Fragrances blending both fashion & Business houses

Recently there has been an upsurge in fragrance launches across the globe.

Earlier fashion houses like Chanel, Dior, Gucci, etc who had established themselves as fashion brands introduced their signature fragrance lines to personify their presence and keep their customers engrossed with the brand personality.

This trend was carried forward by celebrity-driven fragrance brands like JLO, CR7, Paris Hilton, etc each having their signature fragrance line for their raving fans and followers.

Recently, the trend of fragrance launches has entered the publications/media world wherein the latest entrants are Esquire and Cirque de Soleil.

But why do fashion designers or celebrities have their fragrances?

The answer is – that fragrance is an extension of a fashion statement, it is aspirational, and it combines the story of a fabric with the sensory elements through scents.

Though fashion designers are not Perfumers they do have one thing in common i.e. the sense of art and story-telling.

Designers tell their stories through their fabrics, color palettes, styling, cuts, etc and Perfumers tell their stories with their fragrance notes, each blended like a musical note of a symphony.

Fragrance personifies the brand personas into its sensory elements and gives character to a fashion brand.

Look at the Esquire magazine fragrance line and their names, each distinct name personifies the media designations.

Cirque du Soleil, the Quebecois entertainment company known for its elaborate Las Vegas shows, launched its first fragrance this spring. 

Crypto exchange platform Binance created a perfume in March to attract women to cryptocurrency. 

These launches speak to fragrance’s growing power as both a revenue stream and a marketing tool. 

According to data analyst firm Circana, fragrances represent the fastest-growing prestige beauty category this year thus far, with dollar sales up 12% in the first half of 2024 versus the same period in 2023.

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Learning: 

If a brand wants to create a sensory experience for their customers and weave them into their fabric of storytelling, then developing a fragrance line is the answer.

Being a student of the fragrance and fashion sector and having spent over 25 years in the industry, I still feel so excited to learn new marketing tools that are emerging in the sector new concepts, and new mood boards for fragrance launches, I am confident that coming times are brighter for fragrance sector overall.

If you are a retail fashion /beauty business owner and want to scale your business both in physical and digital space,  Schedule a coffee chat with me to grow your business.