Glassmaker Pochet du Courval SAS, which delivered 270 million glass perfume bottles last year, said the 400-year-old company, "We've never been busier than we are today," Bloomberg reported. "From the data of this global perfume bottle supplier, we can get a glimpse of the hot situation of the fragrance circuit.
The Chinese perfume market, in particular, is growing by double digits above the global average, and the growth rate is much higher than that of other categories. Euromonitor International data shows that from 2018 to 2024, China's perfume market is expected to maintain a compound annual growth rate of 15%, and the market size is expected to exceed 40 billion yuan by 2022.
In order to grab attention, niche fragrance brands and luxury brands have their own tricks to find new needs under the new outlet. With technology as a new touch point for the perfume industry, skillfully combining winemaking and perfume industry, and using "emotional healing" to create brand advantages, the brand abandons the same fragrance and selling points, and tries to bring consumers an amazing olfactory experience in a crowded market.
Divya Gugnani, an investor and entrepreneur and one of the founders of Wander Beauty, is the last mature category in the beauty industry to be shuffled, and her answer is a new perfume brand called 5 Sens.
Divya Gugnani believes that self-expression has become a key driver of consumer behavior after the pandemic, and it is also the real force behind fashion. People are expressing themselves all the time, mentality and life state are changing all the time, and aroma is a reflection of people's mood, appearance and identity, "I hope that the current generation of consumers can capture the changing essence and make smell a way of self-expression." ”
5 Sens fragrances
To this end, 5 Sens has launched five fragrances, named "Party Life", "Catch Feelings", "Burn for You", "Lit" and "Twin Flame", so that people can mix and match their favorite perfume style according to their mood and occasion.
These perfumes cost $65 per 30ml and $29 in a 10ml travel pack. With this pricing, Gunnani hopes to allow consumers to enjoy the texture of luxury perfumes at a reasonable price. Industry insiders estimate that the brand's sales will reach $3 million to $5 million in its first year on the market.
AEIR is a new luxury perfume brand that uses technology and sustainability as its own label compared to traditional perfume brands. In order not to consume natural resources, Aeir did not choose to use natural materials as fragrance ingredients, but used bioengineered formulas to mimic the taste of natural fragrances such as sandalwood and rose, and all perfumes are packaged in reusable aluminum containers.
Rodrigo Caula, one of the brand's founders, said: "Trees have a role on the earth, they are not cut down to make fragrance oils. So many perfume brands on the market produce so many products that they have to cut down a large number of trees on the earth to obtain the pure scent that people seek, and it may take decades for these trees to grow. ”
Aeir's technologically inspired perfume bottle
Bioengineering also has the advantage of synthesizing scents that nature cannot, such as Grand Rose with a biosynthetic rose note with a strong smoky and powdery feel, other notes such as Suede combining leather, bergamot and plum, and Wet Stone a smoky violet note.
Not only that, but the brand also borrows many ideas from Web3, where consumers pay $69 a one-time fee to access the Web3 membership platform created by the brand, through which consumers can have the opportunity to create personalized perfume scents.
The brand launched a mini fragrance set online on September 29 last year for $69 and went on sale in Neiman Marcus in November. The brand's founders expect Aeir to reach $5 million in sales in its first year, and Caula said: "We want Aeir to be a next-generation luxury brand, our unique product ecosystem, the way we reduce our carbon footprint, and the biochemical advantages will allow us to expand our touchpoints to other categories." ”
The birth of a new perfume brand came from the fact that the founder temporarily lost his sense of smell due to the new crown.
Daniel Giles, founder of Perfumehead, said: "It was only when my sense of smell regained that I really began to appreciate and pay homage to the sense of smell we had lost, which I once thought was taken for granted. ”
The entrepreneur, who has worked at Too Faced and Benefit, launched a new perfume brand, Perfumehead, after the pandemic, including a luxury collection of seven fragrances, each priced at $425.
Perfumehead
"Before I perfume, I organize a myriad of things that inspire me – movies, music, magazines, books and colors, people and places, pop culture, poetry, décor and art," he says. ”
Perfumehead was inspired by his time living in Los Angeles, saying: "It's my personal 'smell universe,' I don't want Los Angeles to give people a stale impression like Hollywood, I want to bring the smell and emotion of living here." ”
Daniel Giles said: "I positioned the brand as luxury because I wanted the best ingredients and craftsmanship to be combined with the brand. When developing products, the founders took into account how people feel differently about smells at different times of the day, hoping to "evoke emotions with smells" step by step.
The brand declined to disclose sales expectations, but industry insiders estimate that the brand's net sales in its first year on the market will reach $4 million.
There is a natural commonality between spirits and perfumes, and the French spirits company Rémy Martin Cointreau, known for Louis XIII brandy, announces the creation of a new fragrance brand, Maison Psyché, to officially enter the high-end fragrance field. Rémy Martin winemaker Baptiste Loiseau and Firmenich Chief Perfumer Sophie Labbé are the creative masterminds behind it, unlocking the possibilities of luxury perfumery.
The brand extends the art of cognac brewing to the art of perfumery, where perfumes are aged in small oak barrels at the Maison Rémy Martin cellars in Cognac, France, where the unique combination of high-end fragrance ingredients and wood produces new aromas that the brand describes as "unparalleled" in their time and sense of smell on the skin.
Not only that, but each fragrance of the brand is packed in Baccarat crystal bottles, decorated in gold, some models are also set with diamonds, and have special numbers, starting at 5,500 euros (about 40,000 yuan) per bottle.
Psyche House
The first release of five fragrances, sold only through Maison Psyché and Louis XIII's private account directors, is limited to the customers who spend the most in Rémy Martin, the brand does not publicly disclose its specific prices and notes, and the products will be available in the United States in January 2023 and in China in May.
Francesco Riosa, CEO of the fragrance brand, said: "The birth of Maison Psyché is the fulfillment of a dream to transform luxury fragrances in the 21st century and reinvent that luxury by connecting traditional, time-honored alcohol expertise. ”BINC
Written by: Lucy Geng
Editor: Lee
Image source: Web