# Millennial-Targeted Floral Fragrances Yardley London's 'The Collection' Celebrates Flowers & Gems By Laura McQuarrie | Published 2018-04-13 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/yardley-london References: [cosmeticsbusiness](https://www.cosmeticsbusiness.com/news/article_page/Yardley_London_reinvigorates_brand_with_new_fragrance_launch_for_millennials/141759) & [yardleylondon](https://www.yardleylondon.co.uk/eau-de-toilette/the-collection.html) Yardley London recently launched 'The Collection' as an elegant perfume range for the mature Millennial. The [five-piece fragrance collection](https://www.trendhunter.com/trends/artisanal-perfumery) takes cues from both gemstones and quintessentially British flowers like the daisy and lilac. Each [colorful fragrance](https://www.trendhunter.com/trends/gisadas-luxury-line) is meant to embody the personality of the ideal wearer; for instance, the qualities of Daisy Sapphire could be best described as cheeky and playful, while the green-hued Flora Jade is said to appeal to the "boho chic" consumer. The unique scents from The Collection were developed by Yardley London in collaboration with Parisian perfumer Juliette Karagueuzoglou, Nelly Hachem-Ruiz, who created David Beckham’s Beyond fragrance, and French perfumer Anne-Sophie Chapuis, who has experience in working with more than 20 fragrance brands. ## Trend Insights (Trend Hunter) - Score: 2.1/10 - Popularity: 16% | Activity: 39% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: Europe ## 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 - **Millennial Floral Fragrances:** Creating perfume ranges designed for the mature Millennial market by taking inspiration from gemstones and British flowers. - **Personalized Fragrance Collections:** Developing fragrances that embody the personality traits of the ideal wearer, targeting specific consumer preferences. - **Collaborative Perfumeries:** Partnering with renowned perfumers to create unique and high-quality fragrance collections. ### Where This Applies - **Beauty and Personal Care:** Opportunity to tap into the Millennial market with tailored floral fragrances that align with their preferences. - **Fashion and Accessories:** Incorporating fragrance collections as part of the overall brand experience to cater to the boho chic consumer. - **Luxury Goods:** Creating exclusive and premium fragrance collections in collaboration with well-known perfumers and leveraging their expertise. ## Related on Trend Hunter - [Fragrance Layering Campaigns](https://www.trendhunter.com/trends/jo-malone-london-uniquely-you.md) - [Next-Gen Citrus Floral Fragrances](https://www.trendhunter.com/trends/florist-eau-de-parfum.md) - [Affordable Genderless Fragrances](https://www.trendhunter.com/trends/arkive-makes-scents-collection.md) - [Youth-Friendly Non-Irritating Fragrances](https://www.trendhunter.com/trends/everedens-new-scent-category.md) - [Floral Garden-Like Fragrances](https://www.trendhunter.com/trends/jean-paul-gaultier-1.md) - [Sensorial Beauty Brands](https://www.trendhunter.com/trends/playful-fragrances.md) - [Hydrangea-Inspired Fragrance Lines](https://www.trendhunter.com/trends/greenleaf-gifts.md) - [Sensorial Fragrance Collections](https://www.trendhunter.com/trends/finery-fragrances.md) - [Memorable Floral Fragrances](https://www.trendhunter.com/trends/kendra-scott.md)