In order to successfully define innovation in the fragrance industry, I have picked out 3 key areas of recent innovation I have recognised during secondary research.

1.Personalisation

Personalisation has become a mega trend in many industries, but most importantly for the beauty industry.

Le Labo is a brand in my opinion that’s taking an innovative approach to the fragrance industry. The brand has recognised that consumers want individuality and they have approached this gap in the market my allowing them to personalise their experience.

Labo has created a questionnaire in order to identify each individual’s taste in scents, and then hand-create and deliver the bottle to customer. They also offer the option to personalise or engrave the bottle itself, as well as creating a fresh scent (after you pick your favourite one) in front of you so you can see exactly what is being used in your unique fragrance.

2.Transparency

With the rise of veganism and activists for climate change and animal welfare, the ride of brand transparency links arm in arm. In my opinion, transparency is an innovative way of gaining the trust of consumers. More and more environmental health organizations and even more consumers are calling for full fragrance ingredient disclosure – so they can make safer, more informed purchases.

From an industry conference with Sarah Clark-Martin about beauty trends shaping the market, she explained: CONSUMERS NEED/WANT TO SUPPORT CLEAN AND SUSTAINABLE BEAUTY.

Frank Voelkl collaborated with Beauty Pie to create 3 fragrances transparent in their ingredients. Voelkl used quality ingredients from Grasse. No glossy ads or fancy packaging, just a simple scent with its ingredients enlisted on the bottle, and I believe this is the type of honestly consumers are growing to require.

3.Technology

Technology could disrupt but potentially boost the future of the fragrance industry. IBM has developed a fragrance algorithm and it’s on its way to the fragrance industry. This database has the ability to record, people’s demographics, best sellers and even who was buying them. The database will analyse the data and create brand new formulas aimed at particular consumers. Consumers can then purchase the scent from the website, creating a bespoke perfume for you, creating a whole new retail experience.