# Purpose Perfume Perfume brands support causes with their products. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jun 17, 2020 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/purpose-perfume ## Key Figures - Trend score: 3.4/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Oct 18, 2019 to Jun 18, 2021 - Published: Jun 17, 2020 - Patterns: [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Themes within the Purpose Perfume trend ### Cause-supporting fragrances Perfume brands are increasingly supporting causes that are important to consumers. ### Niche luxury fragrances Consumers are looking for premium, potent scents that can be curated based on their mood. ### Environmentally inspired scents Fragrance collections are offering environmentally inspired aromas to connect with the natural world. ## What the Purpose Perfume trend means for industry ### For 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 for Purpose Perfume Trend score 3.4 out of 10, from popularity 51%, activity 42%, freshness 10%. - Popularity: 51% - Activity: 42% - Freshness: 10% ## Examples of the Purpose Perfume trend 4 featured examples from Oct 18, 2019 to Jun 18, 2021. - [Environmentally Scented Fragrance Collections](https://www.trendhunter.com/trends/aesop-othertopias-collection): The Aesop Othertopias Collection Has Three Scents (Category: Marketing) Implication: The development of environmentally inspired and transportive scents can disrupt the fragrance industry by offering unique and sustainable fragrances to consumers. - [Wild-Harvested Gender-Neutral Scents](https://www.trendhunter.com/trends/wilderness-colognes): Juniper Ridge Launched the Wilderness Colognes for Any Gender (Category: Eco) Implication: Opportunity for the green beauty industry to embrace sustainable sourcing practices and create eco-friendly perfumes. - [Essential Worker Fragrances](https://www.trendhunter.com/trends/hero-eau-de-cologne): HERO is an Eau de Cologne That Pays Tribute to the Front Lines (Category: Fashion) Implication: The fragrance industry can explore innovative ways to develop scents that pay tribute to specific groups such as essential workers. - [Eco-Friendly Niche Luxury Fragrances](https://www.trendhunter.com/trends/experimental-perfume-club-1): Experimental Perfume Club Debuted a New Line of Fragrances (Category: Fashion) Implication: Perfumeries can disrupt the fragrance market by offering personalized scent blending services and premium, eco-friendly niche fragrances. ## Recent trend clusters - [Scaled Restraint](https://www.trendhunter.com/protrends/small-luxury-watches) (Fashion) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) - [Athletic Styling](https://www.trendhunter.com/protrends/athletic-styling) (Fashion) ## Trending in Fashion - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) - [Fruit-Inspired Digital Watches](https://www.trendhunter.com/trends/themed-wristwatches) - [Deluxe Beauty Advent Calendars](https://www.trendhunter.com/trends/classic-and-prestige) - [Modular Winter Wardrobes](https://www.trendhunter.com/trends/moose-knuckles-fallwinter-2026) All articles: [Fashion](https://www.trendhunter.com/fashion)