THE DEMISE OF THE SIGNATURE SCENT

We have been immersed in the fragrance category for a while now and wanted to share some of the reasons why signature scents are no longer a thing amongst consumers in this category, like they once were. Here's our summary:

1. Self-Expression: In 2024, people want to express many aspects of themselves by scent, not be reflective of just one scent. How one-dimensional would it be to only wear one perfume?
2. Occasion-Based Choices: Different occasions call for different perfumes, similar to how we choose different outfits for different events.
3. Seasonal Preferences: Perfume choices can change with the seasons, with lighter scents preferred in summer, and warmer, cosier scents in winter—although not everyone behaves this way.
4. Self-Indulgence: For many, buying new perfumes is a form of self-indulgence and a treat, much like buying new shoes or desserts. Telling them to stop at one perfume is interpreted as a punishment.
5. Mood Enhancement: Perfumes can boost moods and provide emotional comfort, thanks to their direct impact on our brain's olfactory pathways.
6. Avoiding Boredom: People get bored of wearing the same scent every day, preferring to mix things up to keep life interesting.
7. Fear of Missing Out (FOMO): With so many new perfumes being released annually, people fear missing out on potentially 'perfect scents', leading to frequent changes in their perfume choices.
8. Trends: Perfume trends come and go, influencing people to try new scents as they become popular.
9. Influence of Social Media: Social media influencers and beauty bloggers are playing a significant role in shaping consumer preferences for more fragrances.
10. Fragrance Layering: Layering different perfumes, or "fragrance cocktailing," is a popular trend that allows people to create unique scents and make their perfume collections work harder.
11. Limited Editions and Discontinuations: The availability of limited edition perfumes and the discontinuation of favorite scents force people to continually seek new options.
12. Scent Profile Preferences: Many people stick to a general scent profile they like (e.g., floral, woody, gourmand) but experiment with different perfumes within that profile.

For a broader discussion on this topic, check out this blog post from Wicked Fumes who we worked with in obtaining these insights.