Jonathan Brinbaum, global general manager of Bvlgari Parfums, talks to Hannah Tan-Gillies about the company's strategy: streamlining its distribution network and moving its product portfolio towards super premium and high-end lines. Bvlagri Parfums, according to Brinbaum, plays a special recruiting role for the Bvlgari brand. “We are the entry level purchase to recruit new customers in the Bvlgari world. As we elevate our total brand image, we must also elevate the perfume experience and appeal to younger generations in a new and exciting way.” Bvlgari's new Scentsorial experience, incorporating the Metaverse and NFTs into a multi-sensory journey , is a prime example of how the brand aims to appeal to the younger generation through technology.Scentsorial first debuted at the TFWA World Exhibition in Cannes.

The fact that L'Oréal recently acquired a minority stake in young Chinese high-end perfume brand Documents (闻献) confirms the growing interest in this developing category on the Chinese market. In late 2021, Puig acquired a stake in Scent Library (气味图书馆) and Firmenich signed a strategic partnership with Harmay (话梅), a new retail brand. “Compared to European and American consumers, the Chinese prefer intelligent, light, subtle, but not too sweet notes,” says David Huang, nose and Technical Director of Robertet. In addition to that, he insists they expect other functions than just a smell. In addition to the originality of a niche product, for example, perfumes must have a positive influence on our daily mood and improve our working condition by diffusing refreshing aromas.

Euromonitor has released the study "Revamping Digital Engagement in Fragrances", highlighting the factors driving fragrance innovation and the evolution of consumer demands following the COVID-1, including the relevance of ecommerce, towards which they have migrated all generations of consumers and the repositioning of the image of fragrances. As high levels of stress globally introduced the demand for emotional well-being, the industry has repositioned fragrances away from sensuality and social occasions towards self-pampering , feeling special and personal well-being, and added functional statements related to emotions and mental well-being.

Fragrance sales remain resilient despite the current economic climate. Why? It could all be about the way a scent makes you feel.

Sleep expert Ray Soberano describes essential oils as a natural alternative to sleep medications, as they relax the mind and body, and help reduce sleep disruptions such as snoring, sleep apnea and night heat. The various oils with relaxing properties such as Vanilla, Cedar, Chamomile and Lavender, Bergamot, Jasmine, Ylang-Ylang and their effects on the nervous system are reviewed.

In a post-pandemic world, where mental health has become a top priority, recent research by Givaudan found that 85% of people think fragrance can have a positive impact on their mood and well-being.

MoodScentz, Givaudan's AI-powered fragrance design technology, introduces a new neurobiological measurement capability that helps better understand how fragrances can function as mood enhancers. “The updated platform is the result of four years of collaboration with world-renowned academic leaders and a legacy of more than 35 years in neuroscience research,” Givaudan said in a statement. MoodScentz+ covers a wide range of positive moods including: 'Relax and Unwind', 'Invigorate and Recharge', 'Happy and Blissful'. MoodScentz+ therefore fits perfectly with current consumer expectations.

Neuroscience and technology meet niche fragrance, bringing to market fragrances that make you smell good and feel good.

What smells will we smell in a decade? Will we smell different? Perfumers and flora agriculture experts believe so, as the flowers and herbs used to create perfumes are losing their habitat or changing their genetic markers due to climate change. An interesting study dedicated to how climate change can affect the supply of raw materials in India and how producers are coping with this risk.