#Trend Column
2021.07.28
Scent of Summer
In the thick of summer, when we are bound to sweat profusely all over in the sweltering heat with even just a little bit of activity, body odor bothers us as much wet armpit patches. If you want to smell nice as well as leave a pleasant scent in your wake for others, you would be well served to pay attention to the following information about 2021 fragrance trends, as provided by Amorepacific.
An interview with Shin Sunyoung from Amorepacific Customer Sensibility Lab.
Q. Can you tell us about any 2021 fragrance trends?
The coronavirus-caused pandemic is having a huge impact on all aspects of our lives. New perfume products being released into the market and fragrance trends identified through marketing research are in turn also exhibiting somewhat different characteristics than before due to the influence of the pandemic.
An interview with Shin Sunyoung from Amorepacific Customer Sensibility Lab.
Q. Can you tell us about any 2021 fragrance trends?
The coronavirus-caused pandemic is having a huge impact on all aspects of our lives. New perfume products being released into the market and fragrance trends identified through marketing research are in turn also exhibiting somewhat different characteristics than before due to the influence of the pandemic.
1 A new perspective on nature
Recent changes in our environment have made us have a great sense of fear, but we have also learned to adapt to and overcome these changes. In the process, we have looked toward, which had always been perceived as a wondrous and magnificent presence, from a broader perspective, but keywords, such as comfort, positivity, and courage, have now become even further associated with nature. If the scents of nature were interpreted in a clean, refined manner last season, this year, trends have evolved to incorporate their colorful and pleasant aspects into the equation as well. Watery green and juicy, fruity notes have been added to fragrant scents, which have then been blended with mouth-watering scents such as vanilla and citrus to portray nature in a more comfortable, familiar light. Also, now that there is an even greater need for safety than ever, products with refreshing and light scents, such as fruity and floral ones, coupled with calming and comforting scents that give a sense of stability are receiving a lot of love.
2 Experience of pleasure
With limitations on leisure activities such as travel, our daily lives have become somewhat monotonous, and as a result, the keyword “escape” makes consumers think of having a pleasant experience, which has in turn induced a set of fragrance trends. Exotic fruity, crunchy green, and sweet watery scents evoke happy memories of tropical and exotic places, and those scents also help consumers escape their everyday monotony even for a moment by enticing their olfactory senses and giving them a pleasant experience.
3 Special scents created just for you; the boom of niche perfumes
Niche perfumes are in a category that has shown significant growth despite the pandemic. It is natural for consumers to want a fragrance made just for themselves rather than commonly available scents, but that want is thought of as reflecting the needs of Generation MZ who already pursue personalized lifestyles, and also the circumstances of the times. In addition to the entry brand Jo Malone London, and Le Labo, which is forming a large fan base under the theme of “perfume lab,” various other niche perfume brands, such as Diptyque and Byredo, have also recently launched new products. In addition to this, existing luxury cosmetic brands have also been launching niche-level perfume lines, further diversifying the niche perfume category.
Q. Can you recommend some scents that go well with this summer season?
I'd like to recommend a couple of products that I think are worth trying out this summer season. When it comes to summer perfumes, we tend to think of citrus first, but my recommendation is to think outside that box and try more diverse yet also seasonal perfumes.
I'd like to recommend a couple of products that I think are worth trying out this summer season. When it comes to summer perfumes, we tend to think of citrus first, but my recommendation is to think outside that box and try more diverse yet also seasonal perfumes.
-
Fillvoid's Perfume Oil Dazzling
Fever, which combines a soft musk
with a green floral scent reminiscent of flowers in full bloom -
Goutal Paris's Le Temps Des Rêve,
which crosses the fresh scent of
citrus and the soft scent of white flowers. -
fradore’s Body Mist No.11 White
Lilac, which features the fresh
scent of white lilac that can be
found in forests at dawn after a
drizzle
Q. It seems that the number of consumers interested in layering different perfumes has been increasing lately. What are your tips on layering different scents for body or perfume products?
Most of the body and perfume products in the market are finished products developed for the enjoyment of the fragrance of the product itself, but more and more consumers are indeed trying to layer various scents to suit their personal tastes. The most basic way to layer scents is to use several different types of products together in the same product line from the same brand, e.g., body lotions, body creams, and perfumes.
When it is difficult to find different types of products with the same scent, using an unscented body cream or a body product with a mild fragrance, such as Goutal Paris's Universal Body Cream, along with perfume can also help to enhance the scent's lasting power.
If you want to try a special scent that differs from others and suits your own personal taste, you can mix and match completely different types of scents to find unique layering combinations. I recommend that at first, you try with scents that are simple and not too complicated, and when doing so, if you layer a perfume with a citrus or green note with a perfume with a relatively heavy note, such as floral or woody, the resulting fragrance will be far richer but slightly different from existing products because each scent differs in how light or heavy it is.
Most of the body and perfume products in the market are finished products developed for the enjoyment of the fragrance of the product itself, but more and more consumers are indeed trying to layer various scents to suit their personal tastes. The most basic way to layer scents is to use several different types of products together in the same product line from the same brand, e.g., body lotions, body creams, and perfumes.
When it is difficult to find different types of products with the same scent, using an unscented body cream or a body product with a mild fragrance, such as Goutal Paris's Universal Body Cream, along with perfume can also help to enhance the scent's lasting power.
If you want to try a special scent that differs from others and suits your own personal taste, you can mix and match completely different types of scents to find unique layering combinations. I recommend that at first, you try with scents that are simple and not too complicated, and when doing so, if you layer a perfume with a citrus or green note with a perfume with a relatively heavy note, such as floral or woody, the resulting fragrance will be far richer but slightly different from existing products because each scent differs in how light or heavy it is.
Q. If there are any Amorepacific products with scents that have received a particularly good response from consumers, please tell us about them.
-
Mise-en-scène's Martini Perfume Shampoo
Blanche & Woody -
Happy Bath's Skin Oil Emulsion Shower Gel
Happy Bath's “Skin Oil Emulsion Shower Gel (for dry skin)” with a citrus herbal note, “'Mise-en-scène's Martini Perfume Shampoo Blanche & Woody” with a floral woody note, and Fillvoid’s “Dazzling Fever Shower Oil” with a white floral note all boast luxurious fragrances that make users feel as if they are using perfumes. For that reason, they have, in particular, been receiving a very good response from consumers lately.
In addition, among perfume products, Hera's “Blue Lilac Eau de Toilette,” which contains the scent of a moonlit city’s silver lilac, and Goutal Paris's “Petite Chérie Eau de Perfume,” which, featuring a green fruity floral scent, was made with love for a daughter who has come of age 20 are beloved by many consumers for their fascinating, story-filled fragrances.
Q. Tell us about Amorepacific's specialized fields of research and specialized technologies.
Amorepacific R&D Center is conducting a variety of research into different scents to lead trends and develop popular fragrances for products.
The first research project I’d like to talk about involves the development of a brain science solution that utilizes biosignal technology including brain waves in order to more objectively identify the emotions evoked by scents. Scents are interesting as a research topic as they evoke the greatest amount of diversity of emotions from among the various senses. However, as this is still an uncharted field, not much research to objectify it has so far been conducted. Our company has been researching for several years in order to more objectively measure and gain datafication of the emotions induced by scents to thereby develop fragrances for products. Through this brain science solution, we expect to be able to evaluate the emotions induced by scent and accumulate associated data, and based on that, we expect to be able to develop fragrances and even content customized to consumers’ emotions in the future.
The second research project I'd like to talk about aims to advance the scent evaluation process. For the past several years, our R&D center has been running a scent evaluation process for a panel of consumers who are highly involved with scents, to develop products that reflect consumer preferences. As consumers' interest and needs for scents in the household goods categories, such as hair care and body care, have grown recently, we are building a new scent evaluation system that tests and selects various scent candidates in a more scientific, objective, and ultimately effective manner. We aim to obtain objective emotional quality data by selecting and operating a scent trained panel consisting of members that are particularly sensitive to scents and are capable of accurately detecting their intensity, as well as to preferentially select scent candidates that are excellent in scent throw and lasting power through statistical analysis. The scent candidates selected through that process will be reflected in base formulations that feel excellent to the skin, contributing to enhancing overall consumer satisfaction with our products.
The last research project I'd like to talk about involves the development of our own specialized fragrance materials. In addition to developing general fragrances for products, our R&D center has been researching on the extraction and raw materialization of essential oils by finding plants native to South Korea that have good fragrances. Going beyond simply using essential oils for fragrance ingredients, we are also studying a variety of associated skin physiological activities and thereby developing functional fragrances with excellent skin improvement efficacy. Our Ganghwa Artemisia herba-alba oil and Gurye peppermint oil, both of which have been developed in this way, are applied to our Hanyul Artemisia line and Sandeul peppermint line, respectively, delivering good fragrances and essential skin benefits to consumers.
Moving forward, Amorepacific plans to continue our efforts to provide greater satisfaction to consumers through sophisticated and advanced fragrance research.
In addition, among perfume products, Hera's “Blue Lilac Eau de Toilette,” which contains the scent of a moonlit city’s silver lilac, and Goutal Paris's “Petite Chérie Eau de Perfume,” which, featuring a green fruity floral scent, was made with love for a daughter who has come of age 20 are beloved by many consumers for their fascinating, story-filled fragrances.
Q. Tell us about Amorepacific's specialized fields of research and specialized technologies.
Amorepacific R&D Center is conducting a variety of research into different scents to lead trends and develop popular fragrances for products.
The first research project I’d like to talk about involves the development of a brain science solution that utilizes biosignal technology including brain waves in order to more objectively identify the emotions evoked by scents. Scents are interesting as a research topic as they evoke the greatest amount of diversity of emotions from among the various senses. However, as this is still an uncharted field, not much research to objectify it has so far been conducted. Our company has been researching for several years in order to more objectively measure and gain datafication of the emotions induced by scents to thereby develop fragrances for products. Through this brain science solution, we expect to be able to evaluate the emotions induced by scent and accumulate associated data, and based on that, we expect to be able to develop fragrances and even content customized to consumers’ emotions in the future.
The second research project I'd like to talk about aims to advance the scent evaluation process. For the past several years, our R&D center has been running a scent evaluation process for a panel of consumers who are highly involved with scents, to develop products that reflect consumer preferences. As consumers' interest and needs for scents in the household goods categories, such as hair care and body care, have grown recently, we are building a new scent evaluation system that tests and selects various scent candidates in a more scientific, objective, and ultimately effective manner. We aim to obtain objective emotional quality data by selecting and operating a scent trained panel consisting of members that are particularly sensitive to scents and are capable of accurately detecting their intensity, as well as to preferentially select scent candidates that are excellent in scent throw and lasting power through statistical analysis. The scent candidates selected through that process will be reflected in base formulations that feel excellent to the skin, contributing to enhancing overall consumer satisfaction with our products.
The last research project I'd like to talk about involves the development of our own specialized fragrance materials. In addition to developing general fragrances for products, our R&D center has been researching on the extraction and raw materialization of essential oils by finding plants native to South Korea that have good fragrances. Going beyond simply using essential oils for fragrance ingredients, we are also studying a variety of associated skin physiological activities and thereby developing functional fragrances with excellent skin improvement efficacy. Our Ganghwa Artemisia herba-alba oil and Gurye peppermint oil, both of which have been developed in this way, are applied to our Hanyul Artemisia line and Sandeul peppermint line, respectively, delivering good fragrances and essential skin benefits to consumers.
Moving forward, Amorepacific plans to continue our efforts to provide greater satisfaction to consumers through sophisticated and advanced fragrance research.
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