Fragrance in Europe: a mid-year roundup of 2016 developments

Collaborative approach​

The global fragrance industry is worth approximately EUR 35 billion, and in recent years, a flood of less expensive synthetic and celebrity fragrance launches have been changing the dynamics of the category.

Whether catering to this trend or offering consumers a better quality, higher-end alternative, fragrance players have been innovating at a rapid rate, and as the category continues to develop, partnerships between companies have signalled a new era of collaboration in research and development.

Givaudan, for example, recently teamed up with Amyris on active cosmetic ingredient partnership​, with the companies looking to develop advanced active ingredients using biotechnology.

L’Oréal is another player broadening its fragrance reach: in July, the company acquired Atelier Cologne, a niche prestige brand found only in selected retail outlets.​

Spanish company Puig is one player also keen to cater for consumers looking for more exclusive fragrance lines: it recently bought a stake in EB Florals, an ultra-exclusive line of floral-based fragrances.​

Branding shifts​

Art & Fragrance is another looking to adopt a higher-end image, and the  took on the elevated sophistication of a French-themed brand identity when it swapped its name to Lalique Group for the whole company rather than just one division​.

Getting back into the game with its first launch of a fragrance in seven decades, Louis Vuitton also carried out a sidestep in strategy earlier this summer.​

A nose for innovation​

In terms of emerging innovations and trends, memory triggering scents are hot on the agenda. Eurofragrance, a Spain-based player, recently presented its latest concepts as #REMEMORIES at the Beautyworld Middle East event​.

Indeed, its a theme also being explored by fellow market leader Givaudan, whose representative, Angello Kostandas, presented concepts for Nivea at a recent Beiersdorf event​.

“Fragrance is like a powerful magician: it connects us to our feelings and our memories. Studies show that after six months only about 25% of people can remember a picture, but 82% can remember a specific fragrance. Even ‘lost’ memories can be activated with fragrance.​”