| THE TOP FOUR FRAGRANCE TRENDS | | | | Ellen Lapsansky, vice president of The Fragrance |
| | | | Foundation. “Traditionally, strong woods have |
| There’s no beauty product that’s more | | | | been associated with the men’s fragrances, |
| powerful than perfume. One spritz, and the | | | | but the lines between men and women’s |
| experience becomes highly personal: Suddenly, | | | | fragrances have been blurring for some time |
| you’re overcome by memories of your | | | | now.” |
| grandmother’s rose garden, find the | | | | BE YOUR OWN NOSE: Once reserved for only |
| confidence to take a chance on love, or shake | | | | those-in-the know, personalized, custom fragrance |
| out a grumpy mood for a bright and cheerful one. | | | | is gaining popularity, thanks to newer, more |
| Despite the economy, fragrance will always be an | | | | accessible ways to get it. The $10,000 bespoke |
| attainable luxury that suggests escape, says Kate | | | | blend still exists, but customized perfume is happily |
| Greene, vice president of marketing, at Givaudan | | | | now at a realistic price point, about the same that |
| Fine Fragrance. Where will it take you next? | | | | you’d pay for a bottle of fine fragrance from |
| Here’s a sneak peek at four fragrance | | | | a niche perfumer. Look for custom fragrance bars |
| trends, coming soon to a beauty counter near | | | | at department and chain stores, where you can |
| you. | | | | sample single notes. Another custom trend: |
| LOOK TO THE PAST: With economic stress, | | | | Perfume parties that let you create your own |
| expect to see a return to nostalgia. “We look | | | | formula with three or four harmonizing blends. A |
| to history to provide a glimpse into the future. | | | | consultant guides you through the notes and |
| We watch how the pendulum is swinging as a | | | | accords, and you walk away with a true signature |
| forecast. For example, during difficult times, | | | | scent. “Women want something that reflects |
| consumers seek what is nostalgia and comfort; | | | | their individuality. Everyone is focusing on |
| and most often gravitate towards classic florals. | | | | what’s the wisest way to spend their money |
| During the Great Depression, it was the big bold | | | | now, and this is an affordable luxury that you can |
| floral statement of Joy by Jean Patou that was | | | | honestly call your own,” says Phillips, who also |
| popular, while Chloe was a top seller during the | | | | works with The Perfume Studio, a company that |
| turmoil of the 70’s—both comforting, | | | | organizes custom fragrance parties and seminars. |
| classic florals. There’s a sense that the | | | | Designing your own fragrance is well worth the |
| demand turns to what’s familiar and | | | | investment—you spend time getting to know |
| safe,” says Greene. Recently, big floral | | | | what you like, experiment with different aromas, |
| perfumes have been bestsellers, in response to | | | | and leave with a memorable transporting |
| the current economic recession. In the next | | | | experience. |
| couple of months, be on the lookout for new | | | | TELL A TALE: Perfume companies are realizing |
| perfumes dominated by floral notes that your | | | | that it takes more than a whiff of the scent to |
| mom and grandma loved, like rose and violet. | | | | get people interested. “Right now, story telling |
| “Those scents remind you of a simpler time, | | | | is especially relevant. People want to know how a |
| and that memory can be a great comfort when | | | | fragrance is made and the work that has gone |
| you’re stressed,” says Sue Phillips, owner | | | | into it, as well as tap into its emotional connection. |
| and founder of Scenterprises Limited, a global | | | | Fragrance sends a very personal and emotional |
| fragrance consulting firm. | | | | message,” says Greene. And with more than |
| SPOT A BRIGHTER FUTURE: For 2010 launches, | | | | 1000 perfume launches last year, a story is the |
| think bold, exciting and fantasy. “The | | | | advantage a new fragrance needs to stand out. |
| perfumes coming down the pipeline are going to | | | | “There’s a real quest for authenticity at |
| be vibrant, saturated, a collection of technicolor | | | | the moment. When you know why the perfumer |
| ingredients. As we move out of sobering times, | | | | chose the notes and his inspiration, the whole |
| the consumer will crave escape and color, and will | | | | experience draws you in and becomes more |
| be much more experimental. We’re all ready | | | | genuine,” says Celene Aguilar, director of US |
| for some fun,” says Greene. Sophisticated, | | | | sales and marketing for L’Artisan Parfumeur. |
| rich scents are also having a moment, edging out | | | | How to get the story told? Salespeople, of |
| light citrus and watery florals, as the heart and | | | | course, but companies are also experimenting |
| soul of new perfumes. Look for warm, woody | | | | with innovative new outlets, like social media, |
| notes, like sandalwood, amber and resin that have | | | | blogs, dvds and short films, that ultimately, leave |
| heft and character. “These notes are natural, | | | | a lasting, and fragrant impression. |
| down to earth and last longer,” says Mary | | | | |