# Scent Subtlety Fragrance products take on a more nuanced, subtle form. By [Courtney Scharf](https://www.trendhunter.com/Courtney), Chief Client Officer | Published Apr 5, 2018 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/scent-subtlety ## Key Figures - Trend score: 4.3/10 - Evidence articles: 5 ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Jun 22, 2017 to Mar 2, 2018 - Published: Apr 5, 2018 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Themes within the Scent Subtlety trend ### 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. ### 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. ### 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. ## What the Scent Subtlety trend means for industry ### For 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 for Scent Subtlety Trend score 4.3 out of 10, from popularity 76%, activity 44%, freshness 8%. - Popularity: 76% - Activity: 44% - Freshness: 8% ## Examples of the Scent Subtlety trend 5 featured examples from Jun 22, 2017 to Mar 2, 2018. - [Wrestler-Inspired Fragrances](https://www.trendhunter.com/trends/unique-perfume): J-Scent's Unique Perfume Smells of Hair Oil Used by Sumo Wrestlers (Category: Fashion) Implication: 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. - [Dual-Branded Fragrance Announcements](https://www.trendhunter.com/trends/elevator-music): 'Elevator Music' Was Made in Collaboration with Off-White (Category: Fashion) Implication: Fashion industry can explore collaborations with perfume brands to release co-branded fragrance lines. - [Musky Millennial-Targeted Fragrances](https://www.trendhunter.com/trends/glossier-you): 'Glossier You' is the Cult Beauty Brand's First Fragrance (Category: Fashion) Implication: Disruptive innovation opportunity for beauty brands to tap into the growing demand for unique and personalized fragrances. - [Soothing Perfume Oils](https://www.trendhunter.com/trends/perfume-oil): H&M Beauty Offers an Eco-Conscious, Portable Fragrance (Category: Marketing) Implication: 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. - [Customizable Online-Only Fragrances](https://www.trendhunter.com/trends/sillages-paris): Sillages Paris Targets Millennials with Simple, Custom Scents (Category: Art & Design) Implication: The beauty industry can leverage technology to offer customizable fragrances that appeal to a younger demographic and differentiate themselves in an increasingly competitive marke… ## 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)