BackSPRING/SUMMER FORECAST 2022
SOUL. FULL. FRAGRANCES.
In Spring and Summer 2022, consumers will dedicate time to feel. Coming out of the previous two years, where fear and anxiety overshadowed optimism and joy, consumers will embrace emotion to express their yearning for Joyful Optimism.
According to an Agilex national survey, 86% of consumers state stress levels increased in 2021. Forty-nine percent of consumers are looking for ways to escape the doldrums of everyday life. When consumers were asked which connections are most important to them, connecting to “those I love”, connecting with ‘myself’ and connecting with ‘nature’ are the top three emotional priorities.
This universal yearning for the pursuit of joy translates into a holistic approach to living that is all-encompassing of the world around us. It also amplifies the importance of social intimacy and the connections consumer deems most important. This new narrative translates into the consumer expectations of products and services.
In 2022 and beyond, consumers will demand brands adapt a mind, body, and soul full philosophy behind everything they do. According to Ogilvy’s, The Wellness Gap, 66%of consumers say brands in the future will need to have a wellness component in order to survive. And as wellness moves from aspiration to essential, we predict shopping for products by mood will drive consumer spending.
As the outside world and our new realities evolve, fragrance too will evolve. Fragrances will go beyond simply feeding the need to escape, mental wellness, and comfort but into healing and nourishment. Traditional personal care, home care, and body care ingredients will be modernized into blends that merge wellness and escape. Resulting in fragrances that elicit positivity and authenticity. According to a Bloomberg and Forbes study, 70% of consumers say they long for more blissful times. In 2022, consumers will demand products that deliver instant happiness and mood to help “me” escape. A new wave of fragrances will evolve that are multi-dimensional, vibrant, high pitched, beyond colorful and neon. Technology such as Agilex’s Emotiwaves™ that validates fragrances with natural ingredients that elicit mood-enhancing benefits will continue to trend.
The power of connection will also tap into nostalgia with fragrances across all categories that are playful and that allude to childhood pastimes, flavors, textures, and color. These fragrances will feature a polarized palette with energetic notes and will be grounded with nuances of sweet comfort.
Counteracting the yearning for vibrancy is the minimalistic esthetic of the conscious consumer who places importance on the integrity of fragrance ingredients and the craftsmanship of perfumery. Storytelling will be embraced by the consumer who celebrates nature and localism. As a result, product fragrances will tap into the appeal of the idyllic homestead setting by conveying natural impressions, incorporating sustainable ingredients that are authentic, respectful of natural resources, and repurposed.
The role of fragrance has shifted to better suit health and well-being, placing humans at the center. Agilex’s fragrance collection for Spring Summer 2022 was designed to feed the consumer yearning for connection, escapism, and healing. A collection that aligns with the core values of today’s consumer mindset.
