The Future of Fragrance 2021
Global annual review: what's now and what's next for the fragrance market. Margaux Caron, Global Beauty Analyst…

The Future of Fragrance 2021

£ 2,195 (Excl.Tax)


Providing the most comprehensive and up-to-date information and analysis of the UK Future of Fragrance market, including the behaviours, preferences and habits of the consumer.

The rise in ecommerce platforms is indicative of a total shift in the way consumers interact with brands and their path to product discovery. Live selling gives fragrance brands a means to connect with and educate consumers, while providing entertainment, creating emotional stories and increasing sales.

The COVID-19 pandemic shifted consumer fragrance needs away from seduction and towards feel-good, soothing scents. Further integration of wellness-centric elements, such as functional benefits, will attract consumers who are eager to care for their emotional, cognitive, and physical health. Tapping into wellness trends and focusing on value for money could be potential areas for innovation in fragrance, helping people create bespoke scents and promoting eco, natural and ‘free from’ merits. A gap exists for more diversity-focused NPD, which lags behind that seen in other BPC markets.

Playful packs, disruptive collaborations, and customized and versatile formulas help fragrance brands stand out in-store and online. Naturalness remains key and a gap exists for more transparency-focused and ‘clean’ NPD, and for a bigger focus on sustainability.

Comforting and escapist NPD is grabbing attention by focusing on how scent makes people feel vs how scent smells/is received by others. Collaborative scents developed with or inspired by non-fragrance categories (eg electric cars) also stood out. Innovations appealed to a notable consumer willingness to buy ‘clean’/sustainable scents.

Read on to discover more details or take a look at all of our Beauty market research.

Covered in this report

Brands: Natura, Oriflame, Vyrao, Forest Lungs, Uka, This Works, Nomenclature, Ellis Brooklyn, snif, NOAR, Anine, Arquisite, REN, Supergreat, Anima Vinci, TMall.

Expert analysis from a specialist in the field

This report, written by Lauren Goodsitt, a leading analyst in the Beauty & Personal Care sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Expect brands to expand ecommerce strategies while addressing wellness and safety concerns with new fragrance offerings.

Lauren Goodsitt
Senior Global Beauty & Personal Care Analyst

Table of Contents


    • Provide 360-degree fragrance education
    • Promote virtuous synthetics from natural origins
    • Tweak storytelling around fragrance creation
    • Get unisex and gendered fragrances right
    • Celebrate the freedom of love
    • Introduce touch as a key fragrance feature
    • [Graph] Global: unisex fragrance launches, by region, 2015-19
    • Push innovation further with collaborations
    • Make sustainable packaging desirable
    • Create momentum in a challenged retail space
    • [Graph] Europe: consumers who agree that luxury fragrance bottles need to have heavy packaging, by select markets, October 2018

    • Overcome olfactory silence
    • Provide scent care
    • Diffuse and conquer
    • [Graph] Europe: consumers who disagree that fragrances are only necessary when around others, by select markets, September 2019
    • Engage all the senses
    • Use senses for personalisation
    • Adapt to video platforms
  3. four winning strategies for the future


About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

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Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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