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The Future Of Beauty: The Future of Fragrance

By: Shiri Sarfati, Lisa Negrelli, Jessica Wolfe, Monika Ziobro
Posted: November 11, 2010
MPS degree program in Cosmetics and Fragrance Marketing and Management at FIT

Future of Fragrance: (from left) Shiri Safati (Repechage), Monika Ziobro (Coty Prestige), Rochelle Bloom (The Fragrance Foundation), Jessica Wolfe (Symrise Inc.), Lisa Negrelli (International Flavors and Fragrances).

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Education: A study conducted at Harvard University found that volunteers exposed to rose scent while sleeping after studying were able to remember the studied material without being exposed to the scent again. Another study showed that students who learn in a room scented with rosemary or lavender were far more likely to remember the information studied when exposed to that scent again. The sense of smell is being underutilized in early education. All other senses are incorporated into elementary education. One’s ability to smell reaches a plateau at eight years of age. By incorporating scent education in primary education classes, students will be able to identify scents that occur in nature, develop a scent language and understand why they prefer certain scents.

Social Network: 1.2 billion people, or 20% of the world population, are between the ages of 15 and 24. Of this population, 96% have joined a social network. The average millennial, those born 1982 to 1995 and now 15 to 28, has 426 Facebook friends. Because of this exposure on social networks, the future of fragrance is through word of mouth utilizing digital media. Consumers will tell their fragrance stories in their own words online. By 2020, consumers will finally be able to describe what they smell and will have a fragrance vocabulary through scent education.

TV Network: The Food Network, HGTV, The Style Network and CNN have been instrumental in boosting awareness for chefs, designers and 24-hour news. Consumers are well educated about cooking and where ingredients come from through The Food Network. Direct selling networks, such as QVC and HSN, are selling an increasing amount of fragrances on television through storytelling and describing the fragrance. Television will be the new platform for fragrance awareness, education, sampling and purchase in 2020.

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Ingredient Story: Ingredient stories are used to connect with the consumer in industries from air care to ice cream. Companies such as Häagen-Dazs are calling out the ingredient story in advertising and marketing, connecting with the consumer tangibly through relatable ingredients and taking them on a sensorial journey to where ingredients are sourced.