Emotional Wellbeing in Fragrances: Claims, Engagement and Future Outlook

September 2024

Fragrances are gaining relevance among consumers experiencing anxiety and looking for emotional wellness. Fragrances, however, face many challenges, as they compete with aromatherapy and other sensory options. Fragrances are closely associated with emotions, but there is room for innovation in neuroscience-based fragrances. Beyond claims, fragrances’ role in emotional wellbeing is about the revival of memories, nostalgia and gourmand scents able to trigger positive emotions.

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Key findings

Emotional wellbeing is a top priority, as a result of rising stress and anxiety levels among consumers

Consumers are stressed by multiple factors, and are seeking out solutions and products that attempt to deal with stress in their lives, which has been exacerbated by the “Anxiety Economy”, which has worsened post-pandemic. Fragrances have always offered a sensory experience that connects the consumer with emotions, but have increasingly morphed into coping mechanisms/routines to handle stress.

All emotional wellbeing claims are growing in fragrances, except aromatherapy

The leading claims in fragrances addressing emotional needs are “stress relief” and “energy boosting”. Although “stress relief” remains a top claim, there is unmet need to manage consumers’ stress, since consumers are participating in fewer stress reduction activities.

There is room in the industry for more neuroscience-based fragrances, which tend to be premium

The product innovation pipeline of fragrances has ample room to incorporate more science-backed evidence, neuroscience and AI to develop emotionally functional fragrances. Due to the higher cost of this approach, premium fragrance brands are most likely to enter this space.

Beyond claims and science, mass brands bet on memories

Emotional wellness is a priority for most people worldwide, but few have either the time or money to address it, especially given the current inflationary pressures. The easiest way for mass fragrances to reach consumers is by emphasising emotional engagement. Olfactory memory associations are key to promoting positive emotions.

The next step for fragrances to further emotional wellbeing is through aromachology

Post-pandemic, fragrances are no longer just about personal signature but have become a way to convey positive emotions. Consumers are craving more sophisticated results, and a transition is expected from more general “aromatherapy” benefits to “aromachology”, which is the study of how scents trigger a response in human behaviour and emotions.

Why read this report?
Key findings
Emotional wellbeing will emerge as a key feature for fragrances in the future
Fragrances are experiencing a newfound boost to emotional wellbeing post-pandemic
Consumers’ needs are evolving as they look for solutions to deal with stressful environments
Fragrances shift from pleasing others to a therapeutic ritual for emotional wellbeing
The leading claims addressing emotional needs are “stress relief” and “energy boosting”
All emotional wellbeing claims are growing in fragrances, except aromatherapy
Although “stress relief” remains a top claim, there is unmet need to manage consumers’ stress
Men are more interested in mood enhancing notes, but not all regions are craving this feature
Mystic Zingaro: A scent and sound ritual for emotional wellbeing
Emotional wellbeing a lower priority for Latin American fragrance buyers than “cruelty-free”
Fragrances compete with categories like skin care for consumers seeking out emotional wellbeing
Fragrance brands can capitalise on the growing association with emotional wellbeing
Consumers engage emotionally with fragrances through good memories and nostalgia
Lush’s Perfume Library: fragrances that promises to grab your emotions
Marketing is key to building associations with self-expression and positive emotions
Consumers looking for emotional wellness turn to aromatherapy rather than fragrances
Transition from aromatherapy to aromachology cannot happen if consumer awareness is low
Fragrances should build consumer empathy and emotional engagement
How can fragrance brands best associate themselves with emotional wellbeing?
Evolution of claims in fragrances
Questions we are asking regarding future developments

Beauty and Personal Care

This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.

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