The perfume market has taken off since the pandemic, both in terms of volume and value (+21% in 2021, +15% in 2022). This surge came together with a change in consumption patterns, in particular amongst the younger generations. Gen Z considers perfume as a factor of well-being, self-confidence and a personality statement. These new consumers are changing the face of perfume and combining them to be adaptable to different occasions.
New fragrance application trends
When it is about fragrance, Gen Z prefers different application systems to the traditional sprays such as roll-on, pencils, sticks, foam tips. The current trend is leaning towards a reinvention of methods of use and textures of perfume, and the art of layering.
This has brought new consequences for brands, in particular the need meet new expectations, for instance by offering new methods of use, like Miss Dior Blooming Bouquet and Miss Dior Eau de Parfum, which were reinvented as pink translucent alcohol-free sticks by Parfums Christian Dior.
“Layering Perfume” Collection
Not surprisingly, in the new offering showcased by Superga Beauty and their partners at Luxe Pack Monaco (September 30 – October 2), perfume is no longer sprayed, it is applied and combined.
These new methods of use required to imagine new associations between packaging and formulations.
With brushes and roll-ons in the “Layering Perfume” collection, Superga Beauty is providing brands with a sensory oil perfume packed in a tube. Designed by Cosmogen, the tube can be associated to a crystal pearl or a flexible brush, for soft and sensory-based application directly on the skin. This packaging matches with three different uses: layering, touch-ups and travel. Its opening mechanism – Cosmogen’s patented “open-close” rotating head – guarantees travel in total security without any risk of leaks.
Packaging is also developed to meet ecological standards since it is fully recyclable.
As far as the fragrance is concerned, GBC formulated an alcohol-free and vegan gel oil, for a neutral, non-sticky and non-greasy finish on the skin. Made from natural ingredients, the fragrance offers a powerful level of intensity and scent, even at a lower dose.
The perfumed stick, the third item of the “Layering Perfume” collection, is packed in a single-material (PP or PCR) applicator-container, designed by Cosmogen to be refillable, recyclable and water-tight.
GBC formulated a transparent neo-concrete texture thanks to a natural gelling agent. Its light oily base offers an extra touch of luxury intensity to the fragrance whilst being soft and effective to apply.
“The methods of applying perfume are changing and it is essential for brands to all adopt the technical resources to be able to respond to these new trends. With the ‘Layering Perfume’ collection, created in collaboration with our expert partners – Cosmogen for packaging and GBC for formulation -, we are offering brands a key-in-hand solution on the market for new, affordable and effective products,” concludes Leslie Bréau Meniger, CEO of Superga Beauty.
