{"id":30375,"date":"2017-11-17T21:12:12","date_gmt":"2017-11-17T21:12:12","guid":{"rendered":"https:\/\/inhalio.com\/?p=30375"},"modified":"2017-11-17T21:12:12","modified_gmt":"2017-11-17T21:12:12","slug":"keith-kelsen-scent-narrative-fresh-scent-may-dominate-millennials-2018","status":"publish","type":"post","link":"https:\/\/inhalio.com\/china\/2017\/11\/17\/keith-kelsen-scent-narrative-fresh-scent-may-dominate-millennials-2018\/","title":{"rendered":"KEITH KELSEN SCENT NARRATIVE: FRESH SCENT MAY DOMINATE MILLENNIALS IN 2018"},"content":{"rendered":"

NEW REPORT DETAILS FRESH SCENT PREFERENCES IN THE REAL WORLD<\/strong><\/h3>\n

Fresh Scent is the new preference for the under 35-year-old market, a surprise to the industry.\u00a0 A new (unreleased independent report) shows a strong sampling of what are called \u201cfresh\u201d fragrances as the preference of the key under 35-year-old marketplace.\u00a0 In 2016, the upset to the Fragrance industry was a surprising dip in December sales.\u00a0 In 2017, this new unreleased report shows that preferences in the US fragrance market are trending to Fresh Scent followed closely with the contrast of Warm Scent.<\/p>\n

In an unassisted environment, women experienced a variety of Scent choices to sample. This new report will profile what actual consumers in the real world are choosing.\u00a0 \u00a0Any lifestyle trend of the all-important Millennial marketplace bears note as this is the largest group of consumers ever assembled on the planet. The Industry always capitalizes on what preferences are driving consumers.<\/p>\n

FRESH SCENT<\/em><\/strong> IS THE NEW CONSUMER TREND <\/strong><\/h3>\n

Of the 27,000 women who were intercepted for the study, 38% were under 24, 21% were age 25-34 and the remaining 41% were age 35 plus.\u00a0 The study uncovered significant unaided preferences.\u00a0 All selections were made by the individual and were not influenced.\u00a0 According to the report, the\u00a0FRESH SCENT<\/em><\/strong>\u00a0category comprised of citrus<\/em>,\u00a0fruity, and<\/em> water<\/em>, subfamilies may end up driving Scent innovations and inspirations for new products and brand expansions for 2018. The top 4 notes in order were: Fresh Citrus, Fresh Fruity, Sweet, and Fresh Water.<\/p>\n

Fragrance defines generations; it is a part of how they see themselves, how they live, how they feel about the world around them. Scent has become a growing global marketplace in the billions of dollars annually. As we have said in previous Scent Narrative\u2019s, Scent is the strongest sensory attribute humans experience. This growing field would benefit from more direct modeling thanks to field gathered information.<\/p>\n

INFORMATION IMPOSSIBLE TO GET BEFORE THIS<\/strong><\/h3>\n

This kind of real-time analytics with real consumer preferences has been impossible to get in the past.\u00a0 The awareness of FRESH SCENT is a wake up to the industry. Scent product development relies on gathering business and market intelligence and trend analysis is critical too.\u00a0 Rarely has there been predictive analysis until now. Market intelligence and trends provide strategic direction. It reinforces and supports the creative process that is so critical in Scent. \u00a0Scent is all about lifestyle, which reflects social media and global influences, challenging the Millennial market to be choosing Fresh Scent, reflecting trends in the pervasive health and well-being lifestyle.<\/p>\n

HIGHLY COMPETITIVE MARKETPLACE<\/strong><\/h3>\n

The competitive landscape in every category of products we service is tremendously large and challenging, and the more challenging it is, the more important market intelligence becomes. Product developers do not have the luxury of missing the mark with consumers. Merchandising space is limited and retail buyers must have successful products on their shelves.<\/em>\u201d stated Lori Miller Burns<\/strong>, director of marketing, Arylessence<\/strong>, \u201cKnowledge regarding the competitive landscape is critical\u2014without it, it is difficult to establish a winning point of difference. Isolating gaps and opportunities within lifestyle trend positioning can only be done with extensive market review. We accurately forecast fragrance and flavor trends at least two years out.<\/em><\/p><\/blockquote>\n

THE LIFESPAN OF TRENDS<\/strong><\/h3>\n

The research begins by creating a voluntary intercept, where participants interact with the Scent, unaware that their actions are being anonymously reviewed. The company doing the study states that conditions of the research are \u201creflective of a lifestyle of the participants, placing them in a natural environment<\/em>.\u201d The psychological connection of the Scent with the individual is one of choice, allowing participants to freely interact and experience.\u00a0 Although the first report of its kind, the company is committed to the long-term saying, \u201cThe lifecycle of the trends in the report is being followed for several years, we are focused on revealing enduring trends reflective of a generation, not just momentary whims.\u201d<\/em><\/p>\n

THE YEAR THAT GOT AWAY<\/strong><\/h3>\n

Now, many in this $50 billion global industry talk about 2016 as \u201cthe year that got away<\/em>.\u201d \u00a0While the industry is profit driven, many are eschewing celebrity based Scents vs. more \u201cexperiential ones<\/em>\u201d like this trend to \u201cFresh\u201d fragrances.\u00a0 \u00a0The opinion was that the industry got away from its core values of creation and got caught up in celebrity names and marketing driven (not research driven) creations (whims).<\/p>\n

For me, 2016 was a disaster and it affected me deeply,” says super-nose Azzi Glasser of The Perfumer\u2019s Story<\/a><\/strong>. “I found myself turning to my archives, delving into hidden accords [blends] that offer confidence, comfort and optimism, which I had created in a time when hope seemed eternal. With new days come new opportunities and I believe 2017 will be positively antidotal.[1]<\/a><\/p><\/blockquote>\n

Kingsmen: The Golden Circle<\/strong><\/a> As An Inspiration<\/strong><\/h3>\n

Ironically, the newest scent from The Perfumers Story<\/strong> is based on the popular movie \u201cKingsmen: The Golden Circle<\/strong><\/a>\u201d.\u00a0 From the sounds of it, this is an experiential Scent that has Fresh overtones. From the website: \u201cThe official collaboration between <\/em>Azzi Glasser<\/a> and film director Matthew Vaughn inspired by \u2026 Kingsman: The Golden Circle.<\/em> Character & Style: Debonair\/Intelligent\/Charismatic\u2026based on the virtual DNA print of the Kingsman \u2013 elegant, provocative and intellectual. The top accord of English Earl Grey Tea and Neroli blended with the finest notes of Laurel Leaf and Elemi Oil are enduring and full of temptation.\u00a0Clary Sage enveloped with delicious Rum, Tobacco flower and an overdose of Vetivert add a sultry smokey heritage accord that is full of lust. With Black Oudh added, it has an\u00a0addictive depth of strength, loyalty, and charm that all desire.\u201d<\/em><\/p>\n

Scent has become a very dramatic and dynamic market.\u00a0 In 2017, trends that were noted from 2016 showed how sales were measured, but not direct information on consumer preferences.\u00a0 There is little information that can be \u201cpredictive<\/em>\u201d.\u00a0 As we all have learned here in Silicon Valley, history rarely innovates the future. What is so exciting about this new report is that it is outside the realm of the \u201cknown<\/em>\u201d and closer to the what can be. \u00a0The excitement in creation begins when you know what the world wants.<\/p>\n

[1]<\/a> What does 2017 smell like? – the perfumes and fragrances to have on your radar this year \u00a9 Telegraph Media Group Limited 2017<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

NEW REPORT DETAILS FRESH … <\/p>\n

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