Insights in Five:
Scent-sational and Sustainable: Upcycled Fragrances
A Suzy Micro Report
June 2022
Insights in Five:
Scent-sational and Sustainable: Upcycled Fragrances The beauty industry is getting creative when it comes to sustainability. Take upcycled fragrances, for example, which are formulated with essences and scent materials derived from waste and other discarded natural ingredients. But how aware are consumers of upcycled fragrances? And are they willing to purchase and use them?
65% of consumers say it’s important that fragrances they purchase and use are created in a sustainable manner.
But most respondents weren’t that familiar with upcycled fragrances. Never heard of upcycled fragrances before
58%
65%
Heard of upcycled fragrances but weren’t familiar with them
TAKING A DEEPER LOOK:
23%
That said, knowing what products are sustainable is a different story for most consumers.
Heard of upcycled fragrances and were familiar with them
19%
What appeals to consumers about upcycled fragrances?
52%
54%
54%
Unique fragrances
More Sustainable
22% Over half (52%) of consumers are interested in trying upcycled fragrances.
48% Waste Reduction
39% Reduces ingredient over harvesting
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How much consumers are willing to spend on upcycled fragrances:
13%
Willing to spend $101 - $150
30%
Key Takeaways Put Consumers on the Scent With over half of consumers unaware of upcycled fragrances, brands have some work ahead of them. In a market saturated with unsustainable beauty and fragrance products, upcycled fragrances can help brands emphasize and publicize their sustainability efforts. Just be sure to avoid greenwashing.
Willing to spend $51- $100
Highlight One-of-a-Kind Notes
38%
Willing to spend $1 - $50
Consumers aren’t sure of the value of upcycled fragrances yet, considering the product is sourced from waste.
The number one thing that appealed to consumers about upcycled fragrances is the unique properties of the scents. But consumers are not willing to pay (through the nose) for upcycled fragrances yet. Drive home the complex and interesting scents that only upcycled ingredients can create.
Ask for Face Value When anything is seen as “waste”, it’s hard to set a higher price. Right now, consumers are mostly willing to spend less than $100, and preferably under $50. Remember that consumers are willing to pay extra for products that are more sustainable and drive home the benefits of going green with an upcycled fragrance.
Bottom Line: Upcycled fragrances are a unique way for consumers to go green. Highlight (real) sustainability efforts and one-of-a-kind scents to come up smelling like roses.