The Story in Scent

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In the world of beauty and beyond, fragrance is a critical component of countless products. Consumers look for scents that individualize their experience—be it in the spa, at home or through personal care products. But while demands for creativity have been answered to some degree, quantifying the whims of the consumer can be a bit more complicated.

Fashionably Scented
Artisan fragrances are seeing a resurgence, thereby reviving the industry’s art form status. Symine Salimpour, owner of Hors La Monde, is launching Shiloh, created with Michel Roudnitska. The fragrance from this fashion company showcases the artesian at work. The top notes are cedarwood and patchouli, complemented by bergamot oil and a hint of rose. An imminent U.S. launch has been scheduled.

Holiday Clean
Celebrating its 200th anniversary, Lanman and Kemp-Barclay & Co. introduced five holiday collections of bath products in a variety of scents, including its Florida Water cologne. The collections are packaged in festive reusable containers, including sleighs.

Artistic Wrapping
Fine fragrances provide a sense of the luxurious. Part of their appeal is not just the scent itself, but the packaging that houses it.
To be released at U.S. department stores in October 2007, DKNY Delicious Art features Be Delicious, a fragrance with an original abstract design created by artist Yoon Lee that uses signature acid green on a black and white base to suggest the neverending motion of two-way traffic.

Usher’s new fragrances by Liz Claiborne Cosmetics and Firmenich are Usher for Men—a woody musk with top notes comprised of verbena, melon and pineapple, and Usher for Women—a fruity floral that opens with notes of red currant, pink feesia and apple blossom. The packaging includes a cap inspired by his jeweler’s ring designs with camel, black and silver packaging. Both fragrances are launching in September at 1,800 doors in the U.S.

Fragrant Decor
Home fragrance has seen the return of a big player. Procter & Gamble reentered the realm of candles with its Febreeze candle, utilizing its odor-eliminating technology while perfuming a room. The scents include Meadows & Rain, Spring & Renewal, Linen & Sky, Vanilla & Refresh and Apple Spice & Delight, with holiday scents to launch later this fall.

With the challenges and changes within the industry, fragrance continues to be a large part of the brand story, communicating the product’s message straight to the consumer’s nose.

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