Food for thought

August 21, 2020

Perfume (r)evolution

With the rise of beauty retailers and multi-brand stores in the early 2000, perfume shops have become a little passé and obsolete. When looking for a perfume it has become more common to go for big beauty houses who are usually stocked at mega-stores and who offer perfumes as an affordable luxury product.

However in the last few years, consumers have shifted their approach to perfume and are slowly turning away from mass products. They are more attracted to niche brands and products that fit with today’s concerns such as ecology. As a consequence, we can observe the rise of a new kind of perfumers and a comeback of niche boutiques as a preferred distribution channel. 

Mono brand boutiques

Going away from mass production and multi-brand distribution, there is a growing number of niche boutiques that are worth paying attention to. For instance, brands like D’Orsay, Lubin and Etat Libre d’Orange in Paris have opened their own boutique. This allows each brand to create a place where its story and image can be fully embraced and to stay away from the fierce competition happening in multi-brand stores. It also gives a feeling of exclusivity and uniqueness to the customers who select such out-of the classic distribution channel brands. 

Indie brands 

New perfume brands are going the clean and sustainable route. They offer perfumes that are typically cruelty-free, made without synthetic chemicals, gluten-free and also have a conscious approach on sustainability and sourcing. For instance, Nolença uses organic alcohol in all its products, Floratropia offers a 100% clean range (without any petrochemicals) and Aimée de Mars encourage recycling with a consignment system for its bottles (send back your empty bottle and get 5 euros off the next purchase).

The trend in the perfume industry is evolving in line with consumers’ demands : exclusivity and sustainability. New brands take into account the need for perfumes that speak to the imaginary of consumers while being as clean as they can be. 

   Monia MERABET

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