For many perfume houses, the past two years has had its top notes and base notes. Ringing out, clear and immediate, have been the pandemic’s sharp challenges; below, the steady currents of a luxury market responding to meet the changing demands of consumers and the opportunities of the digital age. From product and production to how brands position and sell their products, trends and developments have been cumulative, responsive – and sometimes unexpected.
Could the luxury perfume sector have imagined that free sampling, for example, would become a vital part of the landscape? Luxury fragrances were a bit snobby about free samples in the past; it seemed like a bit of a department store thing to do. Now, for the first time in my career, I see high-luxury fragrance houses investing time and money in them. If people weren’t going out, you had to find a way for people to smell your goods and to buy them. Necessity, it seems, is the mother of reframing. To read further click here