2023-02-10

How Brands can launch an Exclusive private label fragrance

An important trend in the fragrance industry is authenticity. Customers value self-expression and creative authenticity over conventional mass marketing. Purpose driven brands make us feel that we are part of something special. With an increased appetite for private label fragrances, Karl Winters discusses how brands can launch an exclusive fragrance.

FRAGRANCE MARKET TODAY

2022 will be known as the year that people returned to celebrating events such as weddings and office parties. Whether its personal fragrance or home fragrance, retailers have seen an increased demand for this category of products. Interparfums, a leading French manufacturer, marketer and distributor of fragrances, posted record sales of $880 million in 2021, an increase of 23% over 2019.

It seems that the world has woken up to the importance of smell. What’s causing this upward trend in the fragrance market?

SELF-EXPRESSION AND IDENTITY

With the advent of social media platforms like Instagram, Millennials and Gen Z have become more interested in self-expression. The notion of identity has become an important one as they look to emphasize “who they are” and “what makes them unique”. Just like fashion or eyewear, fragrance is another personal way of expressing yourself. With a wide range of fragrances to choose from, from floral to fresh and oriental, there is something special for everyone.

WOMEN OWN SEVERAL FRAGRANCES

Women in the past owned a single bottle of perfume that lasted between 1-2 years. More and more women today tend to own at least 3 perfumes at a time. From the change of seasons to elegant occasions, date nights, shopping, and work events, women want a scent for every occasion. In international cities like London and Dubai, it’s not uncommon for women to own more than 12 fragrances.

AFFORDABLE LUXURIES

Luxury brands like Louis Vuitton and Hermes are interested in a new category of customers. The introduction of their very own perfumes and candles has introduced the notion of “affordable luxuries”. Unlike a luxury bag or pair of shoes, a perfume or candle requires a smaller investment from a new customer. They can then become part of the “brand community” and participate in future brand events.

WELLNESS IS THE NEW LUXURY

A new “wellness-inspired” movement is shifting priorities as consumers invest in healthier lifestyles. While fragrance helps with identity, it also promotes wellbeing. This is because scent has a direct influence on our emotions and feelings. The smell of Palo Santo trigger feelings of calmness, whereas bergamot helps with confidence.

Wellness is the new luxury as more people appeal to fragrance as a means to “feel a certain way.” Purpose driven brands have started developing fragrance products that promote self-care and emotional well-being.

WHAT IS A PRIVATE LABEL FRAGRANCE

A private label fragrance is a custom scent designed exclusively for a brand. It’s a unique fragrance developed by a perfumer based on a brand’s goals.

A private label fragrance is made up of 20 to 100 ingredients (even more sometimes, depending on the complexity of the scent), and can be adapted to products such as perfumes, candles, body lotions and much more.

HOW BRANDS CAN LAUNCH THEIR EXCLUSIVE FRAGRANCE

PRIVATE LABEL FRAGRANCE MANUFACTURER

There are several manufacturers that offer private label fragrances and products such as candles. A company interested in a private label fragrance should identify their objectives, which can range from fragrance creation to branding, marketing and distribution.

In addition to production, a private label manufacturer can offer their expertise in trending fragrances and brand positioning. The flexibility offered by a private label manufacturer should be considered in conjunction with factors such as minimum order quantities and production timeline.

PERFUMERS COMPOSE FRAGRANCES

Private label fragrance manufacturers with a turnkey service will offer the expertise of a perfumer. Trained in the art and chemistry of fragrance, perfumers are experienced at creating fragrances that evoke feelings or experiences.

The creative process starts with a deep understanding of the customer brief, shown visually as a mood board. Creating the custom scent lasts between 8 weeks to several months. The result is a beautiful fragrance that can be adapted to branded products such as perfumes, candles and much more!

CENTRAL FRAGRANCE NOTE AND COLOR

Its recommended that a brand identify a central fragrance note. This provides the perfumer with a “creative direction”, but also leaves room for interpretation. A vetiver-based fragrance can be adapted to take on variations that are sweet, woody, fresh, or floral.

A mood board should also communicate the “color of the scent.” It’s not uncommon to describe the central fragrance note in a specific color. The color purple is used to represent iris whereas a creamy shade of white is used to evoke jasmine.

BRANDING

Creating a private label fragrance product should be consistent with a company’s brand goals. It starts by sharing a company’s brand values with the private label manufacturer. When your business has a solid brand strategy, the creative team will express your brand story more effectively. For example, your visual brand can be used as a source of inspiration in the packaging and labelling.

MARKETING & SOCIAL MEDIA

Digital marketing has paved the way for a wave of successful DTC brands. Social media such as Instagram provides an opportunity to own the brand experience and communicate with customers. DTC brands can accompany their customers all along the decision journey.

Focusing on an effective marketing strategy helps deepen customer relationships. Over time, this has the effect of extending brand reach and building loyalty.