Fragrance products take on a more nuanced, subtle form
Implications - 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.
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?