Introduction: One of the big winners of the pandemic years is fragrances, particularly niche and prestige scents. As consumer knowledge of the nuances of perfumery grows, so too does the desire for fragrances that reflect individuality and work as tools of self-expression.
Tom Ford Beauty, Kilian Paris, Darphin, Senior Vice President and General Manager, Travel Retail Worldwide Sung Pak and Jo Malone London, Bobbi Brown, Editions de Parfums Frédéric Malle Senior Vice President and General Manager, Travel Retail Worldwide Ayaz Furniturewalla explore the power of fragrance and how consumer preference is evolving, particularly in China.
In the latest Moodie Davitt Spotlight Series eZine, which highlights The Estée Lauder Companies’ dazzling retail offer at the recently opened Global Beauty Plaza (Block C) in the cdf Sanya International Duty Free Shopping Complex, they discuss the biggest trends influencing their respective brands. They also talk about how these prestige fragrance houses are bringing their evocative brand universes to life in Block C.
The fragrance category has accelerated significantly over recent years, particularly in China. What do you think are the key drivers?
Sung Pak and Ayaz Furniturewalla: There has been a global acceleration in fragrances, particularly in China, where fragrance is very much an emerging category. During the pandemic we saw demand for fragrance take off and there are no signs of this slowing down.
As an affordable entryway to luxury, consumers are increasingly looking to fragrances as a way to indulge and escape from their day-to-day while also using fragrance to represent their individual personalities.
How are your brands specifically helping consumers indulge and represent their individual personalities?
SP: Fragrance is very personal. It really taps into people’s emotions as the sense of smell is so closely linked with memory and emotions. We know the consumer wants more than to just buy a product; they are looking for something that represents their lifestyles and sometimes they are looking for something more aspirational, which our fragrances help them achieve.
Interestingly, our more sophisticated fragrance users are purchasing fragrances for different occasions – we call this a fragrance wardrobe, which is central to the DNA of the Tom Ford Private Blend collection. This scent can change depending on their mood, the season, what they are wearing or even the time of day. We’re also seeing users layering scents to create something that is special to them, which is both fun and exciting.
AF: There is a strong emphasis on selfcare and wellbeing, which translates well with this category. As Chinese consumers seek more luxury brands, their mindset is shifting and they are increasingly becoming more interested and focused on the legacy, artistry and storytelling behind our brands and products. This is the type of consumer behaviour we typically see when people are purchasing other luxury goods.
When people first encounter the Editions de Parfums Frédéric Malle brand, they are intrigued by the way the Founder, Frédéric Malle, has elevated perfumery to art. He offers the greatest perfumers in the world the opportunity to fully express themselves through the creation of perfume masterpieces.
This special creative process results in a wonderfully diverse range of perfumes. As a consumer, you are encouraged to explore this eclectic collection to find a signature scent that embraces your own identity.
We welcome everyone into the house of Jo Malone London. Consumers will immediately feel this sense of being home and feeling included. Our townhouse-inspired fireplace seating area at our new boutique in the Global Beauty Plaza makes any customer feel at home, providing a relaxing space to receive personalised, one-to-one services, such as hand and arm massages with our stylists.
Gifting is also central to the brand which speaks to its spirit of generosity and kindness. There’s a strong emphasis on personalisation, which further allows the consumer to make each gift their own. ✈
Click here to read the full interview on The Estée Lauder Companies Moodie Davitt Spotlight Series eZine.
