# Personality-Inspired Fragrances Target is Launching the Exclusive Fragrance Brand 'Good Chemistry' By Laura McQuarrie | Published 2018-01-18 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/good-chemistry References: [refinery29](http://www.refinery29.com/2018/01/188264/target-good-chemistry-perfume-launch) & [corporate.target](https://corporate.target.com/article/2018/01/good-chemistry) Target will soon be launching its first-ever exclusive fragrance brand, 'Good Chemistry,' with scents that are grouped into categories to appeal to [four distinct personality types](https://www.trendhunter.com/trends/me-by-snif). The fragrances are grouped into broad categories like Confident and Charming, Good and Grounded, Vibrant and Playful and Cool and Collected, with the scents available offered in perfume, [body spray and rollerball formats](https://www.trendhunter.com/trends/collectable-body-mist). While 'Brainiac' is described as "clean and practical with a bit of wit," others like Wild Child are totued to have scents that captures the essence of a spirit that's "mischievous and bright." In addition to the many [floral feminine scents](https://www.trendhunter.com/trends/vibe-perfume) Blue Belle and Water Lily, Target's Good Chemistry also includes grounding, earthy fragrances like Silver Coast and Rustic Woods. In partnership with Illume, the fragrance products are vegan, paraben-free elixir and made with aromatic essential oils. ## Trend Insights (Trend Hunter) - Score: 5.4/10 - Popularity: 66% | Activity: 89% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Key Themes Behind This Trend - **Personality-inspired Fragrances:** This trend showcases the opportunity to personalize fragrances based on individual personality types. - **Category-based Fragrance Grouping:** This trend highlights the chance to categorize fragrances into distinct personality types, allowing customers to easily find scents that align with their preferences. - **Vegan and Paraben-free Fragrance Products:** This trend presents the opportunity to cater to the increasing demand for vegan and paraben-free fragrance options. ### Where This Applies - **Retail:** The retail industry can seize the disruptive innovation opportunity by creating their own exclusive fragrance brands that cater to individual personality types. - **Beauty:** The beauty industry can capitalize on this trend by developing personality-inspired fragrance lines and promoting the importance of scent individuality. - **Wellness:** The wellness industry can explore the opportunity to incorporate personality-inspired fragrances into self-care and relaxation practices, enhancing the overall sensory experience. ## Related on Trend Hunter - [Sensorial Fragrance Collections](https://www.trendhunter.com/trends/finery-fragrances.md) - [Affordable Retailer-Exclusive Fragrances](https://www.trendhunter.com/trends/targetexclusive-scents.md) - [Emotive Alchemy Fragrances](https://www.trendhunter.com/trends/collection-of-emotions.md) - [Youth-Friendly Non-Irritating Fragrances](https://www.trendhunter.com/trends/everedens-new-scent-category.md) - [Functional Fragrance Collections](https://www.trendhunter.com/trends/functional-fragrance-collection.md) - [Affordable Men's Fragrances](https://www.trendhunter.com/trends/finery-for-him.md) - [Aromachology-Inspired Fragrances](https://www.trendhunter.com/trends/essences-botaniques.md) - [Modern Luxury-Focused Fragrance Lines](https://www.trendhunter.com/trends/cos-perfumery.md) - [Expressive Individualistic Fragrances](https://www.trendhunter.com/trends/perfect-nonsense.md)