HN F R A G R A N C E T R E N D S H A R R I E T N I C H O L L S
F O R
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Hot Now! This fragrance trend booklet explores future trends that look into both the need to unwind, unplug and relax within the use of new scents and advertising ideas, as well as the juxtaposition of moving forward into new modernised technologies, to which make both the fragrance itself and the brand behind it, unlike anything else available on the market.
CONTENTS: 1.STEP INTO NATURE
2.THE RECURRING ROSE
3.FRAGRANCE AS FAIRYTALES
4.FRAGRANCE OF THE FUTURE
STEP INTO NATURE S C E N T S C E N T
P R E D I C T I O N S P A L E T T E
SPRING/SUMMER 2015 Featuring a number of fresh ingredients as well as modern interpretations of popular notes. Fragrances will be lighter with an emerging trend for rhubarb, tea blend aromas and a feminine take on mint notes.
AUTUMN/WINTER 2015 Expect light, summer florals to give way to a darker, more intense use of a rich rose and earthy note using smoothed leather and musty and woody oud tones.
“FRAGRANCES FOR 2015 WILL BE INSPIRED BY THE NEED TO UNPLUG, UNWIND AND GET AWAY FROM LIFES STRESSES” - Miri Scott (Seven Scent fragrance insight manager)
THE RECURRING ROSE A A
M O D E R N I N T E R P R E T A T I O N T R A D I T I O N A L N O T E
2015 will see the daring and dramatic interpretation of the rose, moving away from the traditional light, feminine, soft rose scent that has been around for the past 3 seasons, into a bold, quirky, dark rich rose scent with spicy, velvety and intense notes.
O F
“THE NEW ROSE IS ALL THINGS SOPHISTICATED AND SENSUAL BUT WITH A DOMINANT MODERN EDGE”
FRAGRANCE AS FAIRYTALES S T O R Y
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Fragrance brands are using the fairytale effect to appeal to the consumers inner child in attempt to sell products. Promoting classic fairytale themes to a younger female consumer and using a classier, non-obvious foundation in order to appeal to the older woman.
N A R R A T I V E
THE MODERN DAY CHANEL WOMAN
“USING A FANTASY WORLD TO PROMOTE A PRODUCT ALLOWS THE CONSUMER TO LUST AFTER THE LIFESTYLE BEING PRESENTED TO THEM”
FRAGRANCE OF THE FUTURE N E W R E T A I L E X P E R I E N C E S P E R S O N A L I S E D P R O D U C T S
Brand engagement agency, Electrify created an engaging digital out of home installation to help launch the latest Diesel male fragrance, Only the Brave Wild at Westfield London. The experiential retail project allowed the consumer to be part of the advertising of the product to which they could then disseminate on their own social media channels via the hashtag #WildScream.
New Yorks SAK’s fifth avenue opened a fragrance library permitting consumers to learn about the heritage behind fragrances in order to make a more informed decision. Consumers are able to make more direct purchases based on a product that has been specifically selected for having targeted qualities.
Top 3 fragrance trends for 2015: Nomandic Winterland: A blend of rich, oriental, woody & spicy notes evokes a world of fairytale fantasy & nomandic journey.... Illuminated Minerals: Sheer, metallic, cool aldehydes & transparent florals create a youthful vibe & calming influence.... Cubic Colour: Celebrating the world of colour in a futuristic fusion of fruity florals & contrasting citrus & spicy notes....