Despite facing rising cost pressures and a challenging market environment, Lee remains optimistic about the Singaporean company’s long-term prospects.
Speaking to CosmeticsDesign-Asia, he emphasised the importance of fortifying the brand’s foundation during these tough times, with the hope that doing so will position Scent by SIX for greater success in the years ahead.
“The economies around the world have shown a lot of signs of uncertainties, bringing about cost pressures, one factor that is really bugging a lot of Singaporeans. I understand this is a phase where we have to bite the bullet as a business. We want to build up this foundation and buttress it. Hopefully in time to come, we can be in a better position to look at the next destination and go ahead.”
He elaborated that the brand would strengthen this foundation by fostering a strong community.
“Ultimately, this is more than just about doing business. We want to foster a group of like-minded people, people who believe in what we are doing. And that is our vision of fragrance as a source of well-being.”
In 2022, Lee was given the opportunity to showcase his brand with a pop-up at Showfields in New York City, US.
While the experience was rewarding, the firm has not rushed a North American entry.
“The experience reminded us that we need to establish a good foundation before we can go to a market as exciting as New York. It really opened our eyes to how complex an overseas endeavour would be,” said Lee.
He continued: “If you were to ask me if we are done building that strong foundation in Singapore, that we are so confident that it can be replicated and expanded in an organic manner overseas, the answer is unclear to me. Right now, it’s even more important for us to strengthen our brand with this renewed vision – Every Mood Lifted – before even talking about going to the other side of this planet.”
A stronger brand today
Lee reflected that the brand was stronger today since its inception in 2016.
“I would like to believe that we had a good story, and indeed, good fragrances. Each fragrance came with a deep story that resonated strongly with myself. But I struggle now to think that we had a solid and good brand,” said Lee.
The turning point for the brand came during the COVID-19 pandemic years.
At a time when the fragrance market was booming and competition intensified, SIX successfully redefined its brand purpose, positioning itself as a champion of mental wellness.
“What came to me after this whole pandemic was the increased importance of having a purpose as a brand in whatever we do. I found that Scent by SIX was lacking in communicating its purpose to the people,” Lee told CosmeticsDesign-Asia in 2020.
This new direction was marked with the launch of the Hikaru collection, a Yuzu-themed scent collection, which claimed to be able to bring feelings of joy and happiness.
The company followed up this collection with Sleep, Returns to promote better sleep, and the Care scent collection, which was developed for caregivers.
“I think we were buttressed by our new vision. It’s truly what drives us today. The true goal is to uplift people through our fragrances,” said Lee.
SIX celebrated its anniversary with the Reflections Collection. It comprises three of fragrances: True Self, Beautiful Bloom, and The Journey.
According to the company, the products were “ethically created with premium ingredients, these gender-neutral scents are designed to uplift and inspire.”
Lee concluded: “We believe in the transformative power of scent to nurture our well-being and elevate our moods. Our refreshed vision, ‘Every Mood Lifted’, is all about inspiring positivity, happiness, and joy. Our fragrances are designed to uplift our spirits - at work, while studying, or when we’re relaxing and sleeping. It’s about smelling good, feeling good and doing good.”
