The impact of the pandemic on the world of perfume

The global health crisis has awakened our instinctive need to enjoy life and make the most of every minute. We’ve become more aware of how important it is to sense and feel things, and (re)discovered that our sense of smell is vital! In this article, Parfumsplus explores how the pandemic has impacted consumers’ choice of perfumes.

During this difficult time, we tend to seek a direct link with nature to (re)connect and find calmness, serenity and inner peace. Perfume makers have been quick to understand the shift, adding a touch of naturalness to their fragrance formulas.

Rose notes have become fresher and more vegetal, like raindrops on petals. Jo Malone’s new creation, Rose Blush Cologne conveys all the charm of roses in full bloom.

The mouth-watering appeal of lush red berries comes across in scents like Very Good Girl by Carolina Herrera, springing from touches of tropical litchi and bold redcurrant in the head notes.

Last but not least, pears and other green fruits have become juicier and crisper to convey even more naturalness. In the new Eau de Toilette Her by Burberry, blooming peonies naturally combine with notes of green pear.

Rose, my love

Considered by perfumers as the queen of flowers, the rose never ceases to inspire and surprise them – as revealed in some of the latest fragrance creations.

Diptyque pays tribute to the entire flower in Eau Rose, which is composed similar to an infusion of the finest Damask and Centifolia roses.

The new fragrance Mémoire de Roses by l’Artisan Parfumeur features lush, joyous rose dressed up with mandarin, bergamot and a veil of cotton musk.

The pandemic has reinforced the personal pleasure of wearing perfume to feel good

Comforting indulgence

Generous bouquets with lavish undertones provide sensations of the pleasure and comfort we all crave.

The new version of Yes I am Delicious by Cacharel is even more addictive than its predecessors thanks to its cocoa cremoso accord (marrying notes of cocoa, hazelnut and green mandarin).

Yet the super-lavish notes that dominated perfume during the previous decade have mostly been toned down, becoming lighter and less sweet. Now they tend to be more voluptuous and brighter, like Nina Soleil by Nina Ricci, where citrus melts into the intensity of gardenia and vanilla whipped cream notes.

Intimate, authentic fragrances

The pandemic has also reinforced the personal pleasure of wearing perfume to feel good.

The range of intimate perfumes combine delicacy with emotion, like Musc Outreblanc from Guerlain’s collection L'Art et La Matière, which is a musky fragrance with an immaculate floral heart.

Environmentally responsible

Refillable bottles are the new must-have. Most of the perfumes launched since the start of 2022 can be refilled, whatever their size. As Giorgio Armani puts it, “Recharge your precious perfume with an innovative gesture: open, recharge, start again.”

What’s more, in response to current calls for transparency, brands are increasingly using natural raw materials, often involving fair trade partnerships.

An example is Lancôme’s proclaimed commitment to take an environmentally responsible approach to preserve the earth for future generations. The Idôle Aura fragrance contains Madagascan Bourbon Vanilla and Turkish Isparta Rose, both from sustainable fair-trade supply chains.

Purse size vogue

Travel size sprays, mini roll-ons and perfume sticks to carry in your handbag – these practical small formats mean you can pop on some perfume whenever and wherever you want.

They’re also less expensive, making them ideal for a lovely gift at a reasonable price. In fact, many are added-value sales, with the large bottle remaining on the dressing table or in the bathroom cabinet.

Brands have picked up on the trend and proved highly inventive with some attractive new formats, like Miss Dior Eau de Parfum, which comes in a travel-friendly roller-pearl. The delicate roll-on pearl at the top of the bottle accurately delivers the refreshing floral scent on your skin.

Search for sincerity

To sum up, during this very unusual period, the call of nature, a desire to reconnect with ourselves and find comfort, and the strong need for lightness and sincerity will undoubtedly influence upcoming fragrances. •

Jo Loves, the beauty brand of British fragrance icon Jo Malone, has developed a sustainable packaging alternative for its Fragrance Paintbrush. Users can now purchase refillable cartridges carrying the fragranced gel for their on-the-go scent applicator