One current trend is while consumers still want to enjoy the pleasures of perfume, they are becoming confused with the plethora of scents being launched. The downturn in the economy has softened fragrance sales at retail. However, women and men still want to smell and look good. It’s called the “lipstick” factor, i.e.: women will not forego their lipstick or cosmetics in order to still look good, but will deprive themselves of something else. Therefore the perfume they wear should truly make them feel wonderful and positive about themselves, and should reflect their own individuality and personality. The thought process is “Why should I smell like a designer or celebrity and everybody else, when I can have something that I love, which is unique and which reflects my personality and individuality?”
Personalization and customization has therefore become very popular. As people want custom or bespoke tailoring for their clothes, they can now have bespoke perfumery and create their own fragrance, which is totally unique. This emanated in the United Kingdom but is now becoming very popular in the United States with several companies offering custom perfumes. Scenterprises even developed events that take people on a fragrance journey to identify 18 different blends; at the end of the seminar, people select the three or four blends that they love, and they become their “formula.” The event explores all the characteristics and ingredients of the blends and helps “train” people’s sense of smell in a positive, informative environment; at the end of the seminar, they receive their very own individual Bespoke Perfume.
If people like fresh citrusy scents and nothing too heavy they can then create their own blends with citrus, ozonic and light fresh floral notes. And if they want something more alluring and sensual, they can create a blend of spices and florals with musky and woody notes to give it an exotic sensuality. Today it is all about the consumer and what they want to reflect and what emotions and moods they want to convey.
This personalization is being seen in other areas as well. Environmental scenting is a big trend, and hotels, spas, casinos and resorts are incorporating environmental scent-branding for their properties. When guests have a delightful experience and later smell that blend, they will immediately think of the hotel or property they remember and want to return. Luxury car dealerships such as Lexus are also using environmental scenting to “brand” their properties and offer clients a positive experience they will associate with their brand.
Scents have become a very powerful strategy in order to offer a positive experience for consumers and properties, and multi-sensory branding is being incorporated into many different brands.
Sue Phillips is the president of Scenterprises (Scenterprises.com), the U.S. distributor of The Perfume Studio, Arlington, England.