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Consumers Insight: Fragrance Scent appeal How fragrance brands can attract more consumers by Alvira Khan-Gordon nit sales continue to fall in fragrance, Umeaning consumers aren’t fnding what they are looking for and that the category doesn’t attract them like it used to. What should the industry be focusing on to bring them back to fragrance? The strong growth of niche and high-end fragrances shows that there is a consumer who is looking for a quality product. Also testament to the quest for better quality is an increase in sales for EdPs in some markets, while the EdT format has been in decline. “Over the years there credit: istock have been so many offers, but at the end of the day they all smell a bit the same and convey the says bespoke fragrance service Unique ceo better-quality fragrances, consumers are also same message. But there is a certain category business development Matti Niebelschütz. extremely price sensitive and many think that of woman who is searching to buy exceptional Retailers are looking to tap into this trend. perfume today is just too expensive. This is one juice,” says fragrance industry expert Chantal Sephora for example, offers in-store bottle reason for the rise of low-cost retailers in Europe, Roos. In addition, consumers are willing to pay engraving services and personalized gift- such as Equivalenza, which sells copy-cat scents more for these fragrances. wrapping options through the Gift Factory. of major fragrances at a low price. This trend towards quality has seen some Price sensitivity also helps to explain increased consumers look to fnd out more about the demand for smaller sizes. However, this trend is ingredients rather than seek out a specifc brand. not just down to price. Increasingly, consumers As a result of this, Italy’s Desirée perfumery, for “ want to experiment and sample more with example, has merchandised its perfume concept Customization has reached fragrances—similar to what they can do in around fragrance families rather than by brand. the core product. This other sectors such as music, where they can “We created the concept of the store to help sample songs online before committing to buy customers fnally understand perfumes and allows consumers to create an album. make them realize they have always been in fragrances that perfectly love with iris and not only with Chanel N°19,” match their preferences Changes in retail explains Alberto Anselmi, of Desirée’s marketing Aside from the product, consumers want their and communications department. fragrance retail spaces to change. Sampling has ” to be improved, information has to be cross- Getting personal Unique ceo business development brand and of a comparable quality to that which In line with demand for better quality is the quest Matti Niebelschütz consumers can fnd online. Retailers are looking for more individual scents and more personalized to host events where there is more interaction brands. Several brands have emerged offering with consumers, less focus on pushing a scent a way for consumers to create their own Efforts such as these may help re-establish and more on talking about fragrance itself. One scents. US-based Commodity for example, fragrance as a gift option. Analysts say that industry observer says that retailers must remove markets what it calls Scent Cocktails that allow encouraging consumers to go back to buying the hard sell from retail. “Consumers would like consumers to mix and match scents to create fragrance as a gift is one of the industry’s more freedom to make informed selections, but unique perfumes. “Today, customization has main challenges and that it is losing volume in they would also enjoy a personalized experience: reached the core product. This allows consumers what were once strong selling periods such as being guided by a genuinely knowledgeable to create fragrances that perfectly match their Christmas, Valentine’s Day and Mother’s Day. sales assistant who knows their stock and can preferences and that are also one-of-a-kind,” However, while there may be a demand for offer intelligent advice,” he concludes. n 50 November-December 2015 - N°24 - BW Confidential