Fragrance Insider: White Luxury – A Return to Refined Opulence
The art of fragrance branding synthesizes message with muse to depict, both literally and figuratively, the shades of the social landscape and convey the trending undertones of the sensory spectrum.
White is the New Black
Today, the fragrance kaleidoscope reveals a 180 degree change in direction from black to white, exemplifying the lifestyle shift from lavish extravagance to simple elegance.
The over-connected world of around-the-clock communication has inspired this “return to refined opulence” by fueling the consumers’ yearning to rediscover life’s simple pleasures.
The “white luxury” trend, as it is coined by fragrance branding professionals, echoes the consumers’ need to embrace the natural and incorporate its ethereal and comforting authenticity into their environment. The consumers’ desire to create their own personal sanctuary of relaxation and renewal has driven demand for products that exhibit organic, unrefined, luxuriously inspiring qualities, and has continued to blur the definition of true luxury.
Subsequently, the more subtle brands are reaping greater appeal than their flashier competitors, with consumers demanding quality over status symbols. Similarly, white, the hue seen to embody the purity, softness and refinement resonating with consumers, has become the focal point in all aspects of fragrance branding.
The White Direction
White, and the quiet luxury this color represents, is trending across a vast array of market categories i.e. food, fashion, art, decor and fragrance.
There is an increasing interest in raw food diets and pure ingredients as seen in the growing market share of pure nut milks, a popular and healthier alternative to dairy milk.
Sensual, cocooning silhouettes in soft, billowy white fabrics grace the runways.
White plays with shadow in art forms using simple materials to create more intricate pieces.
Softness is at the heart of home décor with accents of cozy textures and padded surfaces. Pod-like and faux fur lined furniture creates intimate, cocooning interior spaces. Nuances of softness and tactility are augmented by applying added cushioning and layers to hard surfaces. Fluffy white feathers and plush white fabric s and knits seamlessly exude a feeling of luxury.
White fragrance directions have become the prominent trend across a variety of categories. Top marketers in the field have turned the page from the year-long trend of black and now are telling “white stories” through all aspects of their fragrance branding, specifically packaging and naming. Purity and opulence are the fundamental themes expressed throughout these fragrance stories.
Pure and Simple
At the very heart of the white luxury trend is the marriage of purity with comfort and authenticity with elegance. Fragrance marketers hoping to capture consumer attention and market share will need to incorporate the theme of refined opulence in their branding strategy and position their brands to appeal to the white luxury consumer, also know as the discrete connoisseur.