This article was originally published in the May issue of Cosmetics Business Trend Report
What makes a fragrance successful? The branding, the bottle, the concept and innovative marketing may all play a role, but in terms of the scent itself – the juice – is there a defining olfactive trait that appeals to consumers far more than any other?
Olivier Aron, founder of ROSAE, a consumer research consultancy for the perfume industry believes so. The company has found a correlation between the ‘natural perception’ of a scent and the success of that scent – in other words, the most popular juices are those that consumers perceive to smell convincingly natural.
“We’ve had some insights before on this, but post-Covid, this is now becoming extremely important,” says Aron. “This is not about the fragrance being 100% natural in terms of its composition, it’s about the perception of the scent.
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