The global perfume market is set to grow by 6.6% over the next five years, and the sole driver of this growth is poised to be millennials.
The 18-34 age bracket is changing, with demand for fragrance and luxury brands increasing in the era of flat lays and Instagram. According to fragrance research company ROSAE founder Olivier Aron, millennial patterns of fragrance consumption are straightforward, noting “they will massively reject any fragrances that do not come up with anything original.
“The best way to address millennials is through sheer quality and interesting stories. They want perfumes that are truly refined, and reasonably commercial.”
One brand who recently addressed this is Bulgari, who unveiled a new fragrance last week with Bella Hadid as the face. The millenial-focused campaign with Hadid fronting advertising was done with the “main role [to] obviously recruit young people”; as was quoted by Bulgari CEO Jean-Christophe Babin.
As many luxury labels move to recruit a younger clientele to their houses, a report from Mintel shows that brands should also be looking at advertising towards teens. Figures from the research company show that 71% of 10-15 year old girls in the UK use fragrance; however, less than 1% of fragrances launched in recent years were aimed at their demographic.
The role of teens as future pivotal consumers can’t be ignored, and Mintel analyst Michelle Strutton notes that “vloggers and peer social networks will be more effective than classic celebrity endorsement in building teen brands.”
Global top prestige brands are moving towards millennial advertising, with the likes of Marc Jacobs and Calvin Klein taking a fresh approach with Daisy and One respectively. The moral? Teen girls can be largely expected to emulate the consumer behaviour of the 16-24 age group, who are most likely to aspire to high end and exclusive brands, says Mintel.
Here, BD lists the brands that are nailing the millennial market:
essence Beach Cruisers body spray
essence offers quality cosmetics at affordable prices. Made in Europe, essence features a range of make-up products in on-trend shades that offer excellent coverage, smooth textures, and are easy to apply and blend.
Abercrombie & Fitch First Instinct for Her
Abercrombie & Fitch is an American lifestyle brand. It offers a range of fragrances for both men and women.
Ariana Grande Sweet Like Candy
Actress and internationally acclaimed recording artist Ariana Grande has released a range of fragrances that embody her unique character and style. Personally crafted by the star, the fragrances capture her flirty fashion sense, bubbly personality and energetic stage presence
Coach Eau De Parfum
For nearly seventy years, Coach has thrived in the heart of New York’s fashion district in Manhattan. Steeped in a history of craftsmanship, leather innovation and design excellence, the brand is considered an American icon around the globe. A favourite of Hollywood’s and New York’s social set, the luxury brand is posed for its global launch of Coach’s signature fragrance.
YSL Black Opium Floral Shock
Yves Saint Laurent Black Opium Floral Shock is a fragrance for women that combines a black coffee accord with a fresh mineral one. It features notes of freesia, bergamot, sugar pear, gardenia, orange blossom and white musk.
Jimmy Choo L’EAU
Jimmy Choo L’EAU is a sensual fragrance for women. It combines a symphony of floral, fresh and musky notes to evoke femininity. The fragrance features top notes of hibiscus flower and bergamot, heart notes of sweet nectarine and floral peony and base notes of cedarwood and musk.
Michael Kors Sexy Blossom
Michael Kors Sexy Blossom is a limited-edition fragrance with a floral woody musk scent. It features top notes of lychee, rose petals and dewy leaves; middle notes of pink peony, muguet, freesia and pink orchid; and base notes of ambrox, musk and sandalwood.
Marc Jacobs Daisy
Marc Jacobs Marc Jacobs Daisy EDT aims to capture a fragrance of youthful sophistication. The top notes of strawberry, violet and ruby red grapefruit make a fresh impact. A base of musk, vanilla and white woods balance out tones of gardenia and jasmine.