Fragrance trends of 2015 are a reflection of the year’s social landscape and an expression of the emotional climate created by today’s consumer both individually and collectively. The fragrance compositions inspired by these trends are designed as sensory snapshots of the consumers’ drives, dreams and desires.
The Drive: Freedom & Individuality
Consumers are overwhelmed by the stresses of daily life. Work, family and a never-ending “to do” and “do better” list, combined with the air of anxiety generated by an influx of media messages focused on fear, negativity and a “succeed at any cost” mentality have pushed consumers to their breaking point. The result has been the emergence of a new consumer, one with a powerful drive for freedom and individuality.
Consumers want to break free from all labels, rules and restriction and convey every aspect of their personalities from what they do and say to what they wear. This includes their fragrance wardrobe.
It is no surprise then that the metamorphosis of the consumer coincides with a resurgence of butterfly motifs, floral and other garden-inspired prints, and in fragrance, the abundance of floral notes.
Lilac, jasmine, wild flowers, tulip, lily and peony, and the eternally feminine rose will be predominant in fragrance compositions in 2015. As consumers further spread their wings, they will continue to look for an identity and connect emotionally and personally to fragrance.
Ultimately, the consumer fragrance relationship will become increasingly intimate, prompting a trend in the fragrance industry towards niche scents with alternative ingredients like sea salt and saffron, as well as increased personalization i.e. monogrammed bottles and novel retail experiences.
The Dream: Escape & Adventure
In today’s society, routine and boredom have become a national epidemic and consumers are searching for a cure. They dream of escaping their small corner of the world and the tediousness of the everyday. They dream of a more adventurous life where they can explore the beauty and excitement of exotic lands. They dream of being free-spirited and traveling to distant destinations. In essence, they dream of something, anything that can make these dreams come true.
Fragrance has become their aromatic dream maker and sensory passport to this world of adventure. This way of thinking is the trend that has inspired olfactory compositions containing notes reminiscent of the “world traveler.”
Bold, vibrant accords with tribal accents and spicy, earthy nuances are designed to capture the allure of faraway places.
Specifically, oud or agarwood has become increasingly popular. Its sultry, mysterious and exotic character has made it the new ingredient star, taking the trend away from the cedars, sandalwoods and oaks seen in previous years.
Travel beyond just that of the senses will also be trending in 2015 with beach destinations being the vacation of choice. The feeling of relaxation evoked by some carefree fun in the sun is universal as is the positive mood associated with all things tropical. The consumers’ affinity for the tropics is only expected to grow stronger as we approach the 2016 Olympics, which will be held in Rio.
Likewise, it is no surprise that fragrance notes expected to be HOT in 2015 are those of tropical fruits, tropical flowers and tropical rainforests.
The Desire: Simplicity and Connection to Nature
Our modern day, complicated, over-connected world of 24/7 communication has fueled consumers’ deep desire to unplug, slow down, simplify and reconnect with the “natural” world. This desire to embrace the “natural” has driven demand for products that exhibit an earthy edge/tone and contain ingredients that are deemed “grounding”. In particular, the industry has seen a trend towards Southwest -inspired compositions.
Fragrance notes like leather, suede, cactus and desert sand are considered natural, grounding and almost primal. Similarly, the longing to return to nature and its simple pleasures comes from consumers’ desire to bring a greater sense of well-being to their lives.
As a result, fragrance notes that are described as fresh, pure or coming from nature have great consumer appeal and, therefore, are extremely marketable. Some of the key “fresh” fragrance ingredients trending in 2015 are fresh fruits, mint, tea notes and botanicals.
Fragrances in 2015: Muse & Mirror
Human beings’ strongest sense is their sense of smell, so it is only natural that consumers would connect so strongly and so deeply with fragrance. The relationship between consumers and fragrance is personal, emotional and uniquely magical. Consumers consider fragrance an important part of their lives, their wardrobe and their self-expression and it is their passion for fragrance that drives the market.
In 2015, fragrances will fuel consumers’ desire for individuality and freedom, grant their dream for escape and adventure and fulfill their desire for simplicity, while enhancing their connection with nature. In the big picture, fragrance trends are both followed and created by consumers with the fragrances they inspire serving as their overall muse and mirror of the world around them.