Once there were few perfumes and therefore there were a few dozen annual launches, so having and wearing the same perfume as other people was something quite likely if not inevitable. Nowadays, however, in an increasingly individualistic society and with a plethora of new releases and proposals, one has the presumption and the pretense of having to have one's own personal perfume and one feels cheated when one discovers that others are wearing ours same fragrance. Perhaps, it wouldn't be so bad to go back to iconic perfumes, shared by groups of people with common passions and interests or with similar approaches to life ...

An ancient practice reinterpreted in a modern key under the sign of recycling and respect for the environment: products in reusable containers.

This article explains why it is advantageous and highly recommended, both for our body and our skin and for the environment, to use "waterless" products, ie products that do not contain water in the formulations.

In 2021, consumers will be increasingly interested in hyper-personalization and brands that will convey values in line with their own. Consequently, in order to be successful, a brand will necessarily have to adapt to these needs by proving to be ethically aware, transparent, to keep up with the times by seizing the advantages and opportunities given by artificial intelligence to make products increasingly personalized. and tailor-made and leveraging the benefits of subscription services to make it easier for customers to purchase.

Email marketing boomed during the pandemic as it is much easier to use than other digital advertising strategies and much cheaper. In fact, this channel is almost three times more effective than any other digital channel, also winning in terms of engagement and remarketing. During the pandemic, email marketing also changed its rules to be able to adapt to people's new lifestyle: the frequency of emails dropped slightly, while the sending time was brought forward and a more communicative language was adopted and empathetic, aimed at giving advice, providing tutorials and reassuring their audience with messages related to well-being and staying healthy.

In this interview Patricia de Nicolai explains how the universe of the Osmothèque of Versailles was born and how it works: a real perfume museum, unique and precious.

Interview with the founder and CEO Christina Kurganska of Ol.Factory and Kamana who talks about her projects, the current situation of the Ukrainian market, her vision of the world of perfumery, covid-19, her predictions for the future and much more.

A positive outcome from COVID-19 is that 56% of consumers surveyed indicate they have appreciated fragrance more since experiencing lockdowns.