Vanilla woman or granny stylish: How perfume turned a life-style aesthetic

This article was initially revealed within the Fragrance Trend Report. Receive your copy here

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‘Vanilla girl’ fragrances are nonetheless going robust, as are ‘clean girl’ (aka pores and skin scents). But there’s additionally a raft of newer aesthetic developments like ‘gourmand girly’ (from honey scents by way of to pistachio), ‘fruit girl’ (cue notes of raspberry, strawberry, cherry, peach and pomegranate), ‘granny chic’ (violet and lavender scents), and ‘whimsy girl’ (playful, nostalgic fragrances).

Aligning perfume with way of life aesthetics has change into a extremely efficient storytelling approach within the digital world, fuelling not solely the invention of perfumes, however gross sales too. For Gen Z specifically, perfume is not only a product – it’s an extension of identification, temper and every day ritual, says Roz Wicks, founding father of TrendAroma Marketing, and platforms “like TikTok have transformed discovery from note-led education (top, heart, base) into vibe-led storytelling (‘clean girl’, ‘vanilla girl’, ‘gourmandguy’ and ‘that girl before 9am’).”

“Fragrance is becoming increasingly visual,” provides Arnaud Guggenbuhl, Head of Global Marketing, Insight and Image, Fine Fragrances at Givaudan. “For Gen Z and now Gen Alpha, scent is often discovered and consumed without even smelling it – through social shopping, digital storytelling, or soon within virtual worlds and video games.”