The 'skinification' of men's fragrance is the latest trend to watch

By Jo Allen | Published: 20-Apr-2023

Blockbuster perfume brands are aiming to convert their male fragrance fans into skinthusiasts

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This article was originally published in the Male Grooming Trend Report Receive your copy here.

The support act of the perfume world, fragrance ancillaries are generally overlooked in favour of the main event.

Convenient gifts for fans of a particular fragrance brand, the products contain a small percentage of the fragrance oils used in their edp counterparts and generally include a deodorant, sometimes a shower gel, and an aftershave balm at a stretch.

But men’s fragrance brands have never ventured above the jawline with their range extensions – until now.

The past year has seen some of the biggest and most successful fragrance brands in men’s perfumery dip their toes into facial skin care, with ranges that go far beyond the usual products that would be launched to complement a fragrance franchise.

Dior’s Sauvage – which became the world’s best selling fragrance last year  – across both male and female fragrances – launched a grooming range that extends the fragrance brand into a daily skin care ritual, with the brand stating: “Much more than simple scented derivatives, these formulas are the result of a long research and development process.”

Focusing on sensorial textures – the star product of the line is the two-in-one Face and Beard Hydrating Skincare with a light gel texture – Dior has also pushed communication around the high percentage of natural-origin ingredients in the line such as cactus extract to help the skin get rid of dead cells, and glycerine from vegetal origin for hydration.

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