• 64% of fragrance consumers will be looking for vegan perfumes in 2018
• The Perfume trend most perfume-lovers will be looking forward to is unisex scents
• 60% of consumers would buy a high-street scent
• There is “high interest” in perfumes with “added benefits” such as skincare and mood
enhancements
The fragrance industry has seen two years of disappointing sales, however, according to a Mintel report, 2017 sales appeared to be promising for the sector. The popularity of body sprays, as well as innovations in the perfume industry, have helped drive sales over the last year.
Perfume purveyors at online marketplace OnBuy.com have researched current market trends alongside their own survey of 2,400 perfume consumers in order to reveal the hottest fragrance crazes for the new year.
- Unisex scents
Without a doubt, the biggest trend to invade the perfume scene in 2017 was genderless perfume. Research by bath and shower company Showerstoyou.co.uk discovered that in 2017, 70% of women’s top-voted perfumes contained masculine woody or spicy notes. Many women are wearing gender neutral scents such as Tom Ford’s uber-popular Black Orchid, with others opting to wear traditionally male scents such as Viktor and Rolf’s Spicebomb. Onbuy.com’s survey revealed that 72% would like to try a unisex perfume in 2018.
- High street fragrances
Spendthrift shoppers will be shifting from premium scents to high-street brands in 2018, according to research. Roshida Khanom, Associate Director for Mintel’s Beauty and Personal Care department (BPC) has stated that “consumers remain price-savvy and high-end fashion brands increasingly face competition from beauty and high street fashion brands.” Indeed, over 60% of respondents to our survey on perfume stated that they would buy a high-street fragrance. - Luxury fragrances
Consumers aren’t ready to turn their back on the likes of Chanel, Dior or YSL just yet, though. Survey results revealed that a whopping 80% of consumers still preferred high-end to highstreet. John Lewis has witnessed a 35% year-on-year increase in bottles of perfume with a hefty price tag- namely over £100.
- Minimalist bottles
With the likes of Jo Malone, Diptyque and beauty blogger’s cult brand Byredo leading the way in minimalist bottle design, it appears this trend will be staying put in 2018. Our survey revealed that 48% of perfume-lovers said they preferred a simple bottle design over something more extravagant, with 67% of respondents claiming it made the perfume feel more ‘high-end’. - Vegetable notes
Perhaps a more surprising addition to our 2018 hotlist is the possibility of vegetable notes in perfume for 2018. Rhubarb seems to be the scent du jour, being a big hit in both Thierry Mugler’s 2017 fragrance Aura and Hermes’ Eau de Rhubarbe, where rhubarb takes centre stage. This could well take-off in 2018 as, according to a Mintel report, “women are more experimental” with their
perfumes than ever, with 1 in 5 survey participants admitting they would try a vegetable-based fragrance in 2018.
- Vegan perfume
The rise in veganism is to account for this entry, with many consumers not even aware that their perfumes may contain ingredients tested on animals. According to the survey conducted by OnBuy.com, 64% of fragrance consumers will be looking for vegan perfumes in 2018.
- Perfume with added benefits
Roshida Khanom states in her Mintel report on the fragrance industry that there is a high interest in “fragrances with added benefits”. For example, scents that have skincare benefits or even fragrances that help enhance your mood. Khanom goes on to say that this is “further driving innovation [and] could encourage greater spending as well as introducing new usage occasions in the sector.” According to the perfume-lover’s survey, the most popular added benefit for a perfume was one that was suitable for sensitive skin, with 30% of respondents showing an interest in this.
Full Survey results:
• 60% of respondents to our survey on perfume stated that they would buy a high-street
fragrance
• 48% of perfume-lovers said they preferred a simple bottle design over something more
extravagant
• 67% of respondents claimed a simple design made the perfume feel more ‘high-end’.
• 72% of women want to try a unisex perfume in 2018
• 80% prefer high-end perfume to high-street fragrances
• 23% would buy a perfume with vegetable notes
• 64% will be looking for vegan perfumes in 2018
• Which added benefit would you like to see from your perfume?
o Added vitamins 13%
o Toning effects 4%
o For sensitive skin 30%
o Mood calming effect 9%
o Mood energizing effect 24%
o Mood lifting effect 20%
• Which trend are you looking forward to trying the most?
o Unisex scents 27%
o High-street-fragrances 4%
o Luxury fragrances 11%
o Minimalist bottles 17%
o Vegetable notes 5%
o Vegan perfume 24%
o Perfume with added benefits 12%
OnBuy.com Research