Category
Lifestyle
Festive Fusions
Trend cluster
Category
Paired
Fragrance
Fragrance brands offer complimentary product pairings for their fragrances.
4.3
Trend score
Trend
What is the Paired Fragrance trend?
Paired Fragrance: Fragrance brands are partnering with brands in other spaces to offer bundled products that complement each other. By pairing fragrances with functional products, the consumer experience is elevated by activating more senses, such as through pairing scents with alcohol or with sodas.
Insight
The consumer insight behind the Paired Fragrance trend
Consumers in the fragrance space prioritize high-quality products and unique experiences that bring a sense of luxury. Many of these customers turn to fragrances as a means of relaxation and self-care, as scented wellness products often have measurable positive effects. However, fragrance products are less common when extending beyond the wellness space.
Trend themes
Themes within the Paired Fragrance trend
Three behaviours holding the trend together01
Sensory Pairing
Fragrance brands are partnering with other product companies to bundle their fragrances with complementary products, elevating the consumer experience by activating multiple senses.
02
Convenient On-the-go Kits
Fragrance companies are offering smaller, grab-and-go kits that feature their products for consumers who want to enjoy their fragrances while traveling.
03
Celebrity-backed Eco-friendly Products
Celebrities are collaborating with eco-friendly brands to create collections that offer sustainable, beautiful and effective products for the home, encouraging consumers to embark on their own sustainability journeys.
Industry implications
What the Paired Fragrance trend means for industry
Where the trend changes the playbookFor
Fragrance
Fragrance brands are increasingly partnering with other product companies to elevate the consumer experience by offering complementary products.
For
Home & Housewares
Celebrities are teaming with eco-friendly home and housewares brands to introduce sustainability-focused collections that prioritize healthy, beautiful and effective product design.
For
Drinks & Spirits
Candle companies and drinks brands are teaming up to offer pairing experiences that enhance moods, illuminate neural pathways, and ensure a harmonious scent and taste experience for consumers.
Workshop question
How could your brand reach a wider consumer market through collaboration?
Trend signals
Trend signals for Paired Fragrance
Trend score 4.3 out of 10, from popularity 61%, activity 48%, freshness 21%.
Popularity61%
Activity48%
Freshness21%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Paired Fragrance trend
5 featured examples from Dec 15, 2021 to Feb 14, 2024CategoryLifestyle
Candle-Paired Drink Collections
The New Emotional Illuminations Collection Pairs Scents and Tastes
Beverage companies can collaborate with other industries such as candle companies to create unique and enjoyable drink experiences that appeal to a wider market.
CategoryFashion
Luxury Fragrance Duo Kits
MOODEAUX's Worthy Skinscent Grab-then-Go Duo is Citrusy and Playful
Developing fragrance products that cater to on-the-go lifestyles and offer multi-functional benefits has the potential to disrupt the cosmetics industry.
CategoryArt & Design
Celebrity-Backed Home Collections
Drew Barrymore Launches a Collaboration with Grove Collaborative
The home and lifestyle industry can produce eco-friendly and celebrity-endorsed products to increase sales while also promoting sustainability.
CategoryFashion
Zen-Inspired Fragrance Pairings
MIZU Promotes Its Natural and Handcrafted Perfumes
The perfume industry has an opportunity to explore the use of natural and sustainably sourced ingredients to create fragrances with an emotional connection.
CategoryLifestyle
Perfume-Paired Whiskies
SMWS is Igniting the Senses with Perfume and Whisky
Fragrance companies could partner with alcohol companies to offer scent pairings that enhance drinking experiences.
