We see five main trends for the future:
a) Addictive Connections of high energy, new naturals, and new acceptance levels. The idea here is that energy, nature and non-traditional notes of addiction are being accepted. The energy and life source found in nature is a huge theme; it is the new “addiction” we are seeing now from our perfumers. Beyond that, allowing natural and synthetic ingredients to live together under this new approach is key for the future.
b) Soft Whispers that are more powerful than our current understanding of ‘strength’. The idea of a slow, emerging power within the perfume that’s not always driven by the top notes. Connecting to the larger trend of inner beauty being stronger than outer beauty in the olfactive construction of the perfume.
c) Seeing the common ‘fresh and clean’ through flavor profiles. Our perfumers are choosing to use more of our flavor driven notes to show ‘freshness’, which is a new and truly different approach for marketers today. We know that the idea of fresh and clean is a great testing attribute for all generations and genders. We see exploring the world of freshness as a huge trend moving forward.
d) Emotionally charged gourmands that bond with your heart and senses. Gourmand or “edible” notes is a key area that has yet to be fully discovered. Last year we saw gourmand going more gourmet, and we are continuing to see that with new chocolate notes, boozy notes, and nostalgic gourmands of bubble gum, praline and Coca Cola. This trend is the idea of constructing a gourmand fragrance using emotions rather than the ingredients as your touch points. This trend is about creating nostalgia, happiness and comfort with a hint of reassuring sweetness in a fragrance rather than over-the-top sticky, lacquered fruity or whipped gourmand notes.
e) Desiring the dirtiness is a positive beauty we all admire innately. This trend is truth coming from the imperfections in natural or synthetic ingredients being pushed. This trend goes against the grain of a ‘sea of sameness’ and having something different (true to natural), rather than manipulating a perfume so many times for it to ‘test well’ or be familiar, approachable and/or overly commercial. This coincides with the much larger trend of seeing beauty in all things natural and real. Most brands are trying to go after this space and it needs to be greatly explored on an olfactive level in the coming years.