Humankind has long understood and celebrated the power of fragrance, dating as far back as the ancient Egyptians who harnessed scents for prayers and special religious occasions.
And, as with all long standing traditions, the role of fragrance in people’s lives has continued to evolve, develop and diversify throughout the ages and cultures – even weathering such significant storms as the global Covid-19 pandemic.
As one of the beauty sectors richest in storytelling, perfume houses have long excelled in enticing consumers into a world of luxury, extravagance and elegance with a spritz.
Recent years, however, have seen the category develop in more diverse ways, from brands deciding to abandon the traditional ‘oriental’ scent family in favour of more inclusive language to the rise of more sustainable and personalised fragrance launches more targeted towards wellbeing.
- 'It's the perfume equivalent to taking the knee': Is it the end of oriental fragrances?
- L'Oréal harnesses neuroscience for fragrance personalisation
- Coty poised to launch world’s first carbon-captured ethanol fragrances
- Scent in the time of Covid: How can fragrance makers improve consumer wellbeing?
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