Functional Focus

Young people are dealing with widespread feelings of stress and anxiety, with 46% of Gen Zers and 38% of millennials globally saying they are stressed or anxious all or most of the time (Deloitte, 2022). Considering their mental health a top priority, an increasing number of fragrance brands are integrating features to promote wellness into their offer.

Encouraging Self-Expression

As we explore in Gen Z Big on Beauty, young consumers are seeking new and exciting ways to express themselves, freed from conventional gender norms and emboldened by a hedonistic, post-pandemic lust for life. Fragrance brands are increasingly exploring customisation and more inclusive communication to make them feel represented, while enabling them to tell their story through scent.

Conscious Material Sourcing

The environment is one of the biggest concerns for younger generations – globally, 75% of Gen Zers prefer sustainability over brand names, while 60% of core millennials (aged 27-32) choose products with a traceable and transparent origin (PwC, 2021). Brands showcasing genuine desire and actions to minimise their impact on the environment will significantly appeal to these demographics.

Cross-Category Approach

Cross-category expansions and collaborations are proving popular, with many fragrance companies exploring new ways to expand their ranges to other fields. This is an excellent opportunity to tap into feelings of nostalgia, or make the scented experience unexpected and fun.