Trends for young scents

The sensorial benefits represent one of the main decision criteria when selecting a cosmetic or personal care product. Among those sensorial benefits, fragrance is perceived as the key element for the success or failure of a product. Following this idea, sustainability, wellness and the demands of Generation Z are all expected to significantly influence what consumers are looking for in the coming months and beyond.

Sustainability

Natural and sustainable claims are now present in the narrative of most brands in such diverse aspects as sourcing, production process, packaging, etc. The focus on clean beauty and transparency in formulations, even more accentuated since the hit of Covid-19, is resulting in new natural and synthetic formulas, both in line with eco trends. One of the main challenges in our industry is now to highlight how synthetic and even biotechnological ingredients can be sustainable by avoiding the depletion of natural resources while also being safe for consumers. As for packaging, the main focus will be on combining convenience and sustainability through innovative formats targeting minimum waste and

adopting a cradle-to-cradle or circular design approach. In this sense, flexible formats and refillable containers are gaining in popularity among consumers, mostly of younger generations.

Self-care and wellness

The anxiety generated by the pandemic has inspired cosmetic and personal care brands to promote holistic self-care features and emphasise how fragrances can lift the consumer’s mood in these times of uncertainty.

Consumers believe more and more in the positive and comforting power of fragrances. New product launches in the coming months will likely continue advocating for positivity and happiness, as well as for properties meant to relieve stress and even fix sleep-related problems. Indeed, several leading brands have already started to feature sleep aid in their latest launches.

Ingredients

As a result, ingredients with calming and relaxing properties for both the mind and body are expected to be used more and more. Ginger, CBD and adaptogens (holy basil/tulsi, goji berries, turmeric, ginseng, etc.) are all examples of ingredients that are expected to gain even more popularity in upcoming cosmetic launches to meet the growing demand of consumers seeking to enhance their well-being.

Generation Z

Speaking of growing demand, Generation Z is set to become the most influential group of consumers over the coming decade. As the first digital-native generation, these new consumers will clearly show greater interest in brands that are able to engage with them through virtual consultations and online events on platforms such as YouTube or Instagram Live. This shift also represents an opportunity for brands to face the challenges of the current retail environment,

by helping people imagine and purchase a scent without smelling it first. What is more, these young consumers will connect more deeply with brands that use emotive and sensorial language that reflects their specific values and needs of

independence, inclusion, and self-expression.

Self-expression

Following the topic of Gen Z and their specific aspirations (with little intention to compromise), the BPC industry is witnessing a proliferation of new launches targeting this young cohort through gender-fluid fragrances and empowering messages.

Self-expression, inclusion, and gender fluidity are of paramount importance to Gen Z and how they live their lives. Brands now have to adopt a new approach, one that is based on personalisation and focuses on individuals instead of groups.

This should not only see a higher proportion of ungendered olfactory profiles on the market, but also ambitious marketing campaigns highlighting the multifaceted personalities of modern cosmetics users. Brands should aim to convey precise and explicit values as well as a clear vision of how to create longterm social and cultural change, in order to catch the attention of an audience that no longer believes in brand loyalty.

Sylvain Massé,

Global Marketing Manager,

Iberchem, Murcia, Spain,

www.iberchem.com