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Sniffing Out Scent Clues to New Classics
By: Nancy C. Hayden
Posted: April 6, 2010, from the April 2010 issue of GCI Magazine.
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Floral accounted for nearly 60% of the 2009 fragrance launches. What will be the leading notes in 2010? Will the economic mood push consumers to simplistic and purer fragrances? Will there be a return to clean and fresh, to the comfort of the classic formula types that have been given subtle twists with new ingredients? And how many of these fragrance launches will find their way into consumers’ collective hearts?
Perfumers are challenged more than ever with limited time lines to produce uniqueness, and perfume ingredient suppliers must continually provide new materials to provide the nuances that translate into memorable skin identity.
The fragrance segment of the beauty industry has helped to develop a fickle consumer who is always looking for something new. But there will always be classic fragrances, and consumers will return to the comfort and security of wearing them. Why? Because fragrance has the ability to uplift and make them feel good. It is up to brand owners and suppliers to continue and push the boundaries of the creativity that went into the identity, juice and packaging.
Nancy C. Hayden is a chemist and a pharmacist with more than 30 years in the fragrance industry. She worked as a nose for Jovan from the company’s beginnings and as fragrance director for Jovan Beecham until 1988. Currently, she is a consultant to the fragrance and cosmetics industries.