As Asia’s Gen Z becomes more sophisticated and more tuned in to the well-being properties in fragrance, the sector shows signs of being on the cusp of exceptional growth. However, brands must connect with this consumer and recognize their individual needs.

Oman’s luxury fragrance brand Amouage has just reported annual sales that see double digit growth in around the world. The brand had doubled its sales since the pandemic, reaching a number upwards of $210 million.

What direction will consumers take when buying their fragrances this Spring? Kayali’s Mona Kattan sees beyond gourmand options with oud, “dirty florals”, lactonic solars and even banana notes coming into their own. She also calls out the use of related products to create a true signature scent through layering.

Following in China’s footsteps, India now sees domestic fragrance brands vying for a piece of the niche market. Rich in locally grown raw materials and deft in traditional perfume-making techniques, local brands boast a rich and legitimate heritage that positions them as domestic and international players in the perfume sector.

Now in it’s eighth year, artistic fragrance brand BDK has opened its first flagship boutique in the heart of Paris. This strategic move allows the brand to showcase its full assortment in an environment that reinforces the brand identity and its values. But that’s not all: a new fragrance named after the shop’s street address is launching soon.

A Beauty Editor talks about her relationship between smell and sight along with her ability to “see smells”. In fact, brands today recognize there’s more to scent than what we smell, it’s also a matter of what we hear, see or feel.

A recent panel discussion in Shanghai explored the growth of domestic fragrance brands who also seek to promote strong cultural heritage ties while appealing to today’s consumer. Panelists recognized the need to educate the consumer, the necessity of being true to the brand DNA and the opportunity to grow internationally – with the right strategy.

Africa is an untapped market with a growing middle class, a connected consumer and a young generation who is becoming more and more sophisticated. It stands to reason that domestic fragrance brands will be launched by ambitious entrepreneurs with passion and a story to tell. Scent of Africa is a tribute to the people and the heritage of the continent.

Chinese New Year is a marketing opportunity for brands to create limited edition items to leverage the gift giving season. In this article see how niche fragrance brands and major players found authentic ways of staying true to their brand while marking the holiday.