19 people
who are spending more time at home want
their homes to be an oasis of calm. An
example is O Boticário's Aroma & Terapia
wellbeing for skin and homes.
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Innovation opportunities in fragrances

Associate Director Lauren Goodsitt highlights three opportunity areas for innovation in fragrances:

Start a new chapter with scent

Scent helps to differentiate experiences. As consumers attempt to leave the hardships of the past year behind, they
will look to the fragrance industry to establish new and more uplifting scent associations.

Be scent-sitive, create inclusive fragrances

The fragrance industry is not exempt from the inclusivity movement. Brands that expand claims to include non-
irritating/non-alienating claims and those that highlight bioengineered ingredients with no allergens will attract scent-
sensitive consumers.

Sample from behind the screen

The rise of ecommerce reveals a need for fragrance brands to create new sampling methods. From discovery sets to
subscription boxes and trial-prior-to-charge business models, brands are innovating to bring scent shopping beyond
note descriptions.

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Global retail market overview: fragrances, 2021

Base: size of each bubble represents the respective size of the market in value (US$ estimate 2021); CAGR is in local currency

Source: Mintel Market Sizes Read on mintel.com

EUROPE, MIDDLE EAST & AFRICA (EMEA)

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EMEA retail market overview: fragrances, 2021

Sluggish CAGRs in some markets is due to discounting, savvy buying behaviours and competition from scented personal
care. South Africa is a market to watch with highest CAGRs.

Base: size of each bubble represents the respective size of the market in value (US$ estimate 2021); CAGR is in local currency

Source: Mintel Market Sizes Read on mintel.com

Europe: innovations use an array of tactics to drive engagement

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Creative ways to boost engagement with fragrances

Brands are innovating in many different ways to help drive consumer

engagement with fragrances and to help boost sales.
IN THE UK
Standing out this past 12 month are brands that:

35%
• tap into ongoing and increasingly established wellness trends;
• focus on value for money;
• align with diversity and inclusive trends;
• appeal to the interest in more unique and customised formulas.
of adults who use fragrances would
choose one fragrance over another
if it
helped them feel relaxed/relieved
stress

Base: UK: 1,359 internet users aged 16+ who use perfume, cologne or aftershave and typically buy the fragrance they use

Source: Kantar Profiles/Mintel, June 2021 Read on mintel.com

Wellness NPD evolves
Wellness-focused scents don't only highlight aromatherapeutic merits but also stand out by being inspired by non-
fragrance markets (eg healthcare, fitness, AI).
Blurs with healthcare supplements
Nue Co is blurring with VMS in order to tap
into health/wellness trends. Its medicinal
'fragrance supplement' includes Forest Lungs
(reproduces the anti-stress effects of forest
bathing); and Mind Energy (improves focus
and mental clarity).
Mind-boosting series blurs with fitness
markets
Wellness brand DOSE* includes mood-
boosting body mists for use in conjunction
with fitness classes: Hiit Me Up (for use pre-
workout to boost energy); and Smells Like
Yoga (calms and "gets you in the zone for
yoga or meditation").
Blurs with repellent to mix
practicality/pleasure
Bringing a more pleasurable feel to a
functional insect repellent market is high end
brand Diptyque. Its limited edition
Summer Body Spray uses essential oils
selected for their mosquito-repelling
properties (eg lemongrass, geranium).
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Wellness NPD evolves
AI/NFC-connected scent with emotion-
focused merits
Paco Rabanne's Phantom 'connected' scent
comes in a refill bottle that allows
smartphone users to connect to a 'Phantom
universe' of content*. Also helps wearers feel
energised/confident (in line with IFF's
Science of Wellness programme).
Positive emotions for better health
Vyrao 'emotive' natural fragrances aims to
connect consumers to themselves and
amplify their energy and positive emotions so
that they feel better about themselves. The
premise is that positive emotions/feelings
contribute to better health.
Nostalgic marmalade series captures British
summers
Jo Malone's limited edition
The Great British Summer Fete is inspired by
a quintessentially British summer,
marmalade and jam. It evokes happiness by
appealing to people's nostalgic sensibilities.
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Tap into value trends

Innovations can better target people who are worried about their finances
(amid rising energy prices and shortages), or who re-assessed their
priorities during the pandemic and experimented with – and appreciated –
lower-priced fragrances.

Private label, more affordable body sprays and versatile/multi-functional

formulas (eg for skin, household surfaces, fabrics) stand to benefit.

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More affordable private label, body spray and versatile formulas can expand
Discounter offers versatile and escapist
scent
Discounter Lidl is adding value to its
affordable fragrances line with a limited
edition and versatile Hello Sun Shine
perfumed mist for body/hair, with a 'unique'
signature scent of the brand's sunscreen. A
100ml bottle is priced at €1.28.
Carrefour aims to better compete with
Mercadona
Dante Eau de Parfum. To compete with
Mercadona's cosmetic line, Carrefour has
launched Les Cosmetiques Design Paris eau
de cologne, priced at
Multifunctional body spray for home,
fabric, skin
Avon Naturals Scented Spritz range promises
instant freshness. It can be used to refresh
the body, rooms/the home and even linen,
and comes in a range of variants including
Mango Bay with "the juicy scent of mango."
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Unisex innovation is rising but brands can better reach diverse consumers

Unisex fragrances are above-average and growing in Europe, aligning with

the spotlight on inclusivity. In comparison, diversity-focused fragrance
innovation is lacking and lagging behind that seen in other BPC markets (eg
in skincare, haircare and cosmetics). Brands can aim to do more to reach
BAME* groups.

As a starting point, fragrance advertising can be more diversity-focused,

and opportunity also exists for more hair fragrances for textured hair.

Aiming to improve diversity in the category is The Fragrance Foundation, a

not-for-profit organisation dedicated to enhancing the image of the sector.

The foundation has recently launched a #FragranceForwardTFF initiative to

advance industry diversity, equity and inclusion – and shift the focus away
from a "historically Eurocentric industry."
Oribe Hair Care unisex trio: Côte d’Azur,
Desertland, Valley of Flowers

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Unisex fragrances are on the rise in Europe

Europe: share of unisex launches in fragrances, 2016-17 to 2020-21

30

24

21
20
18
% of launches

17
15

10

0
Oct 2016-Sep 2017 Oct 2017-Sep 2018 Oct 2018-Sep 2019 Oct 2019-Sep 2020 Oct 2020-Sep 2021

Source: Mintel GNPD, October 2016-September 2021 Read on mintel.com

Disruptive concepts/packs make fragrance customisation easier
Multi-chamber pack for easier
customisation
The Judith Leiber More is More! fragrance
(For Him and For Her sets) comprises a "one-
of-a-kind bottle" that stores three scents in
separate chambers that can be worn alone or
mixed to create up to seven bespoke scents.
Smart fragrance system, 100-in-1
fragrances
Ninu is a smart perfume paired with an AI-
guided app that allows users to create
bespoke scents. The physical bottle holds
three vegan complementing scent bases, and
a smart device can precisely tweak scents
based on users moods/preferences.
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Europe: natural and eco trends remain important

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Meet consumer interest in eco, natural and ethical fragrances

The ever-increasing spotlight on climate change (as government target

dates to reduce emissions draw nearer) and on safety (intensified by
IN THE UK COVID-19) continues to drive innovation in fragrances.

Indeed, eco and botanical claims are fastest-growing in the European

35%
fragrances category and appeal to consumer interest.

of adults who use/buy fragrances

research how ethical/eco fragrance
brands are

Base: UK: 1,359 internet users aged 16+ who use perfume, cologne or aftershave and typically buy the fragrance they use

Source: Kantar Profiles/Mintel, June 2021 Read on mintel.com

Fastest-growing claims focus on naturalness and eco friendliness

Europe: fragrances by fastest-growing claims, 2016-17 vs 2020-21

30 29

20
18
% of launches

16 Oct 2016-Sep 2017

15
14 Oct 2020-Sep 2021

11
10
8
6 6

0
Botanical Ethical-animal Sustainable Eco package Vegan

Source: Mintel GNPD, October 2016-September 2021 Read on mintel.com

Eco NPD still focuses on minimising packaging waste
Makeup-inspired, plastic-free board
compact
Made by Me Perfume Palette, inspired by
makeup, comprises assorted, solid and
concentrated perfume in handy recyclable
carton compact cases with a bioplastic
varnish – to reduce plastic use to almost
zero. Can be layered or worn alone.
Disruptive packs made from nuts and
recycled cans
Tåg Solid Perfume is housed in a case made
from Ecuadorian tagua nuts, while the cap is
made from recycled drink cans. The brand
also aligns with natural/ethical trends, using
pure essential oils, supporting indigenous
communities etc.
Chanel makes pack changes to minimise
waste
Chanel is undertaking a number of initiatives
to be more eco-friendly. It has developed
bio-based perfume caps for its
Les Eaux de Chanel series and developed
recycled glass bottles for its iconic Chanel
N°5.
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Eco NPD still focuses on minimising packaging waste

Refills emerge for brush-on formats
The Jo Loves Paintbrush Gel, first launched
in 2017, is now available in an on-trend more
eco-friendly refill format. The slimmer, silver
pen can be refilled with different scent
cartridges.
Engage with on-pack eco reminders
Look Labs' Cyber eau de parfum has a light-
up feature on-pack to remind users to
recycle responsibly. With a simple touch,
'recycle' and 'earth' symbols light up to
remind users to protect the environment and
dispose responsibly.
Uses wine-cork production off-cuts
Obvious uses recycled glass (30%) and
sustainable cork (cap) in its packaging. The
mono-material cork lid uses wine-cork
production off-cuts, also tapping into
upcycled trends. Cork has made more inroads
in BPC of late, notably in razors.

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Super-luxe fragrance upcycles Swarovski 'green' stock crystals

Bringing an eco dimension to a super-luxe fragrances market is a

collaboration between Swiss designer Kevin Germanier and Guerlain.

The resultant exclusive and very limited edition (11 handmade copies)
collectible Bee Bottle is made with Swarovski's 'green' stock of crystals (ie
"leftovers of colours that didnt work well").

Each bottle is priced at approximately $11,795 each.

Source: Luxus-Plus (image); YouTube/Guerlain Read on mintel.com

Upcycled and alcohol-free formulas tap into natural/gentler and eco trends

In terms of eco/natural NPD: while niche, alcohol-free fragrances are rising and appeal to people worried about skin
sensitivity; upcycled formulas can also expand.

Alcohol-free, clean and kinder to skin and Uses upcycled vanilla

hair
Recognising a 'clean beauty' gap in fragrances
is Brûmée, a "uniquely alcohol-free" brand for
those worried that mainstream alcohol-based
scent is chemical-heavy/drying/irritating on
skin. Alcohol is replaced with a mix of water
and oil.
Upcycled trends are niche but gaining
traction as more people seek out planet-
friendly products. Recognising this is Avon's
Far Away Beyond Parfum, made with 100%
upcycled Madagascan vanilla beans that
would otherwise be discarded.

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Spotlight on MEA

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MEA standout innovations

Standout innovations in the MEA region blur with other categories, come in alcohol-free or alternative skin-friendly
formats, and tap into layering/customisation trends.

Blurring with hand sanitiser
Adding value to hand sanitiser and blurring
with fragrances is Beautysta's
Pocket Perfume. It is made with 75% alcohol
and positioned as ideal for use as a body mist
and sanitising hand spray. Variants include
Malibu Beach, At Midnight etc.
Fragrance layering balm format set
Perfume Balm Stick Trio is part of the
Essence [Mini] on-the-go, "small, cute and
super practical" beauty/makeup range. It
also taps into layering trends since the three
scents can work alone or mixed/matched to
create a bespoke scent.
Gentle alcohol-free formula, roller ball
bottle
Gandour's Touch range of alcohol-free
Concentrated Perfume comes in a handy
bottle with a rollerball applicator to deliver
"a touch of scent" to skin. Variants include
Majestic Oud, Blue, Yellow, Green and Red
Editions.

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ASIA PACIFIC (APAC)

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APAC retail market overview: fragrances, 2021

China, a market where consumers have historically been unaccustomed to perfume, is now a high growth market to
watch – as the perception of/familiarity with fragrance shifts.

Base: size of each bubble represents the respective size of the market in value (US$ estimate 2021); CAGR is in local currency

Source: Mintel Market Sizes Read on mintel.com

APAC: engage with consumers in-store, in-home and especially online

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Engage with consumers in-store, in-home and especially online

Playful packs, disruptive collaborations, and customised and versatile

formulas continue to emerge as brands work hard to stand out – both in-
IN CHINA store and online.

Fragrances will have to be especially creative in order to better reach

70%
consumers online, the pandemic having further boosted the fortunes of
ecommerce. Indeed, in China, online is now the primary purchase channel
for fragrances.

of adults who have bought

fragrances have done so using
domestic comprehensive shopping
websites* (vs 52% buying in-stores)

Base: China: 2,182 internet users aged 18-49 who have bought fragrances in the last six months

Source: KuRunData/Mintel, March 2021 Read on mintel.com

Attention-grabbing innovations: category blurring, collaborations and playful packs
Assorted trial kit in playful Ferris wheel
pack
Scentooze, a creative Chinese perfume brand
for young women, is driving to encourage
trial, experimentation and gifting with the
launch of a playful Ferris wheel-inspired set
that holds eight vials of the brand’s
bestselling scents.
Australian beer brand moves into
fragrances
Australian beer brand Victoria Bitter has
launched Thirst, a men's fragrance for hard-
working Australians who want to socialise
and celebrate the end of a working day. In
keeping with the beer heritage, it uses VB
super pride hop extract.
Artistic series aims to reach
creative/trendy types
Chinese fragrance brand Boitown has
collaborated with French artist illustrator
and "tattoo apprentice" Léna Macka to reach
young creatives. The series includes eau de
parfum and an on-trend and on-the-go solid
Perfume Pencil Set.
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Customisation trends continue to inspire innovation

Customised fragrances are sought-after and continue

to inspire innovation.

Brands are developing all-in-one packs/sets that

conveniently store different fragrance variants –
making fragrance layering, scent creation and
experimentation easy and fun for consumers.

Brands are giving consumers more choice, developing

an array of concentrated formulas (to blend with
base scents) that allow consumers to create more
bespoke scents.

Also, brands are focusing on customising the

fragrance packaging (rather than the actual scent) –
turning packaging into a more unique and collectible
item.

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Innovations focus on customising the scent...
Layering Toppers enliven interest in iconic
scent
Celebrating the 40 year anniversary of The
Body Shop's iconic White Musk eau de toilette
is a White Musk Toppers eau de parfum series
(Radical, Lover and Free variants) to layer
with the iconic scent and create a bespoke
signature scent.
More than layering, a joyful scent
experience
Bulgari Allegra is all about creating a joyful
scent experience based around emotions. It
comprises five eau de parfum (in colourful
bottles), and five "magnifying essences" (in
all-white flacons) to combine with the
parfums or wear alone.
Handy compact for easy fragrance layering
Forsmell's Poisonous Apple eau de
parfum/"double layered ointment" with a
"mashed potato paste" texture comprises two
separate fragrances housed in a portable duo
compartment compact case for easy
layering.
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....and the packaging

Bringing customisation to fragrance

packaging, and positioning fragrance
akin to a curated wardrobe is
Les Eaux à la Mode – from Prada-
owned high fashion brand, Miu Miu.

The range comprises four different

bottled scents housed in
customisable cases featuring two
iconic Miu Miu prints with different
patterns (eg kittens, flowers).

Source: Miu Miu (image) Read on mintel.com

Versatile innovations blur with haircare, face masks and skincare

For both hair and body
The Silkygirl Fragrance Mist for Hair 'n' Body
series blurs with haircare and aims to leave
both the body and hair smelling fragrant.
Comes in Pure Bliss, Magic Dream and Love
Bloom options.
With collagen and vitamins C and E to care
for skin
Bringing added value and multiple benefits to
fragrances is the Chamé Perfume Body Mist
range (in Daisy Dream and Sparkling Kiss
variants). It contains collagen and vitamins C
and E to care for skin as it fragrances.
Fragrance releasing patch for face masks
Skincare brand Hanna Glow has diversified
and factored in the ongoing pandemic and
mask-wearing habits. Its Aroma Patch for
face masks releases a eucalyptus or
peppermint aroma (for up to eight hours) to
make mask-wearing more pleasant.

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APAC: natural demands and expectations hold strong

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Naturalness above all

Naturalness is increasingly important to fragrance buyers, notably in China,

driving some brands to more boldly promote the use of natural ingredients,
including plant-based alcohol. IN CHINA
A gap exists for more transparency around the ingredients used in the
perfume-making industry, and for brands to tap into 'clean beauty' trends
as a way to convey safety. Accreditation from respected bodies (eg
Environmental Working Group) can help in this regard. EWG may be a US
non-profit organisation, but it is well regarded in Asian BPC markets, and is
66%
making greater inroads in the region, notably in skincare. For now, only of fragrance buyers think that the
use of natural ingredients is
Michelle Pfeiffer's Henry Rose fragrance, launched in 2019, features the
important when choosing scent
EWG verified mark.
(moreso than scent
notes/durability)
A gap also exists for natural formulas to align with eco trends. Climate
change concerns are intensifying but in APAC,
few fragrances highlight eco-friendly claims.

Base: China: 2,182 internet users aged 18-49 who have bought fragrances in the last six months

Source: KuRunData/Mintel, March 2021 Read on mintel.com

Botanical NPD dominates and is rising; other natural/'free from' claims are limited

Fragrances are increasingly flagging the use of botanical ingredients – use for their scent and to denote
naturalness/safety. Other natural and 'free from' claims are niche.

APAC: fragrances launches by select natural and free from claims, 2016-17 vs 2020-21
30

21
20
% of launches

Oct 2016-Sep 2017

Oct 2020-Sep 2021
10
10

5 5

2 2 2
1 1 1
0
Botanical Ethical-toxins free Alcohol-free Organic No
additives/
preservatives

Source: Mintel GNPD, October 2016-September 2021 Read on mintel.com

Plant-based alcohol claims denote skin friendliness

Innovations are promoting the use of plant-based alcohol in an effort to convey skin-friendliness and suitability for
sensitive skin.

Plant-derived ethanol for sensitive skin Plant-based alcohol

Osaji, a Japanese cosmetics brand for
sensitive skin, has expanded into fragrances
with its tree- and flower-inspired
Eau de Toilette range, promoting the use of
plant-based ethanol and essential oils, and
suitability for sensitive skin.
Atelier Rebul's
'Japan Exclusive' Eau de Cologne is marketed
as using plant-based alcohol. It also has an
artisan feel – the bottles feature handcrafted
wooden caps and are presented in minimalist
board cartons.

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Natural fragrances align with eco trends
Eco, vegan, 90% natural, for younger
generation
Rochas Girl eau de toilette targets a "new
generation" of conscious young women who
are attentive to their and the planet's
wellbeing – hence why it is vegan, uses 90%
natural ingredients, and comes in a bottle
that uses 40% recycled glass.
Solid format, alcohol-free, metal case
Rumah Atsiri, a wellness and natural
essential oils company, has launched
Solid Perfume that blurs with skincare and
taps into natural and eco trends. It is
alcohol-free, natural-based, hydrates skin
and comes in a plastic-free metal case.
Pure and refillable format
Barrio's No Man's Land in Kashmir eau de
parfum taps into natural and eco trends. It
uses a 'natural and pure' fragrance (15%
perfume) and comes in portable and durable
10ml glass tubes wrapped in leather that can
be reused/refilled.
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THE AMERICAS

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Americas retail market overview: fragrances, 2021

In Latin America, high engagement with scent bodes well for the market. In contrast, the market is contracting in the
US as people trade down or rely on scented personal care.

Base: size of each bubble represents the respective size of the market in value (US$ estimate 2021); CAGR is in local currency

Source: Mintel Market Sizes Read on mintel.com

Americas: brands use a range of tactics to engage consumers

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Many tactics are used to drive fragrance usage/purchase

Over the past 12 months, fragrances launches have tried to grab people's
attention in an array of ways.
IN THE US Tried and tested, and still driving innovation, are collaborative fragrances
developed with or inspired by non-fragrance categories, artists, influencers

42%+
etc.

Emotive fragrances also remains prevalent and appeal to consumers who

care more about how a fragrance makes them feel (rather than just how it
of fragrance users agree that it’s smells or is received by others). Moreover, brands that focus on the
most important that personal emotive merits of scent will help drive usage even when
fragrances/scented products consumers are at-home (eg working from home) and not socialising.
make them feel attractive, happy o
r confident Innovations are also starting to emerge that factor in changing buying
behaviours – specifically, brands are appealing to online buyers and helping
people try/test fragrances at-home (for convenience and to allay any
hygiene concerns around in-store testers).

Base: US: 1,710 internet users aged 18+ who use any fragrance and/or scented personal care products

Source: Kantar Profiles/Mintel, August 2020 Read on mintel.com

Emotive innovations bring comfort, escapism or sensorial application
Brush-on tube, pleasurable feeling on
application
Tubed fragrances with sensorial brush-on
applicators,
first appearing in Europe/North America in 2
017
are expanding. Now in Brazil, O Boticário's
brush-on version of Lily Absolu aims to make
scent application more pleasurable and
precise.
Source: GKPB (image)
Brings comfort to grieving mother
After a social media appeal, O Boticário
recreated exclusive units of an offline
perfume from 1984, Annete, in order to bring
comfort to a mother who lost her son to
COVID-19. The scent was her son's favourite.
Escapist mood-lifting trio of fragrance oils
Summer Fridays The Trio Perfume Oil (Wave,
Soft Vanilla and Crisp Citrus) promises to lift
users' mood and "transport users to a tropical
escape," "recall the delights of a French
patisserie" or "feel like sipping an icy
limoncello."
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Disruptive collaborations, category blurring and storytelling approaches
Exclusive 'drop' positioning
Travx Space Rage was created after a team-
up between Byredo and Cactus Jack (rapper
Travis Scott's label). To convey exclusivity, it
was distributed as a 'drop' – inspired by
distribution models in the streetwear
category.
Source: Ford Authority (image)
Sol de Janeiro's first artist collaboration
Sol de Janeiro has collaborated with an artist
for the first time, with Anitta (a Brazilian
celebrity/'megastar'), to launch a refreshing
vegan Perfume Mist. It is set to especially
appeal to younger consumers.
Nostalgic 'hint of petrol' as electric cars
boom
Ford's Mach-Eau (developed to promote its
all-electric Mustang Mach-E GT car) targets
drivers who will miss the smell of petrol as
they transition to EV*. It fuses smoky
accords, aspects of rubber and an
'animal'/Mustang heritage element.
Read on mintel.com
Disruptive collaborations, category blurring and storytelling approaches
Truly's first scent blurs with its body butter
Skincare brand Truly's first signature scent
pays homage to its cult favourite Unicorn
Fruit Body Butter. The
Unicorn Fruit Eau De Parfum brings out "the
irresistible aroma" of the body butter in a
more concentrated personal scent.
Blurring between fragrance/household
continues
Fragrance brands continue to blur with air
care, factoring in that since COVID-19 people
who are spending more time at home want
their homes to be an oasis of calm. An
example is O Boticário's Aroma & Terapia
wellbeing for skin and homes.
Read on mintel.com
Help people trial-before-buy in the comfort of their own homes

The Snif try-before-you-buy genderless fragrance (and candle) kits allow

people to try out/experiment with fragrance, before committing to a
purchase – all in the comfort of their own homes.

Moreover, such kits can appeal to consumers who are hesitant to test
fragrances in-stores given on-going hygiene concerns linked to COVID-19.

The sets hold three tester scents and their full-size counterparts.

Customers are only charged for the scents they keep and all others must be
sent back after the seven-day trial period.

Read on mintel.com
Americas: continue to convey 'safety' and eco-friendliness

Read on mintel.com
Willingness to try 'clean' and sustainable fragrances is high

Few people are worried that the ingredients in fragrances are bad for
health. But, that does not mean that people are disengaged with more
IN THE US natural formulas.

Indeed, the spotlight on 'clean beauty' seen across broader BPC markets,

64%+
and a more discerning consumer (who tends to research the ingredients
used in fragrances) bodes well the natural/'clean' fragrances segment.

Moreover, there is a notable willingness among fragrance users to buy more

of fragrance users are interested in natural or 'clean' fragrances, with these perceived as 'safer'.
trying fragrance made with
sustainable ingredients (64%) or 'cle The interest in trying fragrances with more sustainable ingredients is also
an' formulas (73%) high, driving natural innovations to also highlight sustainable claims.

Base: US: 1,710 internet users aged 18+ who use any fragrance and/or scented personal care products

Source: Kantar Profiles/Mintel, August 2020 Read on mintel.com

Top five fastest-growing claims focus on the natural, ethical and eco – aligning with
'clean beauty' trends

Latin America: fragrances launches by the top North America: fragrances launches by the top
five fastest-growing claims, 2016-17 vs 2020-21 five fastest-growing claims, 2016-17 vs 2020-21
30 40
33
20 21 30 26
20
12 Oct 2016-Sep 2017 20 17
Oct 2016-Sep 2017
% of launches

% of launches
11 10 14
9 13 13
10 Oct 2020-Sep 2021 11 Oct 2020-Sep 2021
5 10 5
3 3
0 0 0
0 0
a l al an r it
y ic l al ge an g
ic m g an ca in
n ni Ve
a
rg ni im ka g cl
ta l-a ch t a a n c Ve y
Bo a al
- O Bo l- p a ec
ic ic ca R
h h hi co
Et Et E t E

Source: Mintel GNPD, October 2016-September 2021, Latin America and North America Read on mintel.com
Natural/eco innovations focus on the ingredients
Tapping into natural and eco trends are innovations that promote the organic, 'clean', non-toxic, upcycled and
alcohol-free formulas.
Eco alcohol from sugarcane bagasse
From 2021, O Boticário is to use an eco
alcohol from sugarcane bagasse in its
fragrances to help the brand achieve its
sustainability goals. It has also launched OUi,
created in France and paying tribute to high
end French perfumery.
Eco range with upcycled ingredients
The Cyzone Pure eau de parfum range
(Bloom, Breeze and Vibes variants) uses 95%
natural origin ingredients including upcycled
ingredients (eg peels, fruits and vegetables).
The eco pack uses sugarcane and 20%
recycled glass.
Alcohol-free, oil-based, skin-friendly
Touting a skin-friendly, alcohol-free free
formula is Nest Fragrances' Perfume Oils
(Turkish Rose, Seville Orange, South Pacific
Sandalwood, Madagascar Vanilla, Indian
Jasmine) that use a single hero note and
nourishing on-trend baobab oil.
Read on mintel.com
Natural/eco innovations focus on the ingredients

Clean beauty fragrances brand Non-toxic, clean claims

Skylar's Eau de Parfum fine fragrances use
'safe' synthetics and nature-inspired scents –
and are marketed as hypoallergenic, safe for
sensitive skin, eco and free from 36
fragrance allergens and 1,300 other
questionable ingredients etc.
Pirette eau de parfum uses alcohol derived
from organic sugar cane and is marketed as
vegan, non-toxic, clean and free from
(animal testing, phthalates, parabens,
colour, additives of any kind etc.

Read on mintel.com
Promote the re-purposing merits of fragrance packaging

A collaboration between Jeff

Leatham (celebrity floral designer)
and Kim Kardashian promotes the
re-purposing merits of perfume
bottles – not necessarily to mimimise
waste but for aesthetic reasons.

The genderless scent trio comes in a

decorative clay-inspired bottle that
doubles up as a vase.

A single flower can be placed in the

top part of the bottle; and the
designer also urges buyers to keep
the bottle as a collectible item once
KKW Fragrance x Jeff Leatham: Jasmine
the fragrance is used up. Air, Desert Rose, Night Iris

Source: Instagram/KKW (image) Read on mintel.com

Meet the Expert

Rosalia Di Gesu
Global Beauty & Personal Care Analyst
rdigesu@mintel.com

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