Here, Cosmetics Design lists some insights that awarding winning brands and people already know and that have clearly that helped the fragrance industry remain relevant in a fast-changing, digital world.
1. Listen carefully to consumer trends
The 2018 Fragrance Foundation Awards were expertly hosted by actor and singer Jane Krakowski. Early on in the evening, she sang a reprise of Diamonds are a Girl’s Best Friend, updating the lyrics by not only swapping ‘diamonds’ out for ‘fragrance’, but also to reflect the current state of the perfume business.
Today’s fragrance consumer is more likely to be passionate about wellness, more active, and living life on-the-go. These trends ran through the song with a reference to spin class; while personalized fragrance was dropped in when ‘make your own blend’ rhymed with ‘a girl’s best friend’.
2. Every business achievement is a combined effort
Several of the executives and fragrance industry insiders accepting awards last night took care to thank consumers, retail partners, and in-store sales staff. There were words of thanks for editors, press, and content creators.
And Ann Gottlieb, who was honored with The 2018 Fragrance Foundation Hall of Fame Award, thanked the people who she calls her “backstage family…the fragrance house evaluators, perfumers, and fragrance house marketers” who help fragrance developers succeed every day.
3. Indie fragrance makers deliver innovation and individuality
Copycat blending, the use of standardized accords, and overly careful corporate product development strategies have limited the fragrance business in the past. Independent fragrance makers—determined to standout—are now helping the industry advance.
Presenting the Indie Fragrance of the Year award, Anne Fulenwider, editor in chief of the monthly fashion magazine Marie Claire, gave a nod to the work that new, niche, and stand-alone brands doing, saying “indie brands can’t wait to win us over with their products.”
4. Truly creative professionals are rare
Few people genuinely possess both the sensitivity of an artist and the tenacity of a businessperson. And those who do often thrive only with the benefit of supportive personal and professional networks, like the kind that can be found at an industry organization such as The Fragrance Foundation.
Accepting her Hall of Fame Award at last night’s event, Ann Gottlieb described her work as a sort of artistic interpretation: “What I really do is translate images into scent,” she said. And she went on to point out how innate true fragrance artistry is; “the greatest fragrances have been created as a result of intuition,” says Gottlieb.
Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.