Consumer demand driving fragrance into new roles

It seems it’s no longer enough for a scent to only enhance consumers’ aromas, according to beauty and personal care analyst at Mintel, Shannon Romanowski.

“The category has faltered a bit as a competitive marketplace and the proliferation of scent in categories outside of fine fragrance have led to some degree of consumer apathy​,” she notes.

“Category growth may be closely tied to added benefits and improved functionality​.”

Tapping into health and wellness benefits​

The fragrance sector is feeling the need for its products to take on a new role in order to boost the lackluster predicted market growth in the coming years, and the market researcher’s report suggests the answer lies in the rise of interest in nutricosmetics.

Taking on a well-being enhancing role would see the segment tapping into the growing ‘mixologiste’ trend, which promises the consumer the added value they want, as well as providing additional marketing opportunities through the creation of new sub-categories and brands.

Indeed fragrances are particularly well-positioned to offer this health-boosting multifunctionality: options for the sector include energy boosting, combatting mild ailments, and aiding with sleep.

"The effect of aromas on well-being is not quackery, they have a concrete ability to impact the body​,” beauty expert Tyler Heiden Jones told CosmeticsDesign.com USA.

Multifunction on the rise​

Mintel’s figures confirm consumer demand for this, with 60% of consumers keen to try a scent that could help relieve colds and headaches.

In the consumer hunt for natural alternatives to sleeping pills or medication, offering fragrances that are designed to aid sleep and relieve bugs could be an opportunity for the category. 

Romanowski suggests the potential benefit to fragrance tapping into this science could be two-fold.

“Health and wellness benefits could increase the value proposition of fragrance while potentially expanding the appeal of the category to a typically less engaged audience such as older consumers and men​,” she said.