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Regional trends Scent of a region An analysis of what consumers in different markets around the world are looking for in their fragrances by Alissa Demorest Insight: Fragrance creation egional tastes are impacting the fne Rfragrance market more than ever before, but what impact is globalization having on regional tastes? Views differ. Some players argue that regional specifcities are dwindling as a result of consumers having wider access to fragrances created for a global audience. However, Mane president Michael Mane comments: “Ideas generated from different cultures and the traditions of emerging countries travel fast and so can fragrance formulas. It’s interesting to note the growing reciprocity in terms of how freshness and sensuality, for instance, can be infused and shared between markets.” “Our challenge today is to be able to create global notes, but also integrate regional and even national tastes,” remarks Givaudan head of regional marketing Europe Fanny Guillaumat. The good news is that there is much untapped potential for fne fragrance in developing credit: istock markets where fragrance is still mainly delivered through personal-care products. Middle East: mixing east and west Brazil: mining local ingredients The fragrance culture in the Middle East is based on heavy, longer- Brazil’s fragrance market is now the world’s biggest, but mass scents wearing woody notes, such as oud and agar wood, as well as rose, still account for the lion’s share of the market. Fragrance is mainly amber, sandalwood and musk. Yet, growth of western fragrance through body spray and splash, as well as lotions and haircare. brands in the region has created a trend for Arabic fragrances mixed “Brazilian fragrance habits are the extension of consumers’ personal- with a touch of French perfumery. “Traditional notes in Western care regime and applying scent is a way of fnishing off the routine,” perfumery perform well in the Middle East, so we see a potential for notes Givaudan’s Guillaumat. Middle Eastern fragrance tastes to become more Westernized,” explains Fragrance notes popular in the country are generally fresh and Givaudan’s Guillaumat. As Mane perfumer Serge Majoullier comments: straightforward—lavender and citrus, for example. The hot, humid “Tastes and trends evolve; people’s choices will always be marked by climate also favors foral aldehydes and fruity fresh scents. More local preferences and habits, but they will also follow European and brands are turning to the wealth of local ingredients, says Cosmo American trends. Little by little consumers will appropriate international International Fragrances marketing research manager Katie Bell: fragrances.” But while consumers in the region want international “We’re seeing brands tap into locally sourced plants for their brands, they also want their fragrances to refect traditional scents. fragrances.” However, as Brazilian consumers travel and buy more Middle Eastern consumers are at the origin of the fragrance blending abroad, tastes are evolving to include more sensual blends, like and layering trend, which is beginning to take hold among consumers in Western markets. orientals, gourmands and dry woody notes, says Bell. n n n September-October 2014 - N°19 - BW Confidential 35