The Fragrance Trends Forecast 2010 was compiled using fragrance industry input via a questionnaire and comments from experts at a recent Fragrance Trends Forecast panel discussion.
Amongst those to contribute to the report were fragrance houses Givaudan, Symrise and Robertet.
Blogging is ‘new PR vehicle’
The report predicted that blogging will have a large impact on future fragrance development and marketing, with the report describing this internet phenomenon as ‘the new PR vehicle.’
Lyn Leigh, communications director at the Fragrance Foundation told CosmeticsDesign.com USA that the nature of blogging plays an important role in connecting brands and consumers.
“Engaging directly with the consumer, getting their feedback, understanding what it is they really want is all part of the blog evolution and can help fragrance marketers understand their needs and wants better,” she said.
Similarly, the report flagged up the potential of blogs as a product development tool and a new way to supplement traditional market research and focus groups.
Internet and home shopping networks
Looking outside of the traditional retail channel of department stores, the report identified the internet and home shopping networks as good vehicles for fragrance sales.
According to Leigh, these sales channels can be good ways of drawing consumers to a fragrance.
“Both vehicles allow the personality and character of the fragrance to be described in great detail and with passion,” she said.
“This is especially true of home shopping channels when the perfumer, or the personality associated with the fragrance can describe all the nuances. It’s like the food shows. You can’t smell or eat the food but you definitely know what it tastes like,” she added.
Fragrance industry hard hit in 2009
Identifying successful ways to market and sell brands is all the more crucial for an industry that has been hard hit as a result of the economic downtown.
According to market researcher NPD Group, prestige fragrance sales in 2009 fell 10 percent on 2008 to a figure of $2.48bn.