Scents in cosmetic products are not just about fragrance; they are integral to consumer experience, offering emotional, psychological, and wellness benefits that influence purchasing decisions and brand loyalty. In a crowded market, scent serves as a differentiating factor for brands, it can enhance a brand’s storytelling and marketing, enticing consumers to explore and purchase products. It can help consumers linger and explore different products from a familiar brand to test out new sensorial/ olfactory experiences.
Mintel’s 2024 BPC Trend NeuroGlow explores how makeup can help boost mood and wellbeing. By combining ingredients born from neuroscience, products can merge selfcare with efficacy, focusing on mental wellbeing and empowering users with healthy skin stories.
Sensorial benefits are key drivers for consumers when buying a beauty and personal care (BPC) product, the product experience can be elevated by focusing on smell and ingredients that bridge the mind-body connection. In fact scent (31%) is the number one factor that attracts French consumers to premium/luxury branded cosmetics. Similarly, scent features in the top four factors (excluding price) which Hispanics look for when purchasing a personal care product.
Makeup can collaborate with industries such as food or wellness to appeal to the senses (sight, smell, touch and sound) while promoting immersive product stories. Superfoods, in particular, can leverage the effect of a scent’s mood-boosting properties. For example, Yensa combines “Superfood Science and Asian Rituals” in its makeup products, aiming to nourish and improve skin over time. This blend of eight superfoods is designed to promote graceful aging by connecting superfoods with cosmetics.
Products integrating mood-boosting elements to elevate makeup include “Shu Uemura Rouge Unlimited Kinu Matte” which creates a multisensorial lip application. Infused with a high concentration of tsubaki oil this lipstick features a scent inspired by Japanese hinoki to create a multisensorial lip application. While “Too Faced Makeup Insurance Setting Spray” contains a blend of antioxidants, green tea and algae extract with a scent that ‘smells like vacation in a bottle’ which claims to ‘boost skin and spirits.
Desire for longevity claims
The development of long-lasting scents in makeup involves innovative formulations that ensure the fragrance remains potent throughout the day. Functional benefits such as longevity of wear are high on the list of priorities for consumers with a quarter of Indian adults saying they would pay more for makeup products with long-lasting fragrance. The longevity of fragrance is not only a value driver but also an integral part of the consumer experience. Some foundations and lip products are being formulated with fragrance components that linger throughout the day. “Westman Atelier’s Liquid Super Loaded Sheer Illuminator” features a sustainable, yuzu-citron scent that is made from safe-for-skin synthetic ingredients to deliver a subtle, calming energy.
Cross-category expansion
Colour cosmetics are not only seeking inspiration from fragrance brands – some fragrance brands are exploring cross-category expansion by recreating popular makeup scents into standalone fragrances. This not only leverages the power of scent but also creates new opportunities for brand extensions and consumer engagement. Huda Beauty has recreated the scent of its “Easy Bake Powder” into a limited edition perfume, recreating the makeup’s powdery and floral scent into a fragrance and opening an opportunity for cross-category expansion leveraging the power of smell.
Reassuring Consumers and
building their trust
While scent plays an important role in the BPC purchasing process, consumers are increasingly concerned about the safety of fragrance ingredients. In the UK and US, there is interest in natural and “clean” fragrances, reflecting a broader trend towards non-toxic and non-irritating formulations. In India, consumers with sensitive skin prefer floral scents from natural ingredients, which are perceived as safer.
Conclusion
While fragrances can entice beauty consumers – brands should be aware of consumer’s concerns over fragrance formulations that include endocrine disruptors (EDCs) like phthalates which have become a significant concern for consumers, particularly in the beauty and personal care (BPC) industry. These chemicals can interfere with the endocrine system, which regulates hormones in the body, potentially leading to various health issues. EDCs are found in everyday products, including cosmetics, food packaging, and pesticides, and exposure can occur through air, diet, skin, and water.
In response to growing consumer awareness and concern, BPC brands have started to emphasise claims like “no estrogen” and “no added hormones” to signal safety and create a quick filter for concerned consumers. This strategy helps reassure consumers and builds trust by highlighting the absence of potentially harmful chemicals in their products.
Amanda Lintott
Senior Analyst, Mintel, London, UK,
www.mintel.com