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Markets & trends

Increasing the consumer’s choice will be crucial for the fragrance industry

The future of the fragrance industry was put into focus at the biannual World Perfumery Congress, which took place on 10-12 June, in Deauville, France. More than 1,100 insiders and 80-plus exhibitors from across the value chain gathered at the event.

The event opened with a panel discussion on the growth and innovation opportunities available in the fragrance industry. Emmanuelle Moeglin from Mintel identified that cross-category inspiration will be a key driver in generating and satisfying consumer demand. Her research shows that 60 per cent of women would be interested in hair care that included fragrance, 29 per cent in clothes, and that one of the biggest concerns for US women is that their fragrance lasts longer on skin - leaving the industry with plenty to think about.

Ruth Sutcliffe, senior marketing director and fragrance designer at Coty, agreed that the industry could do more to offer consumers with a wider choice of products that include fragrance, but also made predictions that there will be a shift away from ‘masstige’ products, with brands offering low-cost options, as well as prestige products to segment the customer base further.

Technical advancements were also up for debate with experts highlightening the need to develop technologies that allow for innovative applications and fragrance longevity on skin to appeal to millenials who are turning their back on traditional fragrance offerings.

Eventually, panellists also debated the need to build consumer confidence through effective risk management since allergens remain a talking point for the industry as new regulation comes in. Julie Girling, MEP, argued that the industry needs to be more honest about allergens in fragrance products so that consumers better understand that any product carries a risk but that the risk is comparatively small.

The next World Perfumery Congress will take place on 13-15 June, 2016, at the Fontainebleau Resort, Miami Beach, Florida.

© 2014 - Brazil Beauty News -

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