The latest trends in European perfume

Mintel, a global market research and insight company, believes that European consumers want a "fresh" fragrance in perfumes at the moment, but manufacturers should go further and address the chaos caused by the novel coronavirus epidemic to bring consumers "free from reality" "Consolation. In addition, giving perfumes multiple functions is also a way for manufacturers to win consumers.

 
Fresh perfume fits "clean" consciousness
 
Mintel believes that the occurrence and spread of the new crown epidemic has changed the perfume preferences of European consumers.
 
The research company recently held a webinar entitled "The Survival and Development of Perfume under the'New' Normal". Its global beauty analyst Margaux Caron said at the meeting that the epidemic is clearly Increased people's need to stay clean, which fits well with the perfume preference that already exists in Europe.
 
Caron said: "For example, in Europe, fresh perfume is the most popular perfume product. Therefore, this type of product should continue to remain in the market..."
 
Cleanliness is not enough, perfume should make people "get rid of reality"

However, she emphasized that perfume manufacturers cannot just provide "fresh" perfumes, but must go further, especially during the epidemic. Manufacturers should provide perfumes that bring comfort from the world.
 
"(Consumers) want peace of mind. Perfume can help them achieve this state of mind. Adding a little escape from the world to clean perfume can win the hearts of consumers." Caron gives an example. The addition of musk notes is very useful because it has a A protective and reassuring quality.

 
Multifunctional supporting fragrance will become the "new normal"?
 
Caron also said that consumers now spend most of their time indoors seeking comfort, so there is huge room for the development of multifunctional supporting fragrance products.
 
She said: "Our lifestyle has recently been severely disrupted, so we have to re-develop products and break into the consumer's (new) lifestyle. Now is the time to diversify and reinvent in this category."
 
Caron believes that multifunctional fragrance products are "a blank area" in the long run, because people's lifestyle changes will exist for a long time, even if the blockade is lifted and the regulations on maintaining social distancing are relaxed.
 
Working from home will become the new normal for many people. She said that fragrance manufacturers will enter a "highway of opportunity" to produce new supporting fragrance products.
 
In the United States, people are already interested in this concept. Young people aged 18-24 in this country like to use air fresheners (at home) to complement their personal perfumes. "As early as before the new crown, Americans have shown their intention to match, supplement, and imitate personal perfumes with home fragrances."