What challenges facing in producing fragrance in cosmetic industry
1. Too many brands offer the same uninspiring product and experience
The number of new fragrances launched is absurd: 2,095 new fragrances launched worldwide in 2016, compared to 581 in 2003. Brands should focus on quality in Rather than quantity – build existing credibility. In the ranges, focus on engaging stories and ultimately encourage second purchases.
2. Consumers are no longer interested in fragrances as they were in the past
Retailers must keep up with a world of social media and sharing. What challenges facing in producing fragrance in cosmetic industry? How is the fragrance shared? What is new and exciting to tell? It is important to create unforgettable experiences and new ways of interacting with the customer. I especially like Diptique’s Soho pop-up, which celebrated 50 years of perfume making.
3. No one is impressed by celebrity fragrances anymore
The novelty has faded and people are becoming more and more cynical about the same product, another celebrity. We saw it right after the crash in 2008, and in today’s American industry it is taken for granted that the celebrity market collapsed. What challenges facing in producing fragrance in cosmetic industry? Rihanna and some others have fragrances that go well, but it is nothing like what it was before. Building a credible story around the fragrance itself without relying on a famous name to sell it can change customer perception.
4. The retail experience is boring
For a product so full of glamor, mystery and joy, the perfume retail experience is largely disappointing: Rows and rows of fragrances that look and smell similar, only differentiated by your name. How is anyone supposed to get over this, let alone get inspired? Brands must rethink traditional and outdated merchandising practices and give retailers the freedom to sell their products creatively.
Sephora has started to address this by shifting focus away from the bottle wall bays and creating a play area called Insta Scent, and Bloom in Covent Garden has been marketed for scent types. Bloom’s focus is on the customer journey – try it, take the time, and find the real scent. Another great example is the Floral Street niche store. It sells a small selection of private label fragrances that are marketed according to lifestyle and personality.
5. Aesthetics and ad formats are out of date
No matter how beautiful and sexy the model is, or how pretty those flowers she walks with, if you see too many such images, they lose their charm and glamor. This ship sailed a long time ago. Is there a way to dig a little deeper? Scratch the surface to tell the story of your product and give the consumer a story to buy. When someone understands the provenance, it adds much more value and depth to the product.
6. Relying too much on discounted products to move inventory
It is a fine line to discount a fragrance so much that it loses its value and at a price that is far beyond the reach of your target customers.
If you click on this link, you will redirect to:
Check out the Canadian Healthcare News on the healthmagazine.ca : A simple therapy to boost resilience
7. Fragrance is no longer an impressive gift
What challenges facing in producing fragrance in cosmetic industry? What was once considered a great gift voucher is now seen by consumers as a risky or sometimes even lazy gift idea. How can you guarantee that it is the right fragrance for you? How do you know it was a personal or deliberate purchase? Smell is such a personal preference; it can easily go very wrong.
There are some brands that use unique and inspiring possibilities to make fragrances a special and moving gift. ScentBird and Commodity Goods are two things that come to mind that samples and testers are fun and allow for customization with simple and custom scent blends.