FRAGRANCES, | Lumson

While the beauty industry is evolving under the banner of a new approach to skin aging, better known as skin-longevity, a new Golden Age has begun for fragrances. Fragrances are becoming an integral part of holistic personal care routines and an element of well-being and self-expression. Their ability to create connections, stimulate well-being, and celebrate individuality make them inclusive beauty allies that can accompany every stage of life, evolving with us. 

At the latest Beautystreams Global Beauty Industry Summit, it emerged how the industry is working on fragrances that remain unaffected even on mature skin and on 'functional' fragrances that, by harnessing the therapeutic properties of essential oils and natural ingredients in formulas, stimulate well-being and improve sleep quality. But that's not all. Betting on the ability to evoke memories and emotions, for the future research looks to hypoallergenic, skin-friendly fragrances, preferably made with biodegradable ingredients, capable of establishing connections with consumers by playing on comfort and familiarity and conquering, thanks to skilful combinations of classic and contemporary notes, both younger and adult audiences.

A success confirmed by numbers. According to Euromonitor, in 2023 the fragrance market, which was already worth $64.4 billion, recorded global growth of 12.2 percent in luxury fragrances, characterized by rare ingredients and craftsmanship, and 10.8 percent in mass fragrances. This is also true for artistic perfumery, whose weight within the beauty market in several countries, including Italy, has already exceeded 2 percent.

If sales of luxury fragrances continue to grow as consumers show affinity for exclusive scents, innovation and diversification have led to the creation of niche and customized fragrances capable of satisfying every customer preference or taste, and as disposable incomes have continued to increase in emerging economies, demand for premium products has also grown exponentially. 

The boom for fragrances and niche perfumes would have additional socio-economic implications, to the point that the Financial Times even spoke of a “Perfum Effect.” Following on the heels of what happened with lipsticks after 9/11, there would also be a real 'boom' in sales for perfumes, which are considered small accessible luxuries, in times of crisis and economic insecurity.

Also growing is the demand for eco-friendly luxury perfumes, which has led many brands to adopt eco-friendly ingredients, practices and packaging to meet this need. Organic and vegan fragrances are also interesting areas of innovation.

Future trends in the luxury fragrance market will revolve around personalization and technological innovations. Personalization of fragrances based on artificial intelligence will enable companies to create fragrances responsive to individual preferences, with a value proposition that is distinctive from competitors.

Although e-commerce platforms have made it easier and less stressful for consumers to browse and buy luxury fragrances, offline retail is still the preferred channel for buying luxury fragrances. This is due to the experience it can offer consumers-let's not forget that for these kinds of fragrances, the relationship that is created between user and product is crucial. Instore, consumers benefit from suggestions on which fragrances to try, from personalized recommendations.   

Offline distribution also creates a feeling of luxury and exclusivity in tune with the high-end fragrance market. Flagship stores in prime locations and luxury department stores create a sophisticated retail environment that reinforces the appeal of fragrances. Physical interaction with the product within a luxurious environment would increase the connection with the brand and make the instore experience even more intense.  

In addition, offline stores allow immediate gratification: customers can purchase the fragrance and use it immediately. This is particularly appealing to those consumers who wish to buy a gift or avoid the waiting time associated with shipping

The US luxury perfume market is expected to be worth $7.5 billion in 2024. It is expected to witness subsequent growth in the next period as it holds $13.7 billion in 2033 at a CAGR of 6.9 percent.

The luxury fragrance market in the United States is also one of the largest niches in the global fragrance industry. This is mainly due to high disposable incomes and consumer preference for quality and prestige products. A significant positive factor driving demand is its large demographic diversity: on the one hand, there is a younger population interested in being groomed, fashionable, and seeking exclusivity; on the other hand, contributing to the growth in demand are the older generations, especially for classic and historic fragrances.  

The U.S. boasts a strong retail ecosystem with high-end department stores, specialty boutiques, and increasingly online platforms that have enabled consumers to experience different categories of luxury fragrances in the comfort of their own homes.

While the U.S. is an established market, Africa and Latin America offer ample potential as the growing middle class fuels demand for luxury products. Partnerships between luxury fashion houses and lifestyle brands further enhance the growth prospects of this market, playing on brand loyalty and cross-sector collaboration.

The trend toward sustainability has grown to become a cornerstone in the luxury fragrance industry, and people have begun to place more value on eco-conscious products. Brands are succumbing to this by adopting practices such as using biodegradable packaging, sourcing renewable raw materials, and ensuring that manufacturing processes are ethical. This appeals to environmentally conscious shoppers who do not compromise on quality, thus helping the brand adapt to global sustainability trends.

In addition, certifications such as cruelty-free or organic contribute to brand reputation and further increase consumer loyalty. As consumers become more aware of transparency, brands that incorporate sustainability into all their operations are in a better position to lead this evolving market.

The growing desire for individuality, which has increased the demand for niche fragrances, typically positioned for art and storytelling. Unlike traditional brands, niche fragrances appeal to a more sophisticated group of consumers seeking unusual fragrances made with rare and exotic ingredients. These products are characterized by exclusivity, small batches, and marketing focused on authenticity. 

Niche brands conquer traditional markets with their bold and unconventional compositions, managing to carve out an important market share within the luxury fragrance segment. These creations focus on self-expression and the desire for distinctive fragrances.