{"id":208392,"date":"2022-08-05T11:00:27","date_gmt":"2022-08-05T10:00:27","guid":{"rendered":"https:\/\/theindustry.beauty\/?p=208392"},"modified":"2022-08-05T11:00:46","modified_gmt":"2022-08-05T10:00:46","slug":"fragrances-new-bold-choices","status":"publish","type":"post","link":"https:\/\/theindustry.beauty\/fragrances-new-bold-choices\/","title":{"rendered":"Fragrance\u2019s new bold choices"},"content":{"rendered":"

The fragrance industry has had a tough couple of years. The pandemic dented our need and desire for fragrance, while, in many cases, literally taking away our sense of smell.<\/p>\n

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The category was in decline even before the pandemic and was one of the hardest hit with consumers reduced the usage of beauty products deemed non-essential.<\/p>\n

Now, feeling like ancient history, fragrance is back IRL and people are being a lot more bold in terms of perfume choices,<\/strong> not necessarily choosing what they have always worn.<\/p>\n

The pandemic was like a restart button, deleting people\u2019s scent history and fragrance companies and brands are further harnessing this desire by entertaining customers in store (and using the internet to educate and inspires consumers) such as allowing the blending and layering of fragrances.<\/strong><\/p>\n

Nicola Pozzani, Creative Director at Mavive Group, owner of The Merchant of Venice and many other fragrance licenses says: \u201cPeople are getting more knowledgeable and conscious about what they buy. The desire to embark on an emotional journey is still the same. Maybe bigger than before actually.\u201d<\/p>\n

Pozzani says the trend has been driven by a desire for more variety with the advent of niche fragrances and the influence of the Middle Eastern market.<\/strong> Dubai-based Huda Beauty is carrying out a post-pandemic push for its Kayali range of fragrances, which are designed to be layered. Co-founder Mona Kattan recently told TheIndustry.beauty<\/a><\/span> that when the brand first launched in 2018 the concept of layering and fragrance ritual was slow to catch on, but has now captured consumers' imagination.<\/p>\n

\u201cDubai is like a perfume lovers\u2019 playground,\u201d she explained on a recent trip to London to meet Kayali\u2019s brand partners and to promote the brand more widely. \u201cThere are fragrances on every corner in Dubai; it\u2019s a big part of the rituals and the heritage.<\/strong> People use it as part of their self-love rituals and even as part of their identities and culture.<\/p>\n

\u201cIn the West, and I do think it is changing, fragrance was always an after-thought and it wasn\u2019t done with intention. That is a big part of what I\u2019m trying to achieve with Kayali \u2013 that you should wear your fragrances with intention because they are so powerful<\/strong>.\u201d<\/p>\n

\"Kayali\"<\/a>

Kayali from Dubai-based Huda Beauty<\/p><\/div>\n

Pozzani's The Merchant of Venice has launched a new concept called \u2018Accordi di Profumo\u2019, an innovative collection of eight \u2018Nature-Conscious\u2019 Eau de Parfum,<\/strong> of exceptional olfactory quality, created in an exclusive partnership with Givaudan, a leading fragrance manufacturer.<\/p>\n

The sustainable and responsibly sourced ingredients of the eight fragrances are equally divided into the four main olfactory families, each characterised by an evocative colour: green for the fresh citrusy Bergamotto Italia and Arancia Brasile, pink for the delicate floral Tuberosa India and Neroli Marocco, orange for the warm ambery Tonka Venezuela and Zafferano Iran, and finally, brown for the deep woody Patchouli Indonesia and Sandalo Australia. The boxes are made of biodegradable paper obtained from algae.<\/strong> The olfactory purity offers the concept of layering, to create a made-to-measure perfume directly on the skin, with its own unique nuances and facets.<\/p>\n\n\t\t