Perfume industry faces demand for transparency and personalisation

Consumers increasingly seek custom scents.

As consumers within the perfume industry seek products that align with values and personal tastes, they expect customisation, transparency, and sustainable options, according to Johanna Monange, Founder and CEO of Maison 21G.

“People want to find a product that really meets their style. They’re asking for more experience. They don’t want to just take a product out of the shelves with an advertisement showing a nice model,” she explained.

Consumers’ demand for transparency is also influencing industry practices. “People want to understand what they buy, what is inside the bottle,” Monange said, adding that perfume brands are being pushed to reveal the levels of natural ingredients and to address the use of chemicals like parabens and CMR substances.

“It’s not because you are just a luxury brand. They’re going to trust you 200% blind,” Monange emphasised, noting the shift in consumer trust that hinges on ingredient transparency.  

Sustainability, too, has emerged as a core concern among today’s fragrance buyers. With an increased focus on environmental responsibility, brands are implementing refillable bottle systems and eco-friendly packaging to reduce waste.

Monange pointed out that  sustainability is no longer optional for luxury brands, as consumers increasingly expect companies to reduce their environmental impact.  

“We see a lot of brands curating...private workshops to try to come to this high level of service and create a deep connection with your customer,” she said. Maison 21G, for instance, offers ateliers where clients spend time learning about fragrance ingredients to craft a scent that resonates personally, fostering brand loyalty.

Another industry trend is the use of scent marketing to enhance brand identity. Luxury brands beyond the perfume sector are turning to scent marketing, incorporating unique fragrances at key customer touchpoints. “When you arrive in a place, there is a scent, and this scent is reproduced at different key touch points of your hotel,” Monange explained.