How a pandemic has changed the way consumers explore fragrance

Together with Fragrance Oils, Chemgrit Cosmetics continually monitors all sectors to identify the latest themes, fragrance trends and ingredients influencing new product development. While very few aspects of life have been untouched by COVID-19, in this article both companies explore how the ongoing pandemic has impacted the fragrance industry.

While sales figures in fine fragrance felt the effect of lockdown lifestyles, scents still provided a glimmer of hope for the wider personal care market. Having changed the face of beauty, personal care and fragrance as we know it, a closer look into all of these sectors shows that fragrance has weathered the storm better than others.

The COVID-19 pandemic has heightened appreciation for fragrance, having remained a core aspect of consumer’s day-to-day lives. Amidst the often-overwhelming news cycle and period of instability, people have sought new ways to escape and reclaim a sense of calm in their homes. For many, fragrances have helped with both – emerging as a key player in boosting one’s mood and countering the stresses of the pandemic.

Fragrance gets functional

Certainly, for many of us, the experiences of this year have changed our lifestyles and even how we think of fragrance. Nowadays, the concept of wellbeing and health is present in all categories – home care, beauty and body care – and fine fragrance is no exception. As our enthusiasm on the intricacies of wellbeing grow, consumers are quickly learning that scent is an exceptional resource when they need a hit of happy.

Off the back of the COVID-19 pandemic, the need to prioritise one’s mental wellbeing has strengthened rapidly, and we want more from fragrance than ever before. We want a real emotive impact from the scents with which we surround ourselves, and so the functional fragrance trend is poised on the cusp of a boom.

Cognitive function and the olfactory system are closely linked. The sense of smell is essentially the highway to the brain, and one of the fastest ways to impact one’s emotional state. While consumers are no stranger to trends such as aromatherapy, this once niche category has recently collided with the world of fragrance, adding another dimension to fragrance as we know it.

SMELL GOOD AND FEEL GOOD

Now expected to lift moods, calm or even boost mindfulness, fragrances are swiftly being conceived with these and other well-being attributes. Think self-care meets fine fragrance. A welcome move for the perfume industry too. Until now, fine fragrance has been applied to make a statement or attract others. But the past year has made scent a much more personal affair and more about smelling and feeling good.

In a bid to embrace the wellness theme, we have seen brands weave mood-boosting essential oils and ingredients into their fragrance creations. The Nue Co’s Functional Fragrance is a unisex offering and an anti-stress fragrance, which uses proven stress-relieving compounds backed by neuroscience. Nothing short of refreshing, Dose’s Hit Me Up Mist is specially crafted to awaken the senses pre-workout. This motivating mist features an invigorating blend of eucalyptus, bergamot and citrus essential oils.

NEW SCENTED SELF-CARE TREND

Fragrance zoning is the new wellness trend entering our interior spaces. This is in response to the year in which the lines between our work and home lives have become increasingly blurred. The trend, which centres on splitting the areas of your home using different scents, helps to maintain a rhythm of productivity, rest and sleep.

Simply put, if your living room serves as both your office and a space for downtime, you could select two different scents – one for the day and one for the evening. Over time, your mind will start associating those scents with certain activities, helping you to establish boundaries between your personal and professional life.

On the heels of this trend (and with pandemiclife resulting in more time at home), it’s no surprise that established brands and those that are new to the game (or category) are looking to fill our most intimate spaces with comfort during stressful times.

What’s next for fragrance?

With consumer buying habits changing fast, brands must adopt an agile approach, taking learnings from COVID-19 into the next phase. Perhaps nothing is more symbolic of how shopping habits have changed throughout the pandemic than the rise of home fragrance.

We expect that these changes will be here to stay, even after lockdowns have lifted and social distancing eased. The trend for functional fragrances is set to thrive – this is fragrances that offer ambiance-elevating and mind-soothing benefits. As we enter a new reality, consumers will continue to turn to home fragrance and fine fragrance, for some much-needed self-care. •

Chemgrit Cosmetics – www.chemgritcosmetics.co.za Fragrance Oils – www.fragrance-oils.com