Linda G. Levy, president of The Fragrance Foundation, New York, took time to chat with Happi about the latest trends in the fragrance marketplace.
Be sure to check out the Fragrance Foundation’s awards gala on Tuesday, June 12, 2018, at Lincoln Center Alice Tully Hall, New York City.
Happi: What are some of the big trends right now in fine fragrance and why?
LL: While classics like Chanel and Dior as well as new brand launches from major designers still account for the greatest sales volume, a major trend comes from niche and artisanal brands. Another trend that continues is customization and personalization in terms of the fragrance itself and the packaging. Fragrance fans often like to layer fragrances to create their “bespoke” scents per se and to channel their inner perfumer. This has been the case with Jo Malone for years and now others are introducing layering with their debuts, such as By Killian & Kenneth Cole.
Brands are offering consumers an opportunity to tweak their fragrances with a few extra drops of the essential oil of their choice or create a custom scent from answering a questionnaire.
In addition to the bespoke scent trends, Byredo and Atelier Cologne offer personalization of leather accessories to complement the fragrance purchases.
Happi: What scent notes are popular so far this year?
LL: Floral and aromatic variations continue to be popular in 2018. Floral notes (all with white florals) include Chanel Gabrielle, Gucci Bloom, and Ralph Lauren Women. Aromatic varieties included Coach Men’s, Prada Luna Rosso Carbon and YSL Y.
For the season, new floral arrivals include Proenza Schouler’s Arizona cactus floral, Hibiscus Palm by Aerin capturing tropical life with exotic floral notes, new fruity floral, Le Jour Se Leve by Louis Vuitton and floriental fragrance, Amo Ferragamo.
In the men’s category, the aromatic category will continue to dominate for Spring 2018. Key fragrances will include Bleu de Chanel, new fresh citrus aromatic Polo Ultra Blue, and continued success for Coach for Men, to name a few.
Happi: Do you recommend any future trends to look out for in fine fragrance?
LL: Customization, transparency and single notes. New versions of customizations and bespoke is a trend that will engage the fragrance consumer and give them more reasons to buy. Transparency of ingredients and any “give back” initiatives will appeal to the millennial market and an important brand statement. Single noted fragrances will continue to stand out in the artisanal market.