For a long while the only scent I would wear was Red Door. However, I’ve found that in each season of my life, my preference towards a certain fragrance changes. While Red Door remains my "fall back" scent, I’ve stopped repeatedly only buying that scent and venturing out to discover new fragrances to suit me.
I’m not alone in my less than loyal approach to fragrances. Many years back, if you purchased a certain brand or fragrance, it became your signature scent and one you would replenish each time the bottle went dry. Now perfume addicts everywhere are moving out of their comfort zone of just one fragrance or brand and moving on to having a menagerie of scents in their collection, not remaining loyal to any one in particular.
Due to our fickle nature, perfume powerhouse brands like L'Oreal and Clarins are seeing a decline in their sales figures month after month, making them race to the drawing board to start over and reconfigure their marketing tactics. Not only their marketing tactics, but creating new scents to keep their consumers happy.
This all comes at a time when celebrity fragrances are on the rise and are bringing in money hand over fist, which is why we are suddenly seeing more and more celebrities inking deals with fragrance companies. So how are fragrance companies dealing with this? They are reinventing old scents, creating limited edition bottles or scents, selling limited quantity made to order fragrances, creating exclusivity by limiting where their brands are sold and bringing on celebrities to market their image.
The question remains, will consumers get tired of the constant change of scents and revert back to their brand loyalist ways or will the current trend continue to move forward?
