fragrance research booklet

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LOIS BRIDGES
N0784495
FASH101061

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T H E
F R A G R A N C E
M A R K E T
PAGES 6-33 : RESEARCH
PAGES 34-34 : PERSONAL OPINION
PAGES 00-00 : WIDER MARKETS AND THEMES
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THE FRAGRANCE INDUSTRY IS EXTENSIVE AND ESTABLISHED SO TO UNDERSTAND
TRENDS AND FIGURE OUT THE GAP IN THE MARKET PRIMARY AND SECONDARY
RESEARCH IS ESSENTIAL.
PAGES 6-11 : INNOVATION WITHIN THE FRAGRANCE INDUSTRY
PAGES 12-15 : INNOVATIVE BRANDS
PAGES 16-23 : PRIMARY RESEARCH
PAGES 24-25 : CURRENT FRAGRANCE MARKETING MODEL ANAYLSIS
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“
I see a trend in CO2 extraction and molecular distillation
of oils. This is a change in the fragrance profile, amping
up the notes. It’s one way science is impacting the
quality of the oils we’ve been using for decades. As this
becomes more readily available, the price will hopefully
”
go down.
-Darryl Do, Delbia Do & Perfumarie New York
THE FRAGRANCE MARKET IS AN EVOLVING INDUSTRY WHERE NEW
AND EXCITING IDEAS ARE CONSTANTLY BEING SOUGHT AFTER.
SO I DECIDED TO LOOK INTO WHAT IS CURRENTLY SHIFTING AND
ADJUSTING IN THIS INDUSTRY NOW AS WELL AS WHAT COULD
POSSIBLY HAPPEN IN THE FUTURE FOR FRAGRANCE.
“
The big questions around sustainability will help form new
directions in ingredients, be it synthetically derived versions
of naturals, such as Firmenich’s Clearwood, or from a hybrid
of naturals and synthetics that will help our planet’s resources
stretch farther than they do currently.
”
-Angela Stavrevska, CPL Aromas
TECHNOLOGY IS OBVIOUSLY ALREADY
A HUGE PART OF THE FRAGRANCE
INDUSTRY BUT THE ADVANCES WITHIN
IT MEANS THAT FRAGRANCES CAN BE
MADE MORE INTENSE WITH THE USE OF
MOLECULAR DISTILLATION. I THINK
THIS WOULD NOT ONLY GIVE CONSUMERS
THE LONGER LASTING FRAGRANCE THEY
DESIRE BUT IT WOULD ALSO MAKE THEM
FEEL AS THOUGH THEY’RE GETTING
THEIR MONEYS WORTH, SO ARE MORE
WILLING TO SPLURGE ON FRAGRANCE.
IT WOULD BE INTERESTING TO SEE
JUST HOW FAR THEY COULD PUSH THE
TECHNOLOGY, AS A COMPLETELY ECO-
FRIENDLY AND SUSTAINABLE FRAGRANCE
AND PACKAGING WOULD INTEREST
THE ACTIVIST YOUNGER GENERATIONS
WHO CARE FOR THE ENVIRONMENT,
ADDITIONALLY A LONGER LASTING
PERFUME WOULD HOPEFULLY MEAN
LESS CONSUMPTION AND THERE FOR
FURTHERING THE SUSTAINABILITY OF
THE WHOLE INDUSTRY.
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“
The real innovation seems to be in
the development of ‘new’ naturals
by companies such as Grassebased
IFF-LMR Naturals. They are
able to remove – via fractionation
and other techniques – certain
undesirable elements from
naturals, for instance, the ‘dirt’
part of patchouli, which make these
easier for perfumers to work with.
-Josephine Fairley, The Perfume
Society
”
THE DESIRE FOR NATURAL PRODUCTS IS POPULAR ACROSS THE WHOLE BEAUTY
INDUSTRY, BUT IT IS ACTUALLY MORE DIFFICULT TO USE IN FRAGRANCE AS
THE NOTES DO NOT LAST LONG AND THE INGREDIENTS ARE OFTEN ALLERGENS
WHICH PRODUCE REACTIONS ON THE SKIN OF CONSUMERS WITH SENSITIVE
SKIN. SO THE DEVELOPMENT OF ‘NEW’ NATURALS IS A EXCITING TO HEAR
ABOUT FOR NOT ONLY CONSUMERS CONCERNED ABOUT SUSTAINABILITY BUT
ALSO FOR WORKERS IN THE INDUSTRY CREATING THE FRAGRANCES AS THERE
IS LIMITED ELEMENTS IN THE NATURALS WHICH WOULD INTERFERE WITH
PRODUCTION.
“
We use physiological, psychometric and sensory technologies in the
creation of fragrance products. Takasago’s Emotion Lab measures the
effects of scent on the human physiology and psychology, based on
direct and indirect observations of behaviour. Fine fragrance concepts
such as joy, happiness and love can be supported by these techniques
”
which deliver new olfactive characteristics.
-Thibaut Madre, Takasago
I THINK THE TECHNOLOGY AT TAKASAGO IS A TRULY
AMAZING STEP IN THE FRAGRANCE INDUSTRY AND OFFERS
SOMETHING COMPLETELY NEW AND ORIGINAL TO THE
MARKET. THE IDEA OF PAIRING FRAGRANCE AND HUMAN
PHYSIOLOGY AND PSYCHOLOGY IS REMARKABLE AND COULD
REVOLUTIONISE THE WAY WE THINK ABOUT FRAGRANCE.
I THINK THIS COULD BE AN OPPORTUNITY TO PUSH
FRAGRANCE IN THE DIRECTION TOWARDS MENTAL HEALTH
WHICH IS SUCH A BIG ISSUE IN SOCIETY TODAY, THIS
COMBINATION OF INDUSTRIES COULD GIVE FRAGRANCE A
NEW IMPORTANCE.
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“
Cross-category fragrances will start to take off: hair fragrance and fragrance products delivering skincare benefits, even
well-researched psychological benefits, will start to be expected. As encapsulation technology develops, it will move into
beauty categories to offer longer-lasting and multifaceted fragrances. Air care is growing, although it’s not as easy as
people think to get into this market as VOC’s (volatile organic compounds) need to be maintained, and the delivery systems
”
are a substantial part of the set-up cost.
-Darryl Do, Delbia Do & Perfumarie New York
WITH BEAUTY INDUSTRIES CONSTANTLY EVOLVING
AND COMBINING WITH EACH OTHER, IT COMES AS
NO SURPRISE THAT A NEW TREND FOR FRAGRANCE
IS TO BRANCH OFF INTO DIFFERENT CATEGORIES,
ESPECIALLY HAIR FRAGRANCE. WHEN CONSUMERS BUY
A FRAGRANCE THEY WANT TO SMELL LIKE IT ALL
OVER, SO THE IDEA OF HAVING A PERFUME THAT IS
INTENDED FOR HAIR IS APPEALING. YOU CAN THEN
USE THESE PRODUCTS FOR GREAT SMELLING HAIR
WITHOUT WORRYING ABOUT CLASHING DIFFERENT
FRAGRANCES OR WORRYING THAT THE PRODUCTS
AREN’T SUPPOSED TO BE USED ON HAIR.
THE TECHNOLOGY ALSO
ALLOWS CONSUMERS
TO ADD MORE
DIMENSION TO THEIR
PERSONAL FRAGRANCE
BY COMBINING
FRAGRANCES TO
COMPLIMENT A
FRAGRANCE THEY MAY
ALREADY LOVE BUT
CANT FIND A HAIR
MIST OPTION FOR IT.
“
We have seen a rising demand for
hair mists. These are becoming
a popular addition to personal
fragrance and consumers are
treating these as an additional
means by which they can layer
their fragrances – sometimes
combining more than one scent and
other times as a means to add an
extra dimension to their favoured
fragrance. The same is true of
fragrance oils, powders and solid
perfumes.”
”
-Annalise Fard, Harrods
“
Hair perfumes and scented dry shampoos as a category
continue to grow. Sam McKnight used perfumer Lyn Harris
to create the signature fragrance for his haircare line, and
there is a stunning dry shampoo collection from Elizabeth &
James Nirvana. We expect further upmarket home fragrance
developments in terms of room sprays.
”
-Josephine Fairley, The Perfume Society
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THE INDUSTRY OF SCENTED DRY SHAMPOOS ALREADY EXISTS
BUT CREATING A HIGH END OPTION FOR THE HAIR FRAGRANCE
INDUSTRY MEANS THAT HIGH QUALITY FRAGRANCES CAN BE
CREATED TO GIVE CONSUMERS MAXIMUM QUALITY FOR WHAT
THEY’RE PAYING FOR. THE IDEA OF ROOM SPRAYS TO MATCH
YOUR OWN PERSONAL FRAGRANCE IS ALSO INTERESTING AS
THE OPTION IS THERE TO BRING THE SMELL INTO EVERY
ASPECT OF LIFE.

“
“Fragrance is a personal choice, intrinsically linked
to memory and essentially a form of self-expression.
To this end, clients are seeking an experience that
is tailored to them and offers so much more than just
a purchase. We identified this some time ago, and
created Salon de Parfums at Harrods, which offers
a level of service and bespoke experience that is
designed to give the client an immersive experience
that goes beyond merely acquiring a new scent. The
space offers exclusive services such as fragrance
profiling with Penhaligon’s and bespoke tea ceremonies
by Floraïku, as well as fragrance blending from Bond
No 9 and customised bottle caps from Ex Nihilo, to
name just a few.
”
-Annalise Fard, Harrods
“
THE LINK BETWEEN MEMORIES AND SMELLS IS
VERY STRONG AND IT BRINGS WARMTH TO BE
REMINDED OF A LOVED ONE OR HAPPY PLACE AND
TIME WHEN SMELLING A CERTAIN FRAGRANCE.
SO CREATING EXPERIENCES FOR CONSUMERS
WHERE THEY REMEMBER AN ENJOYABLE TIME WHEN
FINDING A NEW FRAGRANCE SHOULD BE USED
MORE.
We continue to see from The Perfume Society’s successful
consumer events with key industry players, including Frédéric
Malle, Floral Street and Miller Harris, that there is a real hunger
for in-depth information about perfume and a fascination with
creators. Consumers are interested in the nitty-gritty, just as they
have become interested in cooking techniques from chefs, not just
recipes. Millennials, in particular, seem to want to ‘look under the
bonnet’ of fragrance, finding out the inside info about how it’s made
and who created it.
”
-Josephine Fairley, The Perfume Society
I THINK OUT OF ALL TRENDS
WITHIN THE FRAGRANCE INDUSTRY,
THE IDEA OF AN AMAZING
FRAGRANCE SHOPPING EXPERIENCE
COULD PUSH THE INDUSTRY TO
BECOME A MORE FRIENDLY AND
INTERACTIVE AREA OF RETAIL.
PEOPLE WANT AUTHENTICITY FROM
BRANDS NOWADAYS SO HAVING
A MEMORABLE AND PERSONAL
OPPORTUNITY COULD BE VERY A
POSSIBLE AND VIABLE OPTION
TO EVOLVE THE INDUSTRY INTO
SOMETHING BETTER.
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“
The fundamentals of describing a fragrance still remain a problem. As retail
moves online, we need to talk about fragrance differently to help the customer
through this complicated world. Dividing fragrances by brand won’t help anyone
when so few brands have a fragrance signature recognisable to the consumer.
Until we can merchandise fragrances into olfactive groups and talk practically
about their ingredients, olfactive effects and potential emotional hooks, shopping
for fragrance will always be confusing and difficult.
”
-Angela Stavrevska, CPL Aromas
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DESCRIPTION OF FRAGRANCE IS OBVIOUSLY DIFFICULT SO FINDING NEW WAYS TO
HOOK IN THE CONSUMERS TO BE INTERESTED AND INTRIGUED BY A FRAGRANCE
THEY’RE MORE THAN LIKELY TO ADVERTISE ONLINE AND ON THE TV. UNTIL THE NEW
TECHNOLOGY OF OLFACTIVE FRAGRANCES BECOME READILY AVAILABLE, THE USE OF
STORYTELLING THE FRAGRANCE INDUSTRY HAS BEEN DEPENDENT ON FOR SO LONG
NEEDS REVAMPING TO MARKET NEW LAUNCHES AND GIVE THEM MEANING.
“
The role of the perfumer is
increasingly woven into the
story, reflecting the trend for
knowledge.
”
-Josephine Fairley, The
Perfume Society
“
Consumers are still asking about the notes – top, middle
and base notes – which construct a fragrance. This
does help give them a general idea of construction of
the accords, but it does not mean that these ingredients
are in the actual fragrance. This distinction needs to
be made clearer to the consumer. The food industry
is ahead of the fragrance industry when it comes to
”
labelling and ingredients.
- Darryl Do, Delbia Do & Perfumarie New York
THE CONSUMERS WANTING TO KNOW ALL THE INFORMATION
ABOUT AND BEHIND THEIR FRAGRANCE SHOWS THAT
STORYTELLING BEHIND EACH KEY INGREDIENT COULD BE
SOMETHING TO MAXIMISE AND SQUEEZE EVERY DETAIL OUT OF.
BUT LISTING THE INGREDIENTS SEPARATELY TO THE NOTES
AND ACCORDS WOULD BE HELPFUL TO CLEAR UP THE SMOKE AND
MIRRORS THAT THE INDUSTRY IS SO WELL KNOWN FOR HAVING.
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FRAGRANCE
FUSION
“
Bespoke perfumes are not entirely new: luxury fragrance houses have been providing
tailored scent services with aromas created and blended by the in-house perfumer, for
years. But brands are now finding ways to allow consumers to create their own scents at
home. In the US, Melange Perfume’s Solid Perfume Blending Palette comprises a kit that
includes four different scents which can be layered together for a bespoke fragrance.
Users can pick from 10 different palettes. Mixologie offers nine roll-on perfumes that
can be worn together and mixed to achieve an individual aroma. Nova’s Scent Bar is an
appointment-only service that creates a personalised formula made by perfumer Julia
Zangrilli. Users can select from a menu of different blends and off-menu oils to create
their own scent.
-www.wgsn.com
”
BRINGING LUXURY PERSONALISATION AND CUSTOMISATION TO MORE A MORE VIABLE OPTION
FOR CONSUMERS MEANS THAT THE INDUSTRY IS BECOMING A MORE LEVELLED PLAYING GROUND
BETWEEN COMPETING PERFUMERS. BUT THIS IS TAKEN A STEP FURTHER WHEN CONSUMERS
ARE ABLE TO COMBINE DIFFERENT FRAGRANCES ON A DAY TO DAY BASIS FOM THE COMFORT
OF THEIR OWN HOME. STICKING TO ONE FRAGRANCE MAY BE A CONSUMER HABIT OF THE
PAST WHEN THEY CAN MIX THEIR OWN SCENTS TOGETHER TO CREATE THEIR OWN SIGNATURE
FRAGRANCE WITHOUT SPENDING THE AMOUNT YOU WOULD IN A LUXURY PERFUMERY.
“
The drive towards new experiences in scent is seeing perfume houses create
products that are useful as well as beautiful. Busy lifestyles require compact
and functional scent applications for the busy, time-poor or on-the-go consumer.
Cushion compacts, a popular format within colour cosmetics, are increasingly
being used as a light, on-the-go scent concept ideal for handbags. Flower By
Kenzo Le Cushion is a scented velvety gel in a light compact, designed to fit
into a make-up bag. Similarly, as well as being lightweight enough to slip into a
pocket, Chanel’s Chance Eau Tendre is a luxuriously designed cushion compact
for consumers wanting to touch up their scent throughout the day. Adding
Instagrammable artfulness to fragrance application, Amkiri has created a visual
fragrance ink gel which can be painted onto the skin, adding another dimension
to wearing scent. The Visual Fragrance technology has a flexibility which moves
with the skin and lasts for up to 12 hours.
”
-www.wgsn.com
FRAGRANCE
ON THE GO
CREATING INNOVATIVE
WAYS TO WEAR
FRAGRANCE IS A BIG
TREND RIGHT NOW,
ESPECIALLY WHEN IT
STARTS COMBING TRENDS
FROM OTHER AREAS
WITHIN THE BEAUTY
INDUSTRY SUCH AS
TEMPORARY BODY ART.
THE SOLID FRAGRANCE
TREND IS ALSO A MORE
SUSTAINABLE OPTION
WHILE BEING EASY FOR
CONSUMERS TO USE AS
THEY LAST LONGER AND
HAVE LESS PACKAGING
THAN NORMAL SPRAY
PERFUMES.
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“
Hermetica is a collection of molecular fragrances inspired by the ancient practice of alchemy, which sought to transform basic metals
into precious materials and to find the ultimate elixir of life. Applying these practices to modern day perfume-making, Hermetica is based
on the belief that finding the perfect perfume relies on the chemical connection between the molecules within a fragrance and one’s skin.
In their quest for the ultimate perfume elixir, Hermetica founders John and Clara Molloy decided to create a revolutionary
collection by not choosing between natural ingredients or synthetic molecules but using a combination of the two.
This hybrid formula, using unique patented technology - Innoscent - and developed by Symrise, is a first-ever in the fragrance
industry. The alcohol-free formula reveals immediately the heart of the fragrance. The result of this modern-day alchemy is four
collections of 13 long-lasting and powerful perfumes plus, Source1 – a unique scent that can be found in all of the fragrances.
Each Hermetica scent is presented in an emerald green lacquered bottle with a golden metallic cap debossed with the Hermetica
logo. The bottle is housed inside a golden perforated cylinder reminiscent of the molecule that carries the perfume to your nose.
”
-www.hermetica.com
IN AN INDUSTRY WHERE INGREDIENTS ARE NAMED DROPPED WITHOUT
ANY TRUE MEAING OR STORY, HERMETICA STANDS OUT AS AN
INNOVATIVE BRAND FOR EXPLAINING THE PROPERTIES AND FEATURES
OF THE INGREDIENTS THEY USE IN THEIR FRAGRANCE. THEIR
WEBSITE EVEN FEATURES A CODEX WHICH BREAKS IT DOWN FOR ANY
CONSUMER INTERESTED IN THE INSIGHTS BEHIND THE INGREDIENTS.
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THEY ALSO OFFER A ‘FIND YOUR FRAGRANCE’ SERVICE ONLINE
WHICH INVOLVES A SHORT QUIZ ABOUT THE CONSUMER’S
PREFERENCES IN ORDER TO SUGGEST A FRAGRANCE THAT MATCHES
THEIR ANSWERS. THEY ALSO PRODUCE A COLLAGE OF ELEMENTS
FROM YOUR ANSWERS WHICH CREATES A PERSONAL CONNECTION WITH
THE CONSUMER WHICH MANY COMPANIES WOULDN’T THINK TO DO.

LE LABO IS A BRAND FOUNDED UPON COMPANY ETHICS AND FOCUSES ON PRODUCING MEANINGFUL
STORIES FOR FRAGRANCES, DIVERGING FROM A MARKET WHICH IS HIGHLY SATURATED WITH
NONSENSE STORIES OVER HIGHLY FEMINISED PERFUME FROM BIG BRANDS. LE LABO IS A GENDER
NEUTRAL BRAND AND WANTS TO MAKE SURE SOLE FOCUS IS ON THE FRAGRANCES THEMSELVES.
THIS BRAND CUTS THROUGH THE FAKE WHICH TAKES UP SO MUCH OF THE FRAGRANCE INDUSTRY
AND PRODUCES IT’S OWN REFRESHING TAKE ON WHAT PERFUME IS AND WHAT IT MEANS.
LE LABO’S MANNIFESTO
We believe...
We believe that there are too many bottles of perfume and not enough soulful fragrances
We believe the soul of a fragrance comes from the intention with which it is created and the attention with which it is prepared
We believe fine perfumery must create a shock - the shock of the new, combined with the shock of the intimately familiar
We believe that fine perfumery must be irreverent
We believe it is more humane to test cosmetics on New Yorkers than on animals
We believe celebrities should pay full price
We believe the future of luxury (hence of perfumery) lies in craftsmanship
We believe in the soulful power of thoughtful hands: hand-picked roses, hand-poured candles, hand-formulated perfumes and handshake agreements
We believe in the passionate souls who work close to us
We believe in Hafiz’s take on life : “Act great, dear. Always act great”
We believe New York made us this way, with a dose of Wabi-Sabi and a few lines from Thoreau
We believe we/you should put away our modern tools and take the time to smell the roses along the way
We believe that we are only young once, but we can be immature forever
And we believe that explanation kills art. Therefore, forget about all of this !
-www.lelabofragrance.com
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SECRET SCENT BOX IS A MONTHLY
FRAGRANCE SUBSCRIPTION SERVICE
WHICH ALLOWS YOU TO DISCOVER 3
DIFFERENT DESIGNER FRAGRANCES
EACH MONTH. THREE 3ML SAMPLES
OF EACH PERFUME IS SENT TO YOU
WITH AN INFORMATION CARD FOR
EACH SCENT, GIVING THE CONSUMER
INSIGHT INTO THE IDEAS BEHIND
THE FRAGRANCES AS WELL AS
BREAKING DOWN THE TOP, MIDDLE
AND BASE NOTE INGREDIENTS. THEY
USE BIG DESIGNER NAMES WHICH
MEANS YOU CAN EXPLORE THE
FRAGRANCE ALL FROM THE COMFORT
OF YOUR OWN HOME.
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SECRET SCENT BOX IS A PLAYFUL WAY TO EXPLORE THE
INDUSTRY AND THE SURPRISE OF NOT KNOWING WHAT YOU’RE
GOING TO RECEIVE WOULD GET CONSUMERS EXCITED, THIS
IS A RARE FEELING IN THIS DAY AND AGE AS CONSUMERS
WOULD USUALLY KNOW EXACTLY WHAT THEY’RE GOING TO GET.
HOWEVER I DO THINK THE PACKAGING AND AESTHETIC OF THE
BRAND IS OUTDATED AND A BIT CHILDISH IN COMPARISON TO
SCENTADDICT.
OVERALL, I THINK FRAGRANCE SUBSCIPTION SERVICES ARE AN INNOVATIVE
WAY TO EXPLORE THE FRAGRANCE MARKET AND CAPTURES THE RETAIL MARKET
OF OUR GENERATION, WHICH IS ALL ABOUT THE CONSUMERS EXPERIENCE
AND EASE OF PURCHASE. SO A SUBSCRIPTION SERVICE WHERE THE PRODUCT
COMES TO YOU, WORKS AROUND PEOPLE’S BUSY LIVES WHERE THEY MAY
NOT GET THE OPPORTUNITY TO GO OUT AND SEARCH THE FRAGRANCE
MARKET FOR THEIR SIGNATURE SCENT. I THINK SUBSCRIPTION SERVICES
ARE CHANGING THE INDUSTRY MUCH LIKE SUBSCRIPTION SERVICES DID FOR
THE GLASSES INDUSTRY WITH BRANDS SUCH AS WARBY PARKER CHALLENGING
AND CHANGING THE WAY CONSUMERS PURCHASE EYEWEAR FOR GOOD.
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SCENTADDICT IS THE FRAGRANCE SHOP’S OWN
SUBSCRIPTION SERVICE WHICH ALLOWS YOU TO CHOOSE UP
TO 12 OF DESIGNER FRAGRANCES, SO THAT YOU RECEIVE
ONE 8ML SAMPLE EACH MONTH. YOU CAN EITHER CHOOSE
12 DIFFERENT FRAGRANCES OR STICK WITH THE SAME
FRAGRANCE EVERY MONTH. THE REFILL SAMPLES YOU
RECEIVE EVERY MONTH ARE PLACED INTO THE ORIGINAL
SCENTADDICT ATOMISER YOU RECEIVE WITH THE FIRST
SAMPLE, CUTTING DOWN THE COST OF PACKAGING.
SCENTADDICT IS A MORE PERSONAL AND CUSTOMISABLE SERVICE AS
YOU ARE ABLE TO CHOOSE WHAT YOU’RE GETTING EVERY MONTH AND
IF YOU ARE UNSURE OF WHAT FRAGRANCE TO GO FOR THERE IS A
TEAM OF FRAGRANCE EXPERTS WHICH ARE HAPPY TO HELP MAKE YOUR
DECISION A LITTLE EASIER. I ALSO THINK THE PACKAGING AND
WHOLE AESTHETIC OF THE BRAND IS MORE REFINED AND SLEEK WITH
THE ATOMISER BEING CONSISTENT AND MOST IMPORTANTLY REFILLABLE.
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AS PART OF MY PRIMARY RESEARCH I DECIDED TO EXPLORE THE
DIFFERENCE IN FRAGRANCE BETWEEN DIFFERENT AGES OF CONSUMERS,
AND TO SEE IF THERE WAS A HUGE DIFFERENCE IN THE TYPES OF
FRAGRANCE THEY OWNED. I GATHERED 5 FRAGRANCES FROM EACH FEMALE
PARTICIPANT AND COMPARED THE FRAGRANCES THEMSELVES, I ALSO
ASKED THEM HOW THEY’D DESCRIBE THEIR EXPERIENCE WITH FRAGRANCE.
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NARCISO RODRIGUEZ FOR HER
NEXT: JUST PINK
DOLCE AND GABANA THE ONE
GUCCI BLOOM
COCO CHANEL MADEMOISELLE
AGE:49
“
I either buy my own perfume or receive
them as gifts, but I will only receive the
perfumes I have loved for years as gifts,
the rest are ones that i’ve tried in a shop
and bought for myself.
”
THIS COLLECTION CONTAINS BIG DESIGNER
BRANDS WHICH DOESN’T MAKE IT SURPRISING
THAT IT BELONGS TO AN OLDER WOMAN AS
SHE WOULD HAVE EXPERIENCE AND KNOW WHAT
BRANDS SHE LIKES AS WELL AS HAVE THE
MONEY TO PURCHASE THE FULL SIZED BOTTLES.
AGE:20
XO BY TED BAKER
MIU MIU
HOLLISTER CALI VIBES
SEE BY CHLOE
MISS DIOR
“
I’m starting to buy more expensive
fragrances for myself as I’m earning but
before that I would either buy perfumes
from retail stores or have mini testers
from my friends that work in the
industry.
”
THIS COLLECTION CONTAINS A FEW POPULAR BIG
FRAGRANCE AS WELL AS SOME MORE HIGH STREET
BRANDS, SHOWS THAT THIS PERSON IS STILL TRYING
TO FIND A FRAGRANCE TO COMMIT TO BEFORE
SPENDING MONEY ON A BIGGER BOTTLE.
ZOELLA: BODY MIST
BEYONCE HEAT: WILD ORCHID
NEXT: SUMMER SUN
HOLLISTER: REEFSIDE BEACH
ZOELLA: BAKE MY DAY
AGE:13
“
I get perfume as presents or I will buy a
set which comes with little ones so I can
try each one and maybe ask for the big
bottle for birthdays/Christmas.
”
WITH A RANGE OF POPULAR CELEBRITY ENDORSED
FRAGRANCES TO HIGH STREET FAVOURITES, THIS
COLLECTION SUGGESTS A YOUNGER GENERATION
AS THERE IS NO COMMITMENT TO A BRAND OR
FRAGRANCE WHICH YOU WOULD EXPECT FROM OLDER
GENERATIONS.
I THINK THAT THIS PRIMARY RESEARCH WAS HELPFUL AS
IT SHOWED ME THE DIFFERENCE BETWEEN GENERATIONS
WHEN IT COMES TO FRAGRANCE, AND HOW TO TARGET
EACH ONE SEPARATELY. I THINK PRICE IS A VERY BIG
PART OF FRAGRANCE AND THE IDEA BEHIND COMMITTING
TO ONE SCENT COULD BE BECAUSE OF THE PRICE POINT,
ESPECIALLY WHEN IT COMES TO BIG-NAMED BRANDS.
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INSTAGRAM POLLS
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INSTAGRAM POLL
Analysis
IT WAS INTERESTING TO
SEE LYRICS FROM MUSIC CAN
INFLUENCE PURCHASING CHOICES
OF CONSUMERS, ESPECIALLY
RAP AND GRIME ARTISTS WHO
ARE MORE LIKELY TO DROP BIG
BRAND NAMES TO FLEX THEIR
WORTH. THIS MAY BE A GOOD
INDUSTRY TO GET INVOLVED WITH
AS MOST MUSIC ARTISTS ARE
IDOLISED BY YOUNG GENERATIONS
AND THEREFORE INFLUENCE
PURCHASING DECISIONS.
IT ALSO SURPRISED ME THAT AIRPORT DUTY FREE
AREAS WOULD STILL BE A BIG INFLUENCE IN
FRAGRANCE PURCHASES FOR A YOUNG GENERATION,
BUT OBVIOUSLY THE OFFERS AND LACK OF
VAT MAKES IT A CHEAPER OPTION FOR MONEY
CONSCIOUS YOUNG PEOPLE.
WHO INFLUENCES
YOUR PERFUME
CHOICE?
WHAT COULD MAKE
A PERFUME COOL/
TRENDY?
THE SUGGESTION OF A PLAYLIST
COMING WITH A FRAGRANCE WAS
MY FAVOURITE AND OPENS UP A
WHOLE NEW WAY OF EXPLAINING
THE CONCEPTS AND STORIES BEHIND
A FRAGRANCE. THIS COULD BE
PUSHED INTO MANY DIFFERENT
DIRECTIONS EITHER INTO A DEEPER
AND EMOTIONAL WAY OR INTO A
MORE INSPIRING AND ATMOSPHERIC
DIRECTION.
I THINK BOTTLE AESTHETICS AND
SUSTAINABILITY COULD WORK WELL TOGETHER
TO PRODUCE AN IMAGE DRIVEN PERFUME WHICH
CAPTURES THE IMAGINATION OF YOUNG PEOPLE
AS WELL AS ALLOWING THEM TO PURCHASE
SOMETHING WHICH ACTIVELY DOES SOMETHING
ABOUT THE ENVIRONMENTAL PROBLEMS WE FACE
TODAY.
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WOULD YOU GO TO AN INTERACTIVE PERFUME EXPERIENCE?
THIS POLL RESULT WAS SURPRISING AS I DIDN’T EXPECT
THE VOTE TO BE AS CLOSE AS IT WAS, INSTEAD I EXPECTED
THERE TO BE A MAJORITY VOTE FOR ‘NO’ AS IT IS A COMMON
KNOWN JOKE THAT YOUNG GENERATIONS ARE LAZY AND RELY ON
ONLINE SERVICES. HOWEVER, THIS RESULT DOES MAKE SENSE
AS INDIVIDUALITY IS A KEY CHARACTERISTIC OF YOUNG
GENERATIONS AS THEY WANT TO STAND OUT AGAINST OTHER
PEOPLE. IT WOULD BE INTERESTING TO SEE WHAT SPECIFIC TYPE
OF INTERACTIVE EVENTS THAT PEOPLE WOULD BE INTERESTED IN
GOING TO, AND WHETHER THESE COULD WORK WITH FRAGRANCE.
WOULD YOU BUY A PERSONALISED PERFUME?
AGAIN THIS POLL RESULT SURPRISED ME AS I THOUGHT THERE
WOULD BE A MORE OVERWHELMING RESULT FOR ‘YES’ TO A
PERSONALISED PERFUME. HOWEVER, CUSTOMISABLE PERFUME IS A
CURRENT INNOVATION SO THE IDEA MAY NEED TO BE THOUGHT OUT
AND MORE ESTABLISHED BEFORE MORE CONSUMERS ARE INTERESTED.
I THINK THIS SMALL MAJORITY STILL SUGGESTS THAT THERE IS
STILL AN OPPORTUNITY TO DIVE INTO THE CUSTOMISATION OF
FRAGRANCE AND CHANGE THE WAY THE INDUSTRY WORKS.
ARE YOU MORE LIKELY TO BUY SOMETHING IF THE ADVERTISING
IS FUNNY OR LOOKS GROOVY?
THIS POLL RESULT SURPRISED ME IN A WAY BECAUSE I THINKING
ABOUT WHAT ADVERTISING CAMPAIGNS GO VIRAL AND DO WELL
WITH YOUNGER GENERATIONS, I THINK OF SHOCKING AND FUNNY
CAMPAIGNS THAT DEMAND ATTENTION. BUT IN CONTRAST YOUNG
GENERATIONS ARE MORE DRAWN TOWARDS THE AESTHETICS OF
A BRAND/PRODUCT AND THEREFORE MORE LIEKLY TO PURCHASE
SOMETHING THAT FITS THE IMAGE THAT IT POPULAR AND
TRENDING. GOING TO, AND WHETHER THESE COULD WORK WITH
FRAGRANCE.
21

AS PART OF MY PRIMARY
RESEARCH I WENT TO
LONDON WHICH IS THE
PERFECT PLACE TO GATHER
RESEARCH DIRECTLY FROM
PEOPLE WORKING IN THE
FRAGRANCE THAT CAN OFFER
INSIGHTS AND KNOWLEDGE
INTO THE INDUSTRY THAT
WOULD USUALLY BE HARD
TO GATHER. WE EXPLORED
DEPARTMENT STORES WITH
BIG BRAND FRAGRANCE
SECTIONS AS WELL AS
EXPLORING THE MORE
BOUTIQUE FRAGRANCES
STORES TO GATHER A BREDTH
AND DEPTH OF INSIDER
KNOWLEDGE.
AS FAR AS DEPARTMENT STORES GO,
LIBERTY IS PROBABLY ONE OF THE
BEST PLACES TO GO FOR FRAGRANCE
RESEARCH AS IT HOUSES SOME OF THE
MOST SOUGHT AFTER BOUTIQUE AND
LUXURY BRANDS IN THE INDUSTRY.
I WAS REALLY INSPIRED BY HOW
DIFFERENT THE SECTIONS FOR WHERE
THE BIG BRAND WERE, FROM DIPTIQUE
TO LE LABO THE WHOLE ATMOSPHERE
CHANGED AND SUITED THE AESTHETIC
OF THE DIFFERENT BRANDS. THIS IS
COMMON FOR DEPARTMENT STORES FULL
OF COMPETING BRANDS IN THE SAME
PLACE BUT THE WAY LIBERTY GIVES
BRANDS SPACE TO DO EXACTLY WHAT
THEY WANT AND PROJECT THEIR VISION
WAS CAPTIVATING AND DIFFERENT.
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“
We have many raunchy
names behind our
WE
products, such as the
obvious orgasm blush and
deepthroat lipstick, but
our founder came up with
the name and story before
the actual colour, the
colour is supposed to give
a flushed colour which
would appear after sex
and this is universal on all
skintones.
”
-Nars Cosmetics
Representative
22
BRANCHED OFF
INTO THE WORLD OF
MAKE UP TO TALK TO
SUCCESSFUL BEAUTY
BRANDS WHICH COULD
GIVE US INSIGHTS WHICH
COULD BE APPLICABLE
TO FRAGRANCE. WE
WERE SURPRISED TO
HEAR FROM NARS THAT
THE PRODUCTS WITH
THE RAUNCHIEST NAMES
SELL THE BEST AS THEY
CREATE A REBELLIOUS
HYPE AMONGST CONSUMERS
AS IT MAKES THOSE WHO
BUY THE PRODUCT FEEL
RISQUÉ AND BRAVE.

GUCCI’S NEW FRAGRANCE RANGE ‘THE ALCHEMIST’S GARDEN’ IS A
DECADENT NEW LINE WHICH CAPTURES EACH HERO INGREDIENT, THESE
CAN THEN BE LAYERED ON TOP OF EACH OTHER TO CREATE A UNIQUE
SIGNATURE SCENT WITH ALL 48 COMBINATIONS. EACH FRAGRANCE
HAS IT’S OWN ANIMAL PERSONALITY WHICH CREATES A FUN AND
MYTHOLOGY-STYLE EFFECT WHEN COMBING FRAGRANCES. THE WHOLE
IDEA IS TO MAKE THE CONSUMER THE ALCHEMIST AND EXPERIMENT
THEMSELVES, THIS WAS OBVIOUS FROM THE STUNNING DISPLAY WHICH
INVITED PEOPLE TO INTERACT.
“
Our ‘Fucking Fabulous’
fragrance sold really well,
not just here in Selfridges
but globally it had huge
publicity and exposure, and
the problem we experienced
was people loving the
fragrance but needing us
to censor the name so they
could gift it to their son for
example. But they ended up
censoring it anyway and it
sells just well if not better
because it looks as though
the censorship was intended.
”
-Tom Ford Representative
WHEN LOOKING INTO
AÉSOP’S FRAGRANCE
RANGE, CAME ACROSS
THEIR ‘POST POO’
DROPS WHICH WAS
SHOCKING AS THIS
DEVIATES FROM
AÉSOP’S USUAL
SERIOUS AND MATURE
BRAND IMAGE. BUT
THIS WORKED WELL
BECAUSE IT KEPT
THE SERIOUSNESS OF
THE BRAND WHICH
WOULD ACTUALLY
WORK WELL IN A
HOME ENVIRONMENT
AS YOU KEEP THE
PRODUCTS ON DISPLAY
WITHOUT ANYONE
BEING SHOCKED
LIKE THEY WOULD
WITH THE SIMILAR
PRODUCT OF ‘VIP-OO’
BY AIRWICKS, IT’S
SUBTLETY AT ITS
FINEST.
TALKING TO TOM FORD WAS INSIGHTFUL INTO THE WORLD OF
SHOCKING CONSUMERS IN ORDER TO PROMOTE THE FRAGRANCE.
TOM FORD HAS A HISTORY OF SHOCKING THE WORLD AND WANTS
TO MAKE PEOPLE LAUGH AND FEEL EMPOWERED WHEN THEY’RE
WEARING ANY TOM FORD PRODUCT, EVEN THE MAKE UP IS
RAUNCHY AND RISQUÉ BUT IT FITS THE BRAND. PEOPLE WILL
INVESTIGATE THE BRAND ONCE THEY SEE SOMETHING SONE
DIFFERENTLY AND THEN IF THEY LIKE IT THEY’LL DEVELOP
AND AFFLICTION FOR BUYING THE PRODUCT.
23

STRENGTHS
-CONSUMERS ARE LOYAL TO BRANDS WHEN
THEY FIND A FRAGRANCE THEY LIKE
-ALWAYS A DEMAND FOR FRAGRANCE
-HIGH PROFIT MARGIN
-LOTS OF CELEBRITY ENDORSEMENT
-CONSTANT PRODUCT INNOVATION
-ESTABLISHED INDUSTRY HISTORY
OPPORTUNTIES
-GENDERLESS OPTIONS BECOMING MORE
VIABLE
-STORYTELLING HAS BECOME BORING AND
MEANINGLESS
-SMALLER BRANDS SHOWING GROWTH
AGAINST BIG COMPETITORS
-NEW TECHNOLOGY TO HIT THE MARKET
-SUSTAINABLE PRODUCTS ARE MORE VIABLE
-ONLINE MARKET PLACES CREATES A NEW
PATH TO EXPLORE
S
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WEAKNESSES
THREATS
-HIGHLY COMPETITIVE INDUSTRY
-MARKET IS DOMINATED BY LARGE
ESTABLISHED BRANDS
-LIMITED DIVERSITY IN FRAGRANCE
MARKET
-DEMAND CAN BE SEASONAL
-DECLINE OF DEPARTMENT STORES
-COMPETITION FROM HIGH STREET RETAIL
STORES
-EXPENSIVE TECHNOLOGY RESEARCH AND
USE
-SHORTAGE OF TRAINED AND SKILLED
EXPERTS
-OVERWHELMING LAWS AND REGULATIONS
24

-via www.giuliawutz.wordpress.com
THIS EXISTING CONSUMER
PROFILE CAPTURES NOT ONE
BUT TWO CONSUMER PROFILES
FOR THE BRAND RICK OWENS,
WITH A FEW LINES OF
PERSONAL INFORMATION TO
REINFORCE THE VISUALS. I
THINK THIS CAPTURES THE
CONSUMERS OF RICK OWENS
WELL AND THE DIFFERENCE
OF CULTURES SHOWS HOW THE
BRAND WOULD BE ABLE TO
STRETCH ACROSS THE GLOBE.
IF I WERE TO IMPROVE THIS
PROFILE I WOULD ADD MORE
PERSONAL DETAILS ABOUT WHAT
MATTERS TO THEM SUCH AS
BIGGER SOCIAL ISSUES THAT
CONCERN THEM.
EXISTING CONSUMER
PROFILE
RICK OWENS’ FRAGRANCE LAMYLAND
25

PAGES 30-41 : BRANDS I THINK ARE DOING SOMETHING INTERESTING
PAGES 42-43 : PERSONAL FAVOURITES WITHIN THE FRAGRANCE INDUSTRY
26

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LUSH IS A BRAND THAT IS KNOW FOR THEY’RE AMAZING SMELLING STORES WHICH
DRAW PEOPLE IN SO THE FRAGRANT BATH BOMBS ON OFFER, BUT WHAT MANY
DON’T KNOW IS THAT THEY HAVE THEIR OWN PERFUME RANGE WHICH IS A BRAND
WITHIN ITSELF REALLY. THE FOUNDERS MARK AND SIMON CONSTANTINE WANTED
TO CREATE MORE ARTISTICALLY EXPRESSIVE FRAGRANCES TO COMPETE WITH
THE CURRENT MARKET WHICH DEPENDS ON CELEBRITIES AND TRENDS. SO THEY
STARTED TO TAKE INSPIRATION FROM EVERYTHING THEY COULD, TRAVELLING
EXPERIENCES, MUSIC, ART, WRITING, ETC. AN DESCRIBED IT AS A ‘GUERILLA’
APPROACH MUCH LIKE MARKETING BUT THE NAME ‘GORILLA’ CAME FROM THE IDEA
THAT THEY WERE ‘BIG BURLY DUDES’ WHO WERE MAKING DELICATE PERFUMES.
Perfume is something very special to us, we really view it more of an art form so we like to say that perfume is art
for the nose, so just like painting is art for the eyes or music is art for the ears. We believe that perfume is a complete
“artistic expression that’s regardless of trends or celebrities or commercials.
”
“
Perfume is really about what’s inside and what that means for us is using beautifully ethically sources super highquality
essential oils that go into these perfumes and that’s going to last really long on the skin and really create
a story on your skin as the day unfolds.
”
28

LUSH RECENTLY OPENED THEIR BIGGEST STORE EVER IN LIVERPOOL WHICH SPANS
OVER THREE FLOORS AND CONTAINS; A HAIR LAB, A SPA, A PERFUME LIBRARY
AND A HUGE STORE WITH ALL LUSH PRODUCTS. THIS IS A WHOLE RETAIL
EXPERIENCE IN ITSELF AND ALLOWS CUSTOMERS TO COME IN A EXPERIENCE ALL
SIDES OF THE BRAND IN ONE PLACE WITHOUT FEELING OVERWHELMED MUCH LIKE
YOU WOULD IN THEIR USUALLY SMALL AND CRAMPED LOCATIONS.
THE PERFUME LIBRARY CONTAINS BOOKSHELVES OF HAND CHOSEN BOOKS BY THE
FOUNDERS ON THE HISTORY OF FRAGRANCE AS WELL AS THE CREATION OF SOME
OF THE MOST INFLUENTIAL AND ICONIC FRAGRANCES EVER. IT ALSO HOMES
29 EXCLUSIVE FRAGRANCES WHICH ARE DEDICATED TO LUSH’S ESTABLISHED
FRAGRANCE HISTORY, THESE COME IN THE SOLID FORM AS WELL AS THE BODY
SPRAY ALTERNATIVE.
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I THINK THE INCLUSION OF
THE PERFUME LIBRARY IN THIS
STORE CREATES AN EXCLUSIVITY
ABOUT THE FRAGRANCES AT LUSH
AND ALSO PROVIDES BACKGROUND
ON THE INSPIRATION BEHIND
THE FRAGRANCES THEY OFFER
AS WELL AS THE MOST ICONIC
FRAGRANCES WHICH HAVE SHAPED
THE FRAGRANCE INDUSTRY. THE
LIBRARY MAKES A MEMORABLE
EXPERIENCE WHICH IS LACKING
DURING THIS TREND OF DYING
RETAIL SPACES.
29

“
Stories don’t always start with ‘Once upon a time’ and end neatly, in a linear fashion. Sometimes they begin with a
hypnotising top note and end in a curious smokiness, unearth the controversial and end in a question, not an answer.
The artful perfumer can tell a story in shades of tart blackcurrant and Sicilian lemon, coupled with the alchemy of your
own skin. Strip away the commercial aspect of perfumery - the heavy reliance on synthetics and saccharin celebrityendorsed
bottles - and you are left with the personal.
”
-www.lush.com
THE FOCUS THAT LUSH PUT ON
STORYTELLING IS REFRESHING
AND CHALLENGES ALL THE BIG
NAMED BRANDS WHICH SPEND SO
MUCH ON STORYTELLING WHICH IS
THEN LOST IN TRANSLATION WITH
THEIR CONFUSING AND SEEMINGLY
MEANINGLESS ADVERTISEMENTS FOR
THE FRAGRANCE. LUSH MAKES SURE
THE STORY IS THE CENTRE OF
ATTENTION AND WHAT THE CONSUMER
FOCUSES ON WHEN THEY PURCHASE
THE FRAGRANCE. THE CREATORS
WANT THE CONSUMERS TO EXPERIENCE
THE SAME RUSH OF EMOTIONS THEY
FELT WHEN THINKING OF THEIR OWN
EXPERIENCES WHICH THE FRAGRANCES
ARE INSPIRED BY.
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THERE IS REAL THOUGHT AND PROCESS FOR LUSH
TO CREATE FRAGRANCES THAT THEYR’RE PROUD TO
PUT INTO THEIR STORES, THEY DON’T WANT TO ADD
MORE MEANINGLESS PERFUMES TO A MARKET ALREADY
OVERWHELMED WITH FRAGRANCES CREATED WITH NO
MEANING OR PURPOSE OTHER THAN TO SELL. IN THIS
WAY LUSH IS AN INNOVATIVE BRAND WHICH PRODUCES
PRODUCTS THEY BELIEVE IN AND WANT PEOPLE TO FALL
IN LOVE WITH.
“
Perfume has the unnerving
ability to skip past our emotional
defences and to access memories
and feelings long thought buried.
If you strike the right chord (or
accord, in perfumery jargon), you
can bring back a dearly departed
loved one or a childhood moment
lost in the recesses of your
subconscious. It is an extremely
powerful medium, more so than
any other art form, I believe.
Maybe it is this that prevents
us from creatively exploring
scent further. Is it too real?
-Simon Constantine
”

“
In a market flooded with cheap synthetics, Simon’s experience of ingredients buying within Lush has propelled Gorilla forward
as an antidote to insipid, mass-manufactured fragrances. “A pricing race to the bottom means that the fancy bottle you buy in
an airport duty-free store is often the most expensive part of your purchase,” he explains. “The pale liquid inside that bottle is
a mix of cheap synthetic chemicals that are nature’s photocopies, bearing little resemblance to the original. These chemicals
are useful in moderation, but the modern perfumer’s dependence on them to cut costs means that most mass-market
perfumes are thin in odour and in creative expression.” In contrast, Mark and Simon’s use of the finest essential oils evoke our
primal responses to plants and flowers used medicinally and in aromatherapy for centuries. And without an over-reliance on
”
synthetics, Gorilla perfumes may smell different to high street versions touting the same ingredients.
-www.lush.com
THE GENUINE EMOTIONAL ATTACHMENT
TO THE FRAGRANCES THEY MAKE
SHOW THAT LUSH IS DIFFERENT TO
EVERY BRAND CLAIMING TO TELL
STORIES. THIS WOULD EXPLAIN WHY
LUSH CONSUMERS ARE SO BRAND
LOYAL AND FEEL CONNECTED TO
THE BRAND ON A PERSONAL LEVEL.
SEEING FRAGRANCE AS AN ART
FORMS ALLOWS LUSH TO PRODUCE
PERFUMES THAT ARE SO UNIQUE AND
DIFFERENT TO ANYTHING ELSE THAT
IS AVAILABLE ON THE MARKET.
HOWEVER, LUSH IS NOT KNOWN FOR IT’S
PERFUMES AND MANY WOULDN’T KNOW THAT THEIR
PERFUMES ARE SOLID AND SUSTAINABLE. NOT
ONLY ARE THEY MISSING OUT ON A TRICK BY
NOT MARKETING THEIR PERFUMES SPECIFICALLY,
THEY’RE ALSO ALLOWING THIS ONE DIMENSIONAL
VIEW OF LUSH BEING A BATH BOMB SHOP TO
CONTINUE TO BECOME MORE PROMINENT AMONGST
CONSUMERS.
31

IN 2015, LUSH LAUNCHED SCENTED CINEMAS ACROSS THE
GLOBE WHICH PRESENTED DIFFERENT FILMS AT DIFFERENT
LOCATIONS. FOR EACH FILM THEY CREATED A RANGE OF
FRAGRANCES WHICH TIED IN WITH CERTAIN SCENES OF THE
FILMS SO THAT THE AUDIENCE COULD HAVE A COMPLETELY
NEW AND SENSORY EXPERIENCE OF THAT FILM. THIS IS
SUCH AN INNOVATIVE CONCEPT AND I WAS SURPRISED
TO FIND OUT HOW LONG A GO THIS CAMPAIGN LAUNCHED
BECAUSE IF IT WERE TO HAVE LAUNCHED NOW WITH THE
WAY SOCIAL MEDIA STORMS GO NOWADAYS IT WOULD HAVE
GONE VIRAL VERY QUICKLY.
THIS EXCLUSIVE RETAIL EXPERIENCE
ALSO SUPPLIED THE GUESTS WITH
COMPLIMENTARY FOOD AND DRINK,
AS WELL AS A GOODIE BAG PACKED
WITH PROPS TO SNIFF AND SMELL
DURING THE FILM TO GIVE EACH
CHARACTER OR ICONIC SCENE A
SIGNATURE FRAGRANCE. THE GOODIE
BAGS ALSO CONTAINS LIMITED
EDITION LUSH PRODUCTS INSPIRED
BY THE FRAGRANCES ASSOCIATED
WITH THE FILM. THIS IS CLEVER AS
IT REMINDS THE CONSUMER OF THE
EXPERIENCE EVERY TIME THEY USE
THE PRODUCT, HOPEFULLY SPARKING
A NEW FOUND LOVE FOR THE BRAND.
WHEN READING REVIEWS
AND EXPERIENCES ONLINE,
EVERYONE RAVED ABOUT
THE THOUGHTFULNESS
SURROUNDING THE WHOLE
EVENT AND THAT THEY
WOULD LOVE FOR LUSH TO
DO MORE OF THESE EVENTS.
THIS SHOWS THAT ONCE
PEOPLE HAVE A POSITIVE
RETAIL EXPERIENCE THEY
ARE MORE LIEKLY TO ATTEND
MORE. THERE ALSO SHOWS
THAT THERES A GAP IN THE
FRAGRANCE MARKET FOR
INTERACTIVE AND IMMERSIVE
EXPERIENCES WHICH GETS
CONSUMERS EXCITED.
32

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IN 2017 LUSH LAUNCHED VOLUME VI:
GORILLA PERFUME TOUR, AN IMMERSIVE
FRAGRANCE EXPERIENCED CREATED WITH
THE HELP OF HAL SAMPLES, AN ARTISTS
AND PHOTOGRAPHER FROM DALLAS WHO
HAS WORKED WIITH BIG NAMES SUCH AS
BANKSY. MARK AND SIMON CONSTANTINE
WANTED SAMPLES TO SHARE HIS AMAZING
AND VIVID LIFE STORY IN THE FORM OF
AN EXCLUSIVE RANGE OF FRAGRANCES
WHICH CAPTURE THE ADVENTURES OF
SAMPLES’ EXCITING LIFE. THESE WERE
THEN TO BE LAUNCHED IN AN IMMERSIVE
ADVENTURE OF EXHIBITS CREATED
BY SAMPLES TO PROVIDE A VISUAL
EXPERIENCE TO COINCIDE WITH EACH
FRAGRANCE IN THE RANGE.
SCENTS IN THE COLLECTION INCLUDE:
BLACKCURRANT ANGEL, TANK BATTLE,
RENTLESS, SWEET GRANDMA, MODEL, WHAT
WOULD LOVE DO, IAMESH, THE SECRET
GARDEN, ROAD FROM DAMASCUS, MANOUCHE
ZATAAR, CARDAMOM COFFEE, I’M HOME AND
AMELIE MAE.
I THINK THIS FRAGRANCE EXPERIENCE IS ANOTHER EXAMPLE OF
HOW LUSH CREATES EMOTIONAL CONNECTIONS BEHIND PRODUCTS,
AND SHOWS IT’S CONSUMERS BACKSTORY AND MEANING TO EACH
ONE. THIS IS RARE IN THE CURRENT MARKET WHERE BRANDS
WILL NOT GIVE ANY AFTERTHOUGHT AS TO HOW THE PRODUCT
WILL INFLUENCE AND CONNECT WITH THE CONSUMER ON A DEEPER
LEVEL THEN JUST SMELLING GOOD.
33

“
Fragrance Lab has been designed
to do two things: to help you
explore the outer reaches of
scent, and to offer a product
tailored to your personality,
behaviour and mindset – your
essence distilled into a scent.
The future of retailing will be less
about choice, and more about
selection. In Fragrance Lab, we’re
inviting each visitor to be part
of an experiment, putting this to
the test.
-Chris Sanderson, CEO of The
”
Future Laboratory.
IN 2014, SELFRIDGES CREATED THE FRAGRANCE
LAB IN COLLABORATION WITH THE FUTURE
LABORATORY, CAMPAIGN AND GIVAUDAN. THE
FRAGRANCE LAB WAS AN INTERACTIVE POP UP
IN SELFRIDGES WHICH ALLOWED CUSTOMERS TO
FILL OUT A SERIES OF QUESTIONS TO CREATE A
ROUGH PERSONALITY PROFILE. AFTER THIS THE
GO THROUGH MULTIPLE ACTIVITIES WHICH IS ALL
GUIDED BY A NARRATOR IN A WHITE LAB COAT.
AFTER THEY HAVE EXPERIENCED ALL THE SPACES
THEY ARE TAKEN THROUGH THE LAB ITSELF
WHERE THEY COLLECT THEIR SIGNATURE SCENT
CREATED BASED OFF THEIR ANSWERS TO ALL
THE QUESTIONS AND RESPONSES TO EACH TASK.
EVERYTHING DOWN TO THE BOTTLE AND LABEL
IS TAILORED TO THE INDIVIDUAL, MAKING THEM
FEEL LIKE THE ONLY PERSON IN THE WORLD WHEN
PARTICIPATING.
THIS FRAGRANCE EXPERIENCE HAS BEEN DESCRIBED
AS ‘DISTILLING PERSONALITIES’ AND THINK THAT
IS EXTRAORDINARY THAT A BRAND IS ABLE TO TAKE
SMALL THINGS ABOUT YOUR PERSONALITY WHICH YOU
MAY CONSIDER INSIGNIFICANT OR SMALL AND BLOW
THEM INTO A FRAGRANCE INSPIRED BY YOURSELF.
WITH YOUNGER GENERATION CRAVING INDIVIDUALITY
AND EXCLUSIVITY, THIS IS A PERFECT EXAMPLE OF
HOW TO MARKET PERSONALISED FRAGRANCES TO ALL
GENERATIONS WITH THE GUARANTEE OF A MEMORABLE
AND ENJOYABLE EXPERIENCE TO TAKE AWAY WITH
YOU.
34

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THE QUALITY TO WHICH THE LAB ITSELF WAS EXCEPTIONAL AND REALLY CAPTURES
A PROCESS OF EXCITING AND UNKNOWN SCIENCE. THE INSTALLATIONS WERE
CAPTIVATING AND COULD REALLY TRANSPORT YOU TO A SURREAL WORLD WHERE ALL
YOU WERE FOCUSED ON WAS YOURSELF AND THE FRAGRANCE AROUND YOU. THIS
IMMERSIVE EXPERIENCE IS A RARE RETAIL EXPERIENCE, BUT WHEN IT IS DONE TO A
HIGH STANDARD CONSUMERS WHO DIDN’T KNOW ABOUT THE EVENT IN THE FIRST PLACE
FEEL AS THOUGHT THEY MISSED OUT, LEAVING ROOM FOR MORE EXCLUSIVE EVENTS.
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THE PERFUME AT THE END OF THIS EXPERIENCE IS THEN EXPLAINED
TO THE CONSUMER ABOUT HOW AND WHY EACH DECISION MADE BEFORE
AND DURING THE FRAGRANCE JOURNEY HAS AFFECTED THE END
PRODUCT. THIS LEAVES THE CONSUMER WITH CLARITY AS TO WHY THE
HIGHLIGHTED PERSONALITY TRAITS THEY ARE SAID TO HAVE CAN
HELP TO CREATE SUCH A FRAGRANCE. I THINK THIS EXPLANATION
AFTER THE EXPERIENCE IS VITAL AS CONSUMERS OF THE FRAGRANCE
INDUSTRY WANT TO KNOW THE STORY BEHIND THEIR FRAGRANCE AND
WHY EACH NOTE AND ACCORD HAS MEANING, ESPECIALLY WHEN IT IS
A PERSONALISED FRAGRANCE.
35

IN 2011, SEPHORA CREATED THEIR SENSORIUM POP-UP PERFUME
MUSEUM TO CREATE A FRAGRANCE EXPERIENCE THAT COULD CHANGE
THE WAY CONSUMERS VIEW THE INDUSTRY. IN COLLABORATION WITH
THE FRAGRANCE HOUSE FIRMENICH, SEPHORA WANTED TO USE THEIR
EXTENSIVE KNOWLEDGE OF FRAGRANCE MARKET TO ENGAGE CONSUMERS
WITH THE STORYTELLING THAT IS FUNDAMENTAL TO CREATING AND
MARKETING PERFUME.
We immersed ourselves in the research, got a master
class in perfume from the perfumers and marketers at
Firmenich, and hosted focus groups at our office in Los
Angeles. Our team discovered that few young American
women were seeking out perfume, but not because
they weren’t intrigued. They’d become over-saturated
with options, targeted by seduction-heavy ads aimed
at an older demographic, and repelled by the outdated
perfume-counter experience at department stores.
Very few strategies spoke their language or were
geared towards their engagement, but we learned that
Millennials were hungry for new ways to explore and
engage with scents on their own terms.
-The D4D
“
”
36

THE SENSORIUM CONSISTED OF HUGE
SCREENS PLAYING POINT OF VIEW VIDEOS
WITH SURROUND SOUND TO CREATE A
COMPLETELY IMMERSIVE EXPERIENCE,
THE FRAGRANCES FOR EACH LUCID DREAM
SCENE WAS FOLLOWED BY A FRAGRANCE
THAT WOULD GET MORE INTENSE THE
CLOSER YOU GOT TO THE PERFUME PODS.
THE AIM OF THIS WAS TO SIMULATE THE
SAME VIVID EXPERIENCES A PERFUMER
HAS WHEN CRAFTING A FRAGRANCE
INSPIRED BY DIFFERENT TIMES OF THE
DAY OR SPECIFIC EVENTS WHICH COME
WITH A STRONG EMOTIONAL CONNECTION.
I THINK THE SENSORIUM IS THE PERFECT
BALANCE BETWEEN EDUCATING THE CONSUMER
ON THE DEPTH OF THOUGHT THAT GOES
INTO CRAFTING A FRAGRANCE, AND
CREATING AN ENTERTAINING EXPERIENCE
THEY WILL FOREVER REMEMBER. IT
SHOWS THE AUTHENTICITY OF FIRMENICH
AS A BRAND WHICH IS WHAT IS SO
SOUGHT AFTER IN AN INDUSTRY FULL
OF MEANINGLESS FRAGRANCES. I ADMIRE
HOW THE STORYTELLING COMPANY ‘THE
D4D’ COMPLETELY IMMERSED THEMSELVES
IN THE FRAGRANCE INDUSTRY BEFORE
STARTING WORK ON THE SENSORIUM,
THIS EXTRA EFFORT AND ESTABLISHMENT
OF BACKGROUND KNOWLEDGE MADE SURE
THAT THE INTERACTIVE EXPERIENCE THEY
CREATED WAS THOROUGH AND CAPTURED
WHAT PERFUME MAKING TRULY IS, IF THEY
HADN’T OF DONE THIS THE SENSORIUM
WOULDN’T HAVE BEEN HALF AS SUCCESSFUL
OR AS INNOVATIVE AS IT WAS.
“
We identified a new narrative for Millennials’
relationship with perfume, and focused on storytelling
as a means to engagement. Young, American women
were interested in perfume’s sensorial and alchemic
origins, its craft and connection to the natural world,
as well as learning how to wear and personalize
it to their own style. Our primary focus: how can
we present the product in a way that encourages
interaction and discovery, and inspire a new attitude
towards perfume?
”
-The D4D
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A.N. OTHER IS A MINIMAL FRAGRANCE
BRAND THAT IS CHANGING THE CURRENT
MARKET FOR THE BETTER. THEY PRIDE
THEMSELVES ON REMOVING THE SMOKE
AND MIRRORS WHICH IS SO COMMON
TO THE PERFUME INDUSTRY, INSTEAD
THEY CREATE FRAGRANCE THAT IS
PURELY BASED ON THE FRAGRANCE
ITSELF. THEIR AIM IS SO BRING BACK
A FREEDOM IN FASHION WHERE TRENDS
AND CONSUMER RESEARCH IS A THING OF
THE PAST. THE SUSTAINABLE PRODUCTS
ARE ETHICALLY SOURCED TO CREATE A
FRAGRANCE WITH ‘HONEST VALUE’, AND
THE COMPANY BREAKS DOWN WHAT THE
CONSUMER’S MONEY WILL BE PAYING
FOR. THEIR HONEST SURROUNDING THE
TABOO SUBJECT THAT LIQUID FRAGRANCE
DOESN’T ACTUALLY COST A LOT OF
MONEY, I THINK THIS IS REVOLUTIONARY
AND TEARS DOWN THE BARRIERS BETWEEN
CONSUMER AND MANUFACTURER SO GIVE
A WELL-DESERVED CLARITY TO THE
INDUSTRY.
“
We stripped away everything. No fake
moods. No models and celebrities. Not
someone else’s travel tales. No showy
brand names that nobody can see
anyway. No nonsense.
”
-A.N. Other
A.N. OTHER CAPTURES A YOUTH IN FRAGRANCE INDUSTRY WHICH IS RARE IN
THE CURRENT MARKET. TO FOCUS ON SUSTAINABILITY AND AFFORDABILITY
IS UNHEARD OF IN THE INDUSTRY SO A.N. OTHER HAS COMPLETELY
DEVIATED BY MAKING IT THEIR WHOLE BRAND IDENTITY. THEIR TARGET
MARKET IN MILLENNIALS, THEY DON’T WANT TO CONTINUE THE TREND OF
TRADITIONAL FRAGRANCE MARKETING, THEY WANT TO SHAKE THING UP
AND SHUN THE ‘WISDOM’ WHICH IS SO HEAVILY RELIED UPON BY INDUSTRY
LEADERS.
“
We binned the consumer
trends reports and
offered the most exciting
perfumers in the world
total creative control.
No briefs. No budgets. No
consumer trends to follow.
No market segments to
please.
”
-A.N. Other
38

“
We are rewriting an old story, bringing a new,
fresh, and other approach to fragrance. For both
the perfumers who create fragrances and the
people who express themselves by wearing them,
it’s a story that puts people first.
-A.N. Other
”
THEY ARE CURRENTLY CHALLENGING GENDERED FRAGRANCES WITH THEIR
GENDER-NEUTRAL PORTFOLIO WHICH ‘PAYS TRIBUTE TO CREATIVE
FREEDOM’. THEY WANT TO ENCOURAGE THE PERSONAL STORIES OF
CONSUMERS TO CONNECT AND SHAPE THE FRAGRANCE INTO SOMETHING
UNIQUE AND INDIVIDUAL TO THE CONSUMER, TO CELEBRATE THEM UNLIKE
OTHER COMPETITORS IN THE INDUSTRY WHO CATEGORISE DIFFERENT
CONSUMERS.
A.N. OTHER DIDN’T WANT TO
STICK TO THE TRADITION OF
INCLUDING CERTAIN NOTES AND
INGREDIENTS, INSTEAD THEY
TRUSTED THE PERFUMERS TO HAVE
FREE REALM WITHOUT A BRIEF AND
CRAFT FRAGRANCES THAT THEY
TRULY BELIEVED IN AND HAD BEEN
INSPIRED BY GENUINE PERSONAL
STORIES.
39

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PAGES 46-51 : LATEST TRENDS IN THE BEAUTY INDUSTRY
PAGES 52-53 : INNOVATIVE BRANDS IN OTHER INDUSTRIES
PAGES 54 : MODERN ROMANCE MOODBOARD
PAGE 55 : MODERN ROMANCE + GEN Z
PAGE 56 : MODERN ROMANCE + MUSIC
PAGE 57 : MODERN ROMANCE + FILMS
PAGES 58-60 : MODERN ROMANCE TREND IN OTHER INDUSTRIES
PAGE 61 : MODERN ROMANCE INSTAGRAM RESEARCH
PAGE 62 : POTENTIAL IDEAS
43

B
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AN EMERGING TREND IN BEAUTY
RIGHT NOW IS THE GROWTH IN
THE BODY CARE INDUSTRY. BRANDS
ARE THINKING ARE THINKING
MORE ABSTRACTLY AND CREATING
PRODUCTS TO CARE THE WHOLE BODY
INCLUDING THE MIND. THE BRAND
LOLA CAME UP WITH THE IDEA
TO PAINT MURALS WITH A PHONE
NUMBER LISTED IN WHICH PEOPLE
CAN ANONYMOUSLY CALL AND HAVE
AN HONEST CONVERSATION ABOUT
SEX WITH THE LOVELY VOLUNTEERS
AND THERAPISTS ON THE OTHER
END. THIS TARGETS BODY CARE IN
TERMS OF PHYSICAL SEXUAL HEALTH
AS WELL AS MENTAL HEALTH, BY
STARTING THE CONVERSATION THAT
IS STILL CONSIDERED TABOO IN
THIS DAY AND AGE.
THE BRAND ‘BAWDY’ IS WELL KNOWN ON SOCIAL MEDIA FOR THEIR
CHEEKY BUM MASKS WHICH HELP TO CLEAR THE COMPLEXION AND EVEN
OUT IMPERFECTIONS ON THE SKIN. THEY AGAIN START A WELL NEEDED
CONVERSATION SURROUNDING THE STIGMA AROUND WOMEN’S BODIES WHILE
STILL PROVIDING A PRODUCT WHICH HELPS INSECURITIES THAT MANY WOMEN
HAVE SURROUNDING THEIR BODIES. ANOTHER BRAND THAT IS MAKING WAVES
IN THE BEAUTY INDUSTRY IS A BRAND CALLED ‘HERS’ WHICH SUPPLIES
VITAMINS AND SUPPLEMENTS WHICH INTENDED TO HELP COMMON PROBLEMS IN
WOMEN SUCH AS HAIR LOSS.
I THINK IT’S IMPORTANT FOR THE BEAUTY
INDUSTRY TO START MAKING BEING
MORE CONSIDERATE TOWARDS CONSUMERS’
BODIES AND WITH AN INNOVATIVE IDEA
AND THE RIGHT MARKETING BEHIND IT,
BRANDS CAN BLOSSOM INTO HOUSEHOLD
NAMES. THIS IS A POSSIBLE GAP IN THE
FRAGRANCE INDUSTRY AND TAPPING INTO
THE RECENT SELF-CARE TREND COULD BE
SUCCESSFUL IF DONE WELL.
44

AFTER A SUCCESSFUL TREND
IN K-BEAUTY FROM KOREA,
AUSTRALIAN BRANDS WILL BE
THE NEXT TO TREND ACROSS
THE BEAUTY INDUSTRIES.
WITH AUSTRALIA AND NEW
ZEALAND BEING KNOWN FOR
AN ABUNDANCE OF NATURAL
SOURCES FOR INGREDIENTS,
IT IS NO SURPRISE THAT
AUSTRALIAN SKINCARE
BRANDS ESPECIALLY ARE
DOING SO WELL, ESPECIALLY
WITH THE INFLUENCE OF
SOCIAL MEDIA PROMOTIONS.
THE IDEA OF A-BEAUTY IS
EXOTIC AND DIFFERENT TO
USUAL HERITAGE BRANDS
THAT W WOULD SEE FROM
THE UK.
THE BRAND ‘GOLDEN 8’ IS A BRAND THAT’S RISING IN POPULARITY FOR IT’S
RARE AUSTRALIAN CROCODILE OIL WHICH IS THE KEY INGREDIENT IN THEIR
SKINCARE LINE. OTHER BRANDS SUCH AS ‘SAND & SKY’ HAVE GONE VIRAL
FOR THEIR AESTHETIC PRODUCTS SUCH AS THEIR PINK FACE MASK WHICH
IS STILL TRENDING ON INSTAGRAM. AND FINALLY THE BRAND ‘SKINSMITHS’
WHICH IS KNOWN AS A ‘SKIN GYM’ OPENED 7 LOCATIONS IN LONDON WITHIN
3 MONTHS. THEIR CLINICS ARE THEIR BREAD AND BUTTER AND MANY PEOPLE
FLOCK TO THEM FOR THEIR WORLD-RENOWNED TREATMENTS AND CLINIC
AESTHETICS WHICH DRAW INFLUENCERS IN FOR THEIR INSTAGRAM-ABILITY.
A
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I THINK FRAGRANCE COULD DO
WITH SOMETHING REFRESHING
INSPIRED BY A-BEAUTY AS IT
IS SO OFTEN ASSOCIATED WITH
TRADITIONAL HOUSES IN FRANCE
AND ITALY. A CULTURAL CLASH
MAY BE GOOD IN THE INDUSTRY
AND COULD GIVE IT THE BOOST IT
NEEDS TO CONTINUE TO GROW AND
THRIVE IN THE FUTURE.
45

MENTAL HEALTH AND EMOTIONAL WELLBEING IS
A TREND IN BEAUTY RIGHT NOW AS BRANDS ARE
BECOMING AWARE OF THE OVERWHELMING SUPPORT
THAT YOUNG GENERATIONS HAVE FOR MENTAL HEALTH.
OILS AND SCENTS ARE BEING USED TO SHAPE
OUR MOODS AND HELP OUR MENTAL AND PHYSICAL
FEELINGS. MENTAL HEALTH HAS BECOME A TREND
THAT BRANDS OFTEN CLING TO IN ORDER TO WIN
OVER SUPPORT FROM CONSUMERS, BUT BY ACTUALLY
PRODUCING PRODUCTS THAT CAN HELP TO ENHANCE
OUR MOODS AND FEELINGS, THE BRANDS CAN SHOW
AUTHENTICITY TO CONSUMERS REGARDING THEIR
STANCE AND IMPACT ON MENTAL HEALTH.
46
LUSH HAVE SPEARHEADED THIS TREND
AND PRODUCED THEIR ‘#LUSHMOODS’
RANGE WHICH FEATURES 13 DIFFERENT
PRODUCTS WHICH USE NATURAL
ESSENCES TO ENHANCE EMOTIONS. FOR
EXAMPLE THEY USE LAVENDER IN THEIR
BATH BOMB ‘SLEEPY’ TO HELP WITH
SLIGHT INSOMNIA THAT CONSUMERS MAY
EXPERIENCE. ANOTHER BRAND THAT
HAS PICKED UP ON THIS OPPORTUNITY
IS SKINJAY WHICH CREATE CAPSULES
FOR SHOWERS WHICH USE SCENT TO
‘ALTER THE USER’SSTATE OF MIND’
WHILE HAVING A SHOWER. THIS
FEELS FUTURISTIC AND THE GAP IN
THE MARKET IN STARTING TO CLOSE
QUICKLY AS MORE BRANDS CLOCK ON TO
THIS TECHNOLOGY.
I THINK THAT THE FRAGRANCE INDUSTRY COULD PICK UP ON THIS TREND FROM
THE BEAUTY INDUSTRY AND DO SOMETHING SPECIAL WITH IT, ESPECIALLY IN
TERMS OF MENTAL HEALTH OF YOUNG PEOPLE WHICH IS SO OFTEN SWEPT UNDER
THE RUG. HOWEVER, THE IDEA OF FRAGRANCE AFFECTING MOOD MAY BE TAKEN
POORLY AND SOME MAY FEEL THAT PEOPLE COULD ABUSE THIS AND VIEW IT AS
TREATMENT FOR MENTAL HEALTH RATHER THAN TESTED THERAPIES AND MEDICATION.
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IN ALMOST EVERY INDUSTRY IS COMING UP WITH INNOVATIVE
SUSTAINABLE WAYS TO FIGHT THE RACE TO BEAT CLIMATE
CHANGE AND GLOBAL WARMING. WHETHER THIS IS THROUGH
SUSTAINABLE MATERIALS, ETHICALLY SOURCED INGREDIENTS
OR MINIMAL PACKAGING, EVERY BRAND IS WANTING TO TAP
INTO THIS TREND AS IT IS IMPORTANT TO NOT ONLY YOUNG
GENERATIONS LIKE GEN Z, BUT ALSO OLDER GENERATIONS WHO
HAVE WITNESSED THE PLANET’S UNHEALTHY CHANGES. ALTHOUGH
ECO-FRIENDLY ALTERNATIVES HAVE BEEN AROUND FOR YEARS,
IT IS A TREND FOR BRANDS TO START GOING COMPLETELY
NATURAL AND SUSTAINABLE IN ORDER TO COMPETE WITH THE
REST OF THE MARKET WHO WILL BE USING BIO-DEGRADABLE
MATERIALS TOO.
“
Aiming to reduce single-use plastic,
Unity uses bio-plastic alternative
packaging derived from sugar
cane, while Seed Phytonutrients
packages its products in showerfriendly
paper. In Hawaii, products
containing oxybenzone have been
banned, so brands will need to think
about formulating sunscreens that
are less detrimental to the coral
reef.
-www.wgsn.com
”
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FRAGRANCE IS AN INDUSTRY WHICH IS
LACKING ON THE ECO-FRIENDLY SIDE AND
THERE ARE ONLY A FEW MARKET-CHALLENGING
PRODUCTS WHICH ARE SUSTAINABLE. THIS
IS A HUGE GAP IN THE MARKET FOR BRANDS
TO FILL WITH NOT ONLY SUSTAINABLE
PRODUCTS AND PERFUMES, BUT ALSO A
WHOLE SUSTAINABLE COMPANY WHICH COULD
COMPLETELY CHANGE THE WAY THE INDUSTRY
WORKS.
47

A BRAND OUTSIDE THE FRAGRANCE INDUSTRY WHICH
CREATES STORYTELLING IN-STORE EXPERIENCES IS THE
SUNGLASSES COMPANY GENTLE MONSTER. THE WHOLE
THEME THROUGH THE STORE TELLS A STORY OF A
FUTURISTIC ROBOT WORLD, LATER THROUGH RESEARCH WE
DISCOVERED THAT EACH STORE HAS IT’S ON FRAGRANCE
AND SOUNDSCAPE TO MAKE EVERY ONE FEEL UNIQUE AND
DIFFERENT TO THE TOHERS. WHEN IN LONDON WE VISTED
THE LONDON STORE AND IT WAS MAGICAL, THE MOVING
DISPLAYS WERE STUNNING AND YOU FELT AS THOUGH YOU
WERE NO LONGER IN A STORE BUT INSTEAD A SURREAL
DREAM-LIKE LOCATION.
TO CREATE A FRAGRANCE
BRAND AND PROMOTE THEIR
PRODUCT THROUGH MORE
OF AN EXPERIENCE, THIS
WOULD CHANGE THE WAY
FRAGRANCE IS PROMOTED
IN STORE. DEPARTMENT
STORES AND STORES LIKE
THE FRAGRANCE STORE
IS USUALLY THE WAY IN
WHICH THE CONSUMER WOULD
PURCHASE THE PRODUCT,
SO I THINK BRINGING IN
SOME INSPIRATION FROM
GENTLE MONSTER AND OTHER
IMMERSIVE STORES COULD
CHANGE THE WAY THE
FRAGRANCE IS SOLD.
48

When your mission is to fill every
home with music and the best way
to experience your products is in
the privacy of someone’s home, you
need think differently about how
you bring that outside the walls of a
home. The Sonos store gives us the
opportunity to recreate the intimate
home experience and really hear
what Sonos can do.
-Dmitri Siegel, Sonos VP of Global
Brand
“
”
SONOS’ SOHO STORE IS
ANOTHER IMMERSIVE RETAIL
EXPERIENCE WHICH PRODUCES
A WHOLE NEW WORLD FOR
THEIR PRODUCTS TO BE
EXPERIENCED IN. THEY
CREATED SEVERAL DIFFERENT
HOME SETTINGS OVER THE
STORE WHICH WERE ALL
DECORATED COMPLETELY
DIFFERENTLY YET STILL FELT
LIKE A REAL HOME SETTING.
EACH MINI HOUSE HAS A
DIFFERENT SOUNDTRACK FROM
LOCAL ARTISTS PLAYING
THROUGH THE INTEGRATED
SONOS SOUND SYSTEM. THE
IDEA BEHIND THIS WAS TO
CREATE A BELIEVABLE HOM
ENVIRONMENT IN WHICH
CONSUMERS COULD TEST THE
PRODUCTS IN A BELIEVABLE
ENVIRONMENT.
MUCH LIKE GENTLE
MONSTER, SONOS WANTED
TO CREATE A DEEPER
RELATIONSHIP WITH IT’S
CUSTOMERS BY TURNING
IT’S RETAIL STORES INTO
FUTURISTIC INTERACTIVE
EVENTS ENCOURAGES
PEOPLE TO COME AND
PLAY WITH THE PRODUCTS
BY THEMSELVES IN THEIR
OWN LISTENING ROOMS
BEFORE PURCHASING.
49

50

“
You don’t have to label your sexuality;
so many kids these days are not labeling
their sexuality and I think that’s so cool.
”
-Lily Rose Depp
WITH THE RISE AND
DEPENDENCE ON SOCIAL
MEDIA, GEN Z HAVE
BECOME A GENERATION
DEPENDENT WHICH RELIES
ON VALIDATION ON
SOCIAL MEDIA TO FEEL
AS THOUGH THEY’RE IN
A RELATIONSHIP. BUT
THIS ALSO COMES WITH
IT’S HARDSHIPS AS MANY
PEOPLE WILL START TO
GET JEALOUS AS SIGNS
OF MICRO DATING START
TO BECOME MORE COMMON.
“
When asked what they believe their
peers wanted from relationships, 53%
said other students wanted “friends
with benefits” and nearly half thought
that other college students desired
“sexual encounters with no expectations
attached”. And, while college students
desire love and respect for themselves,
they believe that fewer than half of their
peers want the same (48%).
”
-www.everfi.com
MODERN ROMANCE IS CONSTANTLY CHANGING
FOR GEN Z AND IN SOME WAYS THEY HAVE
SHAPED MODERN ROMANCE FOR OTHER
GENERATIONS TOO. THEY’RE OPEN TO ALL
SEXUALITIES AND GENDERS, MAKING MODERN
ROMANCE A COMPLETELY OPEN SUBJECT. THE
LACK OF JUDGEMENT SURROUNDING ROMANTIC
CHOICES MAKES MODERN ROMANCE A TREND
FOR ANY INDUSTRY A VIABLE OPTION AS
WELL AS A USEFUL ONE TO DRAW IN GEN Z
CONSUMERS.
“
Going ‘Instagram official’ in the context
of dating is posting a very public image
of yourself with a person and their
significant other and announcing to the
world, but very subtly, that they are in [a]
relationship. It’s a huge milestone.
”
-Sumiko Wilson
HOOK UP CULTURE IS ALSO
BECOMING MORE COMMON AS SEX
IS LESS OF A TABOO SUBJECT.
THE OPEN NATURE OF GEN Z’S
SENSUALITY AND SEXUALITY
MAKES RELATIONSHIPS MORE
COMPLICATED AND CASUAL SEX
IS VERY COMMON AMONG YOUNGER
GENERATIONS. THIS MEANS THAT
HEARTBREAKS ARE ALSO A VERY
COMMON THEME WITH MODERN
ROMANCE.
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IN THE RAP AND GRIME WORLD THE TREATMENT
OF WOMEN AND THE ATTITUDE TOWARDS
RELATIONSHIPS IS USUALLY POOR AND REFLECTS
A MISOGYNISTIC WORLD WHERE WOMEN ARE
SEXUAL OBJECTS FOR MEN. THIS GENRE OF
MUSIC IDOLISES HOOK UP AND CASUAL SEX
WHICH IS MORE THAN LIKELY TO INFLUENCE GEN
Z’S ATTITUDE TOWARDS ROMANCE TOO. HOWEVER,
THERE ARE EXCEPTIONS IN THE INDUSTRY
SUCH AS CHANCE THE RAPPER WHO OFTEN RAPS
FONDLY OF HIS WIFE AND THEIR ROMANTIC
RELATIONSHIP, SHOWING A SOFTER, MODERN
VERSION OF RAP MUSIC.
AFTER SUFFERING THE LOSS OF HER EX MAC
MILLER, ARIANA GRANDE RELEASED THE ALBUMS
‘SWEETNER’ AND ‘THANK U NEXT’ WHICH BOTH
CONTAIN SONGS DEDICATED TO THE LATE RAPPER.
HER SONGS DESCRIBE THE STRUGGLES SHE FACED
IN HER COMPLICATED RELATIONSHIP AS HER
PARTNER BATTLED WITH MENTAL HEALTH AND DRUG
ADDICTION. IN THIS WAY MUSIC SHOWS A DEEPER
EMOTIONAL SIDE OF MODERN ROMANCE WHICH CAN BE
TRAUMATIC AND HEARTBREAKING JUST AS MUCH AS
IT IS JOYOUS AND HAPPY.
KEVIN ABSTRACT IS AN OPENLY GAY
RAPPER WHO IS IN THE NEW AGE
BOYBAND BROCKHAMPTON. HIS LYRICS
ARE CRITICAL OF THE WAY THE
INDUSTRY TREATS GAY RAPPERS AND IS
DESCRIPTIVE OF HIS HOMOSEXUAL SEX
LIFE WHICH IS UNHEARD OF IN THE RAP
GENRE. THIS SHOWS A RAPPER TAKING
HIS EXPERIENCE WITH MODERN ROMANCE
AND SHOWING DEFIANCE WITHIN MUSIC
TO LET HOMOPHOBIA STAY.

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THE MOVIE ‘SOMEONE GREAT’ IS A
RECENT MOVIE WHICH COVERS THREE
FRIENDS IN NEW YORK ALL DEALING
WITH THEIR OWN SEPARATE ISSUES IN
RELATION TO MODERN ROMANCE. ONE
CHARACTER IS GETTING OVER A BREAK
UP OF A LONG TERM RELATIONSHIP,
ANOTHER CHARACTER IS GAY AND
COMING TO TERMS WITH COMMITMENT,
AND THE OTHER IS COMING TO TERMS
WITH HAVING A RELATIONSHIP WITH
SOMEONE THAT THEIR FRIEND ONCE LIKED
ROMANTICALLY. THIS MOVIE CAPTURES
THE COMPLEXITY OF MODERN ROMANCE
AND IS UNLIKE MOST ROMANCE FILMS
CURRENTLY OUT.
ANOTHER FILM WHICH CAPTURES MODERN ROMANCE
IS MAMA MIA 2, THE LONG HOPED FOR REVAMP OF
THE AWARD-WINNING ORIGINAL. THE MOVIE BASED
AROUND SOPHIE REOPENING THE HOTEL WHILE
LEARNING MORE ABOUT HER LATE MOTHER’S LIFE
AND PREVIOUS RELATIONSHIPS. IT FOLLOWS TWISTS
AND TURNS MUCH LIKE MODERN ROMANCE IN TODAY’S
COMPLICATED WORLD.
F
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FINALLY, THE FILM ‘LOVE SIMON’ IS
A WHOLE NEW TAKE ON TEEN ROMANCE
FILMS AS THE STORY IS BASED AROUND
A CLOSETED GAY TEEN WHO DESPERATELY
TRYING TO COME TO TERMS WITH HIS
SEXUALITY WHILE HIDING IT FROM
EVERYONE HE KNOWS. THIS IS A PERFECT
MOVIE TO CAPTURE THE STRUGGLES
THAT MANY YOUNG TEENS FACE IN THIS
DAY AND AGE WITH THE HUGE STIGMA
STILL SURROUNDING HOMOSEXUALITY.
MODERN ROMANCE IS COMPLICATED AND
HARD FOR SEXUALITIES THAT ARE NOT
FULLY ACCEPTED IN SOCIETY, SO THIS
FILM WILL HOPEFULLY PRODUCE EMPATHY
AND CHANGE THE STIGMA AROUND
HOMOSEXUALITY.
53

INSTAGRAM POLL
Analysis
THIS INSTAGRAM POLL GAVE A GOOD VARIATION OF
ANSWERS AS TO HOW PEOPLE WOULD DESCRIBE MODERN
ROMANCE. I WASN’T SURPRISED TO SEE THE ANSWERS
SLAMMING THE USE OF SOCIAL MEDIA OR THE HOOK UP
CULTURE WE CURRENTLY HAVE, BUT I WAS SURPRISED
TO SEE MORE DETAILED ANSWERS SUCH AS ‘MONOGAMY
IS EXTINCT’ TO BE SUBMITTED. BUT IT WASN’T ALL
NEGATIVE AND SOME DID DESCRIBE MODERN ROMANCE AS
‘EXCITING’ OR ‘BEAUTIFUL’ WHICH IS REFRESHING TO
HERE, ESPECIALLY FROM A YOUNGER GENERATION, IT
GIVES HOPE THAT CASUAL SEX IS NOT BECOMING THE
NORM FOR EVERYONE.
I THINK THIS ANSWER IS A GOOD WAY TO SUM UP MODERN ROMANCE AND
SHOWS JUST HOW DIFFICULT IT IS TO CAPTURE MODERN ROMANCE FOR A
CONSUMER WHEN IT ISSO DIFFERENT AND UNIQUE TO THE INDIVIDUAL. BUT
I THINK THE MESS AND DRAMATICS OF MODERN ROMANCE MAKES IT SPECIAL
AND UNLIKE ANYTHING WE’VE SEEN BEFORE, ESPECIALLY WITH THE FREEDOM
WE HAVE WITH SEXUALITY AT THIS POINT IN TIME.
56

A POTENTIAL IDEA THAT COULD WORK TO FILL A
GAP IN THE FRAGRANCE MARKET IS TO CREATE
FRAGRANCE RANGE WHICH IS BASED AROUND THE
HOOK UP THAT IS SO PROMINENT IN TODAY’S
SOCIETY. THIS COLLECTION COULD PLAY OFF
THE TABOO STILL SURROUNDING SEX, CREATING
A SHOCKING BRAND IDEA THAT WOULD HAVE
THE POTENTIAL TO GO VIRAL FOR IT’S DIRECT
APPROACH TOWARDS CASUAL SEX. FRAGRANCES COULD
HELP WITH COMMON PROBLEMS IN HOOK UP CULTURE
SUCH AS NEEDING A QUICK SPRAY TO MAKE A ROOM
SMELL NICE BEFORE SOMEONE STAYS OVER.
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ANOTHER POTENTIAL IDEA TO TACKLE
THE INDUSTRY IN AN UNUSUAL WAY
WOULD BE TO CREATE A FRAGRANCE
BRAND THAT CREATED PERSONALISED
PERFUMES FOR COUPLES. TAKING INTO
ACCOUNT PERSONALITY AND PERSONAL
TASTE THE COMPANY COULD BLEND 2
FRAGRANCES FOR THE COUPLE WHICH
WERE COMPLIMENTARY TO EACH OTHER
AND COULD BE MIXED TOGETHER TO
FORM ANOTHER SEPARATE FRAGRANCE.
THIS COULD PRODUCE A NEW WAY FOR
COUPLES TO BE CONNECTED TO ONE
ANOTHER, AS WELL AS EACH RECEIVING
THEIR OWN PERSONAL SCENT WHICH
ALLOWS THEM TO MAINTAIN THEIR
INDIVIDUALITY WITHIN THE COUPLE,
WHICH CAN BE LOST NOWADAYS WHEN
A COUPLE ARE SEEN AS ONE PERSON
TOGETHER.
57

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