With fragrance sales flat in Europe and the US, brands are increasingly focused on being more innovative with visual formats and packaging, re-thinking the traditional to shake up the market and appeal to an appearance-driven Millennial and iGen audience.
Re-igniting an established category using new formats, routines and bold statements presents an opportunity for immediate sales growth in the next two years. Consumers are looking to be excited by fragrances, and here we highlight five ways for brands to bring something new to the market.
1. Experiment with new formats
To bring sales growth back to the established fragrance market, brands need to continue to excite consumers by developing new formats, encouraging them to add alternative products to their scent wardrobe.
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