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Report
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Fragrance brands are innovating with long-lasting formulas and traditional scent profiles, while encouraging layering routines. Shiyan Zering, Senior Beauty and Personal Care Analyst…
Global
Fragrances
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A Year of Innovation in Fragrances 2025
"Fragrance brands are innovating with long-lasting formulas and traditional scent profiles, while encouraging layering routines."
Shiyan Zering, Senior Beauty and Personal Care Analyst
Explore the latest innovations in fragrances with Mintel’s global innovation report. The report identifies the major launch activities, pivotal consumer attitudes and most important product developments over the past 12 months.
Key innovation trends in the global perfumes and fragrances market are analysed and succinctly presented alongside Mintel’s consumer data and insights. So you can understand changing consumer demands and identify future growth opportunities.
Global Perfumes and Fragrances Market – What’s Happening in 2025?
EMEA: Longevity is now a major factor in fragrance purchase decisions.
APAC: Fragrance brands are innovating with interesting culture- and tradition-inspired scent profiles to meet consumer demand.
Americas: Consumers are layering fragrances to personalise their scent, and brands are responding with new formats.
Purchase the full report for a complete overview of the innovations making waves in the global fragrances industry. Presented alongside Mintel’s pick of the most innovative launches in the global fragrances market. Understanding innovation in fragrances has never been so easy.
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What we have seen
Our pick of the most innovative launches in this review
Other innovative launches
Unisex launches create a slow decline in female claims
Graph 1: top 10 claims in fragrance launches (based on 2024-25), 2020-25
EUROPE, MIDDLE EAST & AFRICA (EMEA)
Europe: cater to demands for stronger concentrations
Long-lasting is the most significant trading-up factor
A rise in EDP launches aligns with consumer interest in longevity
Graph 2: fragrance launches by select concentration levels* in product name, 2020-25
Brands are highlighting the storytelling of long-lasting properties
Europe: propose convenience with minis
Lean into the benefits of portable fragrances
Brands are focusing on minis
Graph 3: miniature or travel-sized* fragrance launches, 2020-25
Elevate mini fragrances through longevity, mood boosts and collectability
The Middle East & Africa (MEA)
Fragrance in MEA taps into gourmand, wellbeing and longevity trends
Brand innovation: Kheir embraces its local roots
ASIA PACIFIC (APAC)
Asia: boost functional fragrance with credibility
Go beyond relaxation
Launch data reflects the evolving role of fragrance
Co-creation emerges as a trend in functional fragrance
Asia: take local inspiration
Cultural scents are a key differentiator
Heritage-focused fragrances are on the rise
Graph 4: share of launches in fragrances carrying cultural* claims, 2020-25
Tap into the wealth of fragrance notes in the APAC region
Australia & New Zealand
Popular nostalgia, ‘skinification’ and gourmand social media trends emerge in fragrance
Brand innovation: DAISE targets teens
THE AMERICAS
North America: encourage fragrance layering
Help consumers engage with social media trends
Fragrance-layering innovation is on the rise
Graph 5: fragrance launches carrying layering or personalisation* claims, 2020-25
Recent launches make personalisation easy
Brand innovation: D.S. & Durga gamifies layering with a discovery set
North America: focus on the demand for inclusivity
Skin-friendly and alcohol-free formulations drive fragrance preferences
Explore claims that allay safety concerns
Graph 6: fragrance launches by select skin and formula claims, 2020-25
Fragrance launches support skin health
Consider accessibility needs in fragrance
Latin America: long-lasting for hotter climates
Respond to evolving climate needs
Graph 7: fragrance launches carrying a long-lasting claim, 2020-25
LATAM launches promise long-lasting fragrance
What is 'A Year of Innovation' Report?
To truly understand a market, it’s essential to look at the products that are shaping it. Our ‘A Year of Innovation’ reports provide a detailed review of specific categories, focusing on the most notable product launches from the past 12 months. These reports are designed to give you a clear and comprehensive picture of recent innovation and its impact.
How We Analyse a Year of Innovation
By deconstructing the past year’s activity, we can provide valuable context for your current and future strategies. Here’s how we do it.
A Deep Dive into Product Launches
The core of these reports is a thorough examination of new products. We go beyond simply listing what’s new. Our analysis delves into the “why” behind each product launch, exploring the strategies, ingredients, and marketing claims that are driving innovation. This helps you understand what’s working, what’s not, and where the market is headed.
Powered by the Global New Products Database (GNPD)
Our insights are built on a foundation of robust data from Mintel’s Global New Products Database (GNPD). This powerful tool tracks and catalogues new product launches from around the world. By leveraging the GNPD, we offer a complete exploration of innovative activity within your category, ensuring our analysis is comprehensive, accurate, and relevant.
Uncovering Trends and Consumer Shifts
Our ‘A Year of Innovation’ reports are designed to equip you with actionable insights into how to lead innovation in your category. By studying recent product launches, we can identify shifting consumer habits and preferences. These reports help you connect the dots between what consumers want and how companies are responding. You’ll gain a deeper understanding of emerging trends, allowing you to refine your own product development and marketing strategies with confidence.
For a more detailed look at a Year of Innovation report, take a look at a sample PDF report below.
Please Note: All of the figures, graphs, and tables have been redacted.
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