Continental “Airways”: Fragrance Trends in Europe
Music, Fashion, Décor, Flavor, Fragrance…The USA has always looked to what is trending “Across the Pond” as inspiration for their own creative endeavors. Today, that trend continues to show no sign of stopping, as our world becomes increasingly globalized.
Consumers have a growing desire to genuinely understand and connect with other cultures. The global air care market reflects this polycultural mindset, incorporating into their fragrance creations worldwide destination and customs, as well as exotic flavor-inspired ingredients from around the world.
Not surprisingly, fragrance trends in Europe are creating buzz across the continental airways and setting worldwide trends. The core group in this continent is France, Germany and the UK for both sales and olfactive preference.
So, what inspires and shapes the preferences and spending choices of the European consumer, and what fragrance and lifestyle trends are influencing and driving this market?
Nature Takes Its Course
Collectively, the European consumer favors natural or nature-inspired fragrances over synthetic blends. Individually, climate also plays a role in more regional preferential differences. The warmer, Mediterranean countries desire lighter scents while the northern, cooler areas enjoy the richer notes of woods, spices and Orientals.
More specifically, France fancies floral and chypre types, and leans heavily towards heritage florals like rose, jasmine and orange flower. French consumers also appreciate fruity accords of cassis, bergamot and citrus. Conversely, they shy away from products with predominantly gourmand notes.
German consumers, however, gravitate towards the heavier scents and are drawn to the sweetness of amber and powders with a touch of vanilla. They also find appealing notes reminiscent of clean outdoor woods. Floral and herbal nuances are also favored in air care compositions marketed within Germany.
In exploring fragrance trends in Europe, specifically the European luxury candle market, there is a focus on the warmth of oriental, wood-based scents as well as the natural allure of herbal accords and classic florals. Similarly, certain notes and essences take center stage as the predominant aroma in key product launches. These include amber, lavender and rose.
The European consumers’ fondness for these scents has a great deal to do with what emotions and mindsets they connect with them. During a sampling of European consumers who were asked what scents would make them feel “more sensual”, amber was the scent that came to mind. Woodsy notes such as rosewood and sandalwood were viewed as generating a “spiritual” feeling, while lavender once again came in as the scent characterized as most relaxing.
Fragrance trends in Europe reflect not only what fragrance preferences drive consumer spending, but more importantly, what feelings and experiences consumers hope to derive from them.
Ultimately, fragrance trends in Europe parallel a consumer culture who strives to surround themselves with sensual, relaxing, naturally derived fragrances, ultimately creating a beautiful sanctuary they can call home.