Korean retailer Shinsegae is adding to its niche fragrance portfolio as it looks to create “the next Diptyque” in this growing market. Consumers continue to appreciate the point of difference offered by niche brands while showing little or no price resistance.

Capitalizing on the return of Chinese travellers to London, Penhaligon’s teamed up with a leading influencer during a livestream from the airport to promote the brand over a two month period. Aired on Chinese travel app Ctrip which has 400m active users, the broadcast centered around the topics of travel, fragrance and London.

Florence’s iconic 800 year old brand has just launched a new collection of three scents that highlight botanical ingredients found in the gardens of Medici family villas dating back to the 15th and 17th centuries, emphasizing the link between the brand and the former Florentine ruling family.

As local brands in China are on the rise there is still space for a leader to emerge. As such, the time is ripe for the country to develop its fine fragrance culture. In anticipation of this movement, Symrise has recently opened a fragrance creation hub, the Little Red House, in Shanghai, where it will tap into local tastes, memories and pride.

It’s a delicate task to modernize a 19th century heritage brand, to respect the past while becoming relevant for today. New owner and CEO Amélie Hunyh talks about storytelling, the importance of having a brick & mortar presence and the value of not compromising on quality.

We bring this article to our audience to alert them to the rise in clones and imitators since this segment is taking an ever increasing portion of fragrance sales globally and it is resonating with younger customers. The minimal packaging, reduced overhead and consumer-centric strategy are behind the appeal of this brand. Perhaps there are some lessons that can be learned?

We have heard about the growing hair perfume trend and although this article came out a few months ago, it summarizes what it is and what it does. Many niche – and formerly niche – brands have come into the game.

The science of olfaction is behind our ability to smell and to how we interpret odors both consciously and subconsciously. Here we learn how the nose processes smell both from a perfumers and a neuroscientists’ point of view. Could it be that, biologically, perfumers have a physical advantage that allows them to have a heightened sense of smell?