Category
Fashion
Scaled Restraint
3.4
Trend score
Trend
What is the Purpose Perfume trend?
Purpose Perfume: Taking notes from other industries that do that same, perfume brands are increasingly supporting causes that are important to consumers. These include everything from environment-supporting donations to perfumes that are inspired by and donated to essential workers.
Insight
The consumer insight behind the Purpose Perfume trend
In industries where the number of choices available to consumers can be overwhelming, there are some key factors that play into how consumers make purchase decisions. One of those is purpose--what causes brands and their products support. This is a result of people increasingly focusing on how their lifestyles and purchases play into the bigger picture of environmental protection and supporting individuals and communities.
Trend themes
Themes within the Purpose Perfume trend
Three behaviours holding the trend together01
Cause-supporting fragrances
Perfume brands are increasingly supporting causes that are important to consumers.
02
Niche luxury fragrances
Consumers are looking for premium, potent scents that can be curated based on their mood.
03
Environmentally inspired scents
Fragrance collections are offering environmentally inspired aromas to connect with the natural world.
Industry implications
What the Purpose Perfume trend means for industry
Where the trend changes the playbookFor
Beauty
Fragmented industry that demands innovation and sustainable practices.
For
Non-profit
Cause-supporting fragrances open a new revenue stream that can be donated to non-profit organizations.
For
Luxury goods
Niche luxury fragrances are expected by consumers who seek exclusivity and personalization.
Workshop question
How is your brand prioritizing purpose in its product/service?
Trend signals
Trend signals for Purpose Perfume
Trend score 3.4 out of 10, from popularity 51%, activity 42%, freshness 10%.
Popularity51%
Activity42%
Freshness10%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Purpose Perfume trend
4 featured examples from Oct 18, 2019 to Jun 18, 2021CategoryMarketing
Environmentally Scented Fragrance Collections
The Aesop Othertopias Collection Has Three Scents
The development of environmentally inspired and transportive scents can disrupt the fragrance industry by offering unique and sustainable fragrances to consumers.
CategoryEco
Wild-Harvested Gender-Neutral Scents
Juniper Ridge Launched the Wilderness Colognes for Any Gender
Opportunity for the green beauty industry to embrace sustainable sourcing practices and create eco-friendly perfumes.
CategoryFashion
Essential Worker Fragrances
HERO is an Eau de Cologne That Pays Tribute to the Front Lines
The fragrance industry can explore innovative ways to develop scents that pay tribute to specific groups such as essential workers.
CategoryFashion
Eco-Friendly Niche Luxury Fragrances
Experimental Perfume Club Debuted a New Line of Fragrances
Perfumeries can disrupt the fragrance market by offering personalized scent blending services and premium, eco-friendly niche fragrances.
