Do you know your consumers well? Do you understand the criteria they use when making purchasing decisions? Market trends change almost every season, so at Àuria Perfumes, we constantly monitor fragrance consumption habits to provide our clients with the best solution when planning a perfume launch. Today, we are analyzing three new profiles of fragrance consumers that should be considered when creating a perfume.
New Profiles of Fragrance Consumers
At Àuria Perfumes, we have been helping brands create special and soulful perfumes for 15 years. “We produce perfumes for clients worldwide. With our Full-Service business model, we meet all the needs that major brands may have, from creating and designing the perfume to factory production, packaging, and conditioning, something in which we have extensive experience,” emphasizes Albert Piñol, the company’s general director.
The consulting firm Mintel has evaluated three different profiles of fragrance consumers, which can serve as a guide when starting a perfume briefing.
Since society returned to a normal pace of life after the pandemic, the fragrance category has continued to grow in sales. Manufacturers and distributors have been surprised by a resurgence in the world of perfumery like never before. But this is not unusual, as experts in perfume point out that during periods of uncertainty and conflict, perfume has acted as a balm for the senses. It’s important to note that fragrances go beyond the olfactory experience; they serve as a bridge to emotions, memories, and personal care, as noted by Mintel.
But how can we satisfy the desires of ever-changing consumers? According to the consultant, we should focus on three types of fragrance consumers:
- “Self-Care Enthusiast.
- Security Seeker.
- Escapist.
1. Fragrance Consumer Profile: Enthusiast of Scented Self-Care
Mintel paints a picture of the “scented self-care enthusiast” consumer, who has an urban lifestyle. They seek more than just a product; they desire relaxing experiences and even expect fragrances to provide additional benefits.
A noteworthy fact: 40% of these consumers believe in the ability of fragrances to improve emotional well-being.
Opportunity: Brands should cater to the emotional inclinations of consumers with fragrances that induce relaxation and complement personal care as part of a well-being routine. This applies to both personal use fragrances and home fragrances.
Consumers who enjoy taking care of themselves with personal care products are fragrance enthusiasts
2.- Perfil consumidor de fragancias: buscadores de seguridad y de fragancias naturales
More and more consumers want to know what ingredients are in the products they use. This interest also extends to fragrances, which have recently come under the media spotlight due to significant regulatory changes in Europe, all aimed at consumer safety.
Understanding the composition of a perfume is not within everyone’s reach, so most consumers base their purchasing criteria on perceived safety, as well as the use of natural ingredients that don’t cause irritations or allergies.
According to Mintel, 53% of consumers are more interested in mild fragrances, while 39% believe that perfumes should use natural ingredients.
Opportunity: Brands should emphasize the safety of their products and the natural and mild qualities of the ingredients they use. Safety certifications and eco labels can be seen as a guarantee of safety for consumers who are more concerned about ingredients.
Consumers are increasingly concerned about the ingredients of products and their safety, and they want to see their purchasing confidence reinforced through clear messages from brands.
3. Fragrance Consumer Profile: Escapist – Seeking Unique and Unconventional Fragrances
Discerning consumers want to be captivated by innovative products that surprise them. This consumer profile enjoys experimenting with new fragrances (46%).
Fragrances that offer escapist sensations and play with new olfactory territories to awaken olfactory memories – for example, with gourmand or liqueur notes – are more likely to connect with this restless and adventurous consumer profile.
Opportunity: Captivate consumers by taking them to unexplored territories to awaken new sensations.
Escapist sensations are highly prevalent in the world of perfumery and resonate with a broad group of consumers who seek to experience adventure and imagine exotic territories through fragrances.
How Can We Help Your Brand Launch a Perfume That Appeals to Consumers?
“Based on the needs of our clients and their brand values, we create customized fragrance collections: from fragrance composition to design and packaging,” explains Piñol.
In addition to designing and manufacturing perfumes, Àuria Perfumes offers more specific services such as stability testing, regulatory compliance at both national and international levels, product registration with official bodies, and logistics.
Safety and quality are paramount in all our projects. We operate with Good Manufacturing Practices in Cosmetic Products certification (UNE-E ISO 22716:2008), comply with the requirements of the Spanish Agency for Medicines and Medical Devices (AEMPS), and have implemented IFS HPC certification to enhance product safety. Additionally, we pursue a sustainable transformation plan and hold the Cosmos certification for clients looking to launch natural and eco-friendly product lines.
If you are considering launching a perfume for your brand, please contact us without obligation.
