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Browsing by tag: niche perfume

Cool credentials and heavy marketing spend are no longer enough

Posted by Robin on 6 July 2022 2 Comments

Consumer preferences in the fragrance market are shifting once more. Cool credentials and heavy marketing spend are no longer enough. Instead, successful fragrances are emphasising innovation, tapping the wellness trend and promoting a commitment to sustainable values.

In the 2010s, celebrity-fronted perfumes and fashion house brands lost ground to a boom in niche perfumery as challenger brands such as Byredo and Le Labo became wildly popular. These brands defied the concept that fragrance giants could simply pay their way onto consumers’ dressing tables.

— Read more in What’s the next blockbuster fragrance brand? at Vogue Business.

The nursery school of the future

Posted by Robin on 25 November 2019 2 Comments

So we are seeing a whole new evolution of luxury. Many of the great brands of the Eighties and Nineties have become almost masstige. Limited editions are so pervasive; flankers so frequent. The aspirational qualities don’t last. On the other hand, I’m fascinated by the explosion of creativity, the opportunity that is taking place in the niche fragrances. For me, niche is the nursery school of the future.

— Author and fragrance expert Michael Edwards, in Michael Edwards Discusses Luxury Fragrance History, Niche Fragrance’s Future at Women's Wear Daily.

Wise strategic moves

Posted by Robin on 21 June 2019 Leave a Comment

Estée Lauder snapped up Le Labo and Frédéric Malle in 2014, and Puig acquired Penhaligon’s and L’Artisan Parfumeur in 2015. In 2016, Estée Lauder was back with the further acquisition of By Kilian, then L’Oréal stepped in with the purchase of Atelier Cologne. The following year LVMH took the plunge, with the acquisition of Maison Francis Kurkdjian.

They were wise strategic moves. The latest 2019 financial results from these companies reveal that not only are luxury artisanal brands experiencing some of the strongest growth in their portfolios, they are, in some cases, offsetting weaker performances in designer fragrances.

— Read more at Cosmetics Business reveals the 5 biggest fragrance trends in new report.

Bland

Posted by Robin on 4 October 2017 2 Comments

Despite the daunting competition, Michael Edwards, publisher of global perfume database Fragrances of the World, says some consumers are favouring niche and artisan fragrance brands like Gallivant because they offer something special that none of their friends will have.

He believes that innovation in the sector is coming from smaller brands because the big players are afraid of taking risks.

The big brands want a new launch to appeal to as wide a range of consumers as possible, meaning they often produce something "bland", he says.

— Another article on the challenges faced by mainstream fragrance brands. Read more at Why big brand perfumes may be losing their allure at BBC.

The evolving fragrance market

Posted by Robin on 2 October 2017 5 Comments

Formerly, the niche perfumes were defined by limited retail distribution, a criteria set by The Fragrance Foundation (FiFi), the non-profit, educational arm of the international fragrance industry. But it has all changed.

[...] The evolving fragrance market makes the definition moot, said Chong and he suggested this perspective: “Did it start as a perfume house? Heritage is a limiting factor as some niche brands have longer histories while others like Byredo are younger but no less distinct.” He added that another big tell is the scent narrative. Niche fragrances have more depth and authenticity because they reflect the inspirations of the perfumer, his lifestyle or travels for instance.

— Alwyn Chong of beauty distributor Luxasia on the difference between mainstream and niche fragrance. Read more at Uncommon scents: 6 unique fragrances to leave a deep impression at Channel NewsAsia.

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