Category
Fashion
Scaled Restraint
Trend cluster
Category
Scent
Subtlety
Fragrance products take on a more nuanced, subtle form.
4.3
Trend score
Trend
What is the Scent Subtlety trend?
Scent Subtlety: Diverting from intense, concentrated fragrances, musk-based, more subtle takes on perfume are entering the market. Marketed as being a means to bring out consumers' natural scent as opposed to replacing or covering it, this approach is being perceived as a more modern take on scent that appeals to those who may not typically be drawn to beauty and fragrance products. This change is telling, in that it highlights the ways in which divergence can be adopted to bring in consumers who may have been previously alienated by a product category.
Trend themes
Themes within the Scent Subtlety trend
Three behaviours holding the trend together01
Natural and Soothing Scents
Fragrance products are making use of natural scents and promoting relaxing properties to appeal to consumers who may not have been previously interested in traditional perfume.
02
Dual-Branded Fragrances
Collaborative fragrances between fashion and beauty brands have been successful in attracting consumers, hinting at future opportunities in further expanding alliances between different industries.
03
Customizable and Online-Only Fragrances
Technology is used to personalize fragrances beyond the conventional perfume-making process, potentially disrupting the traditional fragrance industry by offering more tailor-made options for consumers.
Industry implications
What the Scent Subtlety trend means for industry
Where the trend changes the playbookFor
Beauty
The fragrance industry will benefit from more inclusive and holistic product offerings that cater to a wider range of consumer needs.
For
Fashion
Fashion brands can expand their product offerings to include fragrances that speak to their brand identity and foster new collaborations with beauty brands.
For
E-commerce
Online platforms can use technology to create personalized and customizable fragrances, appealing to consumers with different tastes and preferences.
Workshop question
What's a demographic you're currently struggling to reach through your offering? How could you reposition to better appeal to that group?
Trend signals
Trend signals for Scent Subtlety
Trend score 4.3 out of 10, from popularity 76%, activity 44%, freshness 8%.
Popularity76%
Activity44%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Scent Subtlety trend
5 featured examples from Jun 22, 2017 to Mar 2, 2018CategoryFashion
Wrestler-Inspired Fragrances
J-Scent's Unique Perfume Smells of Hair Oil Used by Sumo Wrestlers
The fragrance industry can capitalize on the trend towards novelty and cultural-inspired fragrances to create new and unique products that appeal to niche markets.
CategoryFashion
Dual-Branded Fragrance Announcements
'Elevator Music' Was Made in Collaboration with Off-White
Fashion industry can explore collaborations with perfume brands to release co-branded fragrance lines.
CategoryFashion
Musky Millennial-Targeted Fragrances
'Glossier You' is the Cult Beauty Brand's First Fragrance
Disruptive innovation opportunity for beauty brands to tap into the growing demand for unique and personalized fragrances.
CategoryMarketing
Soothing Perfume Oils
H&M Beauty Offers an Eco-Conscious, Portable Fragrance
The personal care industry can develop natural and organic fragrance products that are eco-certified and offer aromatherapy benefits like the H&M Conscious perfume oil.
CategoryArt & Design
Customizable Online-Only Fragrances
Sillages Paris Targets Millennials with Simple, Custom Scents
The beauty industry can leverage technology to offer customizable fragrances that appeal to a younger demographic and differentiate themselves in an increasingly competitive marke…
