Fragrance trends in 2010
This article was originally published in The Rose Sheet
Executive Summary
In its latest "1trend report," Fragrance Foundation cites Givaudan's iPerfumer application for Apple's iPhone as example of emerging technology in the fragrance sector. The application, which can be downloaded for free, is billed as "a personal fragrance consultant in your pocket" that can help consumers pick out scents for themselves or loved ones. Fragrance Foundation notes that innovative technologies can help make perfume relevant to teens and tweens. Givaudan Marketing Director Maurizio Volpi said in a June release that "research shows that young people particularly are not becoming fragrance buyers, but they love technology" (2"The Rose Sheet" June 5, 2010). According to the trend forecast, classic scents will continue to resonate with consumers, and industry stakeholders should "be on the lookout for more emphasis placed on the creation/craftsmanship as focus turns to the perfumer/creator," the group says. At the same time, celebrity scents "won't die," with momentum building around reality series celebrities, and brands themselves are "the new celebrities," the Fragrance Foundation suggests, as they increasingly connect with consumers via online social media