Perfumes in non-traditional formats engage the imagination of consumers
Implications - Perfumes are being repackaged in convenient and intriguing ways to generate more excitement among younger consumers who generally prefer to purchase beauty products they can show off in a selfie. Without needing to be sprayed, scents can be played and experimented with a lot more, offering the wearer more control and creativity over how aromas are placed onto their body. By offering unexpected packaging that engages consumers in new ways, perfume brands are reigniting the imagination of consumers, making the category more accessible and intriguing for newbies.
Workshop Question - How can you spark the imagination of your consumers through small re-positioning efforts?
Trend Themes
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Non-traditional Packaging — Perfume brands are repackaging their fragrances to generate more excitement among younger consumers, who prefer to purchase beauty products they can show off in a selfie.
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Convenient and On-the-go Formats — Consumers are gravitating towards portable perfume formats, such as wipes, brush-on applicators, and cushioned perfume gels, for on-the-go use.
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Natural and Eco-conscious Ingredients — Consumers seeking natural fragrance options are turning to perfume oils composed of organic, natural extracts and essential oils.
Industry Implications
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Beauty and Personal Care — The beauty and personal care industry can explore innovative, non-traditional packaging and travel-friendly formats to optimize consumer experience.
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Fragrance and Perfume — The fragrance and perfume industry can incorporate eco-conscious and natural ingredients to cater to consumers seeking non-chemical alternatives.
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Travel and Tourism — The travel and tourism industry can offer practical on-the-go perfume options, such as portable wipes and brush-on applicators, to enhance overall customer experience.
