THE FUTURE OF FRAGRANCE
FLOWER FUSION
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4
GETTING INTO SHAPE
CONTENTS PAGE THROUGH THE LOOKING GLASS
10
8
CROP AND CHOP
12
ANALYSIS
DANCE
PEOPLE
POSTPRODUCTION
FLOWER FUSION
Flower fusion is a reinvention of the classic and overused flower trend. The idea of combining flowers with another concept, exploring flowers as more than just a prop to portray the pretty and the feminine. This trend also adopts a more rich colour palette than the traditional floral with dark shades of purple and blue completed by brighter shades of yellow and orange.
MIXED-MEDIA WATER
ART
Macro trend: Industrial Evolution 3D printing and organic prototypes allowing us to reinvent the way we create for a more unique, individual approach.
GETTING INTO SHAPE
Brands are moving away from the classic and traditional, instead creating colourful, kitsch bottle designs. Inspirations include nature, food, toys, silhouettes and location. This trend is all about experimenting with the most innovative designs being the ones that create an emotive response like the Nina Ricci bottle that explores feelings of desire and temptation.
The focus of this trend is the relationship between the consumer and the perfume. The ability to look through the bottle to the consumer as though the perfume is a part of them and vice versa. The interaction between the model and bottle is key in this imagery as it creates a sense of brand loyalty. This can be essential for brands such as Chanel who have been pioneering this trend since the late 1960’s.
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THROUGH THE LOOKING GLASS
In 2015/16, brands are looking past the model and instead experimenting with use of text, art and nature through the bottle.
This trend creates a tone of voice and perspective in an advert. It shows the audience exactly what you want them to see and what you want to say about you brand, whether it’s seductive, romantic, kistch, minimalist and so on.
CROP & CHOP Macro Trend: Unique perspectives Shutterstock’s creative trend report reveals more people are lookLing for new innovative perspectives.
FLOWER FUSION. GETTING INTO SHAPE. THROUGH THE LOOKING GLASS. CROP AND CHOP. The key trends for 2015/16 are all about the more. What more can you do with props, with composition and with bottle shapes and silhouettes, with the traditional and stereotypical? How can you take what’s already out there and make it more innovative and memorable in the minds of the consumer?
Katie Hamilton Fragrance Trend Booklet N0563195 Creative Networks Fashion Communication and Promotion