Perfume 101: 517 posts

Today’s topic is trends in fine fragrance, air care (candles, diffusers, room sprays,) and body care. Based on my professional experience and studies of consumer reports, I will share three key trends that define 2021/2022. First of all, a note on how trends are compiled, because it’s an obscure topic to most people outside of the perfume industry–and to many people in the industry as well. No crystal balls are involved; it’s all about numbers.

To put it simply, agencies like NPD and Mintel track sales of different products, and based on the sales volumes and types of products, they make inferences about consumer preferences. Similar, perfume companies research trends and preferences, based on the sales of their products and those of their competitors. Understanding trends is important for brands in today’s crowded market not so much to make the whole world smell of green tea and peaches but to see where the tastes of consumers lie. What are they interested in? What kind of products appeal to them?

The insights I share below are based on my professional experience as a researcher and the information I come across as part of my day-to-day work as an industry analyst. I will explain each trend and give a few examples. You can watch the video or read my report below.

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It always surprises me that jasmine, one of the most luminous floral notes, is considered to be heavy and smothering. Then I realize that while my attention is drawn to its apricot jam and green tea facets, many other people can’t get past the indolic, horse-sweat undercurrent. Some of us are sensitive to animalic notes. Others don’t care for the mothball-tanginess that indoles suggest. Yet even more people don’t have the chance to experience natural jasmine, but rather form their opinion based on synthetic jasmine fragrances that don’t even attempt to mimic the real thing. And when we don’t like something, we call it  “heavy.”

I love jasmine in all of its interpretations, and in my new film, I would like to defend this iconic floral ingredient and explain what makes it unique. I talk about the difference between jasmine grandiflorum and jasmine sambac and explain how this note is used in fragrances. Since I appreciate that not everyone enjoys rich white florals, I selected the gauziest, most effervescent jasmine fragrances I could find to illustrate my explanations.

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For those who like lists and rankings, I have a little treat today courtesy of the Cosmetify Index, a service that ranks the most searched for and followed beauty brands around the world. The Cosmetify Index was created in 2019 to see how brands engage with social media and also how consumers respond to new launches. The newest index tracked searches and engagement in 2020, assessing the impact of the pandemic on beauty and fragrance sales.

The Cosmetify Index also tracks which brands are popular in which country, so you can glean fascinating information like Russia being a Jo Malone country, while China favors Estée Lauder. Yves Rocher rules in France, Italy, and Spain, while Rituals holds court in Germany, Scandinavian countries, and unexpectedly, Angola and Bhutan. The Indian subcontinent is united in its love for The Body Shop, although Nepal prefers Dove. And so on. Of course, these are the macrotrends and generalizations, but all trend reports are bird’s-eye-view snapshots.

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Niche perfumery is synonymous with originality, boldness and surprise, and Serge Lutens deserves much of the credit for shaping it and giving it a set of codes and accords. Lutens was born in France and became successful as a photographer and artist, and his first sojourn in Morocco in the ’60s inspired him to experiment with new media and styles. When he eventually came to perfumery, he already had a concept that was revolutionary at the time–the scent of woods for women. Inspired by Moroccan cedarwood, it became Féminité du Bois, and it launched a new era in perfumery.

Féminité du Bois was created in collaboration between Serge Lutens and perfumer Christopher Sheldrake (who also creates perfumes for Chanel these days.) While it remains an iconic fragrance, Serge Lutens’s collection is full of other gems. In my new series spotlighting different brands, I talk about Serge Lutens and five of his best fragrances.

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When we were discussing whether the oriental fragrance family should be renamed, a few people asked a question — do we need fragrance families in the first place? Even classical terms like fougère and chypre have been edged out by the herbal and mossy descriptors, while cologne is used less for citrusy composition than for the light and refreshing style of fragrances.

Fragrance families can be confusing. For this reason, I devoted my recent episode to this topic and described how the concept originated and what it means today.

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