Fragrance Trends for 2010

It's no secret that I'm a big fan of fragrance. In covering the business of fragrance and beauty for many years, I developed an enormous respect for the history, the expertise, the creativity and the effort that goes into the crafting of every new perfume and eau de toilette that enters the market. Trends come and go in fragrance as in just about everything else in life, and the folks at beautypress.com talked to a number of experts in the fragrance world to find out what's ahead in scent. Here are trends one and two. Look for trends three and four in my next post.

There’s no beauty product that’s more powerful than perfume. One spritz, and the experience becomes highly personal: Suddenly, you’re overcome by memories of your grandmother’s rose garden, find the confidence to take a chance on love, or shake out a grumpy mood for a bright and cheerful one. Despite the economy, fragrance will always be an attainable luxury that suggests escape, says Kate Greene, vice president of marketing, at Givaudan Fine Fragrance.  Where will it take you next? Here’s a sneak peek at four fragrance trends, coming soon to a beauty counter near you.   

Look to the past: With economic stress, expect to see a return to nostalgia.  “We look to history to provide a glimpse into the future. We watch how the pendulum is swinging as a forecast.  For example, during difficult times, consumers seek what is nostalgia and comfort; and most often gravitate towards classic florals. During the Great Depression, it was the big bold floral statement of Joy by Jean Patou that was popular, while Chloe was a top seller during the turmoil of the 70’s—both comforting, classic florals. There’s a sense that the demand turns to what’s familiar and safe,” says Greene. Recently, big floral perfumes have been bestsellers, in response to the current economic recession.  In the next couple of months, be on the lookout for new perfumes dominated by floral notes that your mom and grandma loved, like rose and violet. “Those scents remind you of a simpler time, and that memory can be a great comfort when you’re stressed,” says Sue Phillips, owner and founder of Scenterprises Limited, a global fragrance consulting firm.    

Spot a brighter future:  For 2010 launches, think bold, exciting and fantasy. “The perfumes coming down the pipeline are going to be vibrant, saturated, a collection of technicolor ingredients. As we move out of sobering times, the consumer will crave escape and color, and will be much more experimental.  We’re all ready for some fun,” says Greene. Sophisticated, rich scents are also having a moment, edging out light citrus and watery florals, as the heart and soul of new perfumes. Look for warm, woody notes, like sandalwood, amber and resin that have heft and character. “These notes are natural, down to earth and last longer,” says Mary Ellen Lapsansky, vice president of The Fragrance Foundation. “Traditionally, strong woods have been associated with the men’s fragrances, but the lines between men and women’s fragrances have been blurring for some time now."

What are you craving right now in terms of fragrance? How has the economy affected your fragrance mood? Check back soon to learn trends three and four.