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TrendAroma Marketing 🌸 Independent fragrance insights agency
📈 Trend forecasting, category analysis & bespoke reports
🚀 Inspiring innovation + next-gen scents

Freelance Marketer for the Fragrance Industry. Trend Reports, Market Reviews, New Product Development. Range Development, Commercial ideas.

Estée Lauder enters the gourmand fragrance category with the launch of Glimmer Eau de Parfum.Launching on 6 August, Glim...
29/07/2026

Estée Lauder enters the gourmand fragrance category with the launch of Glimmer Eau de Parfum.

Launching on 6 August, Glimmer marks the brand's first gourmand fragrance, signalling a strategic move into one of prestige fragrance's fastest growing scent families.

Created by IFF perfumers Dominique Ropion, Anne Flipo and Jean-Marc Chaillan, the amber floral fragrance blends macaron rose, raspberry mousse and vanilla bean to deliver a modern, dessert-inspired scent profile.

The launch also reflects Estée Lauder's ambition to recruit a younger prestige fragrance consumer. Fronted by Hailee Steinfeld, the campaign centres around the idea of "glimmers" - small moments of joy, optimism and connection.

With gourmand fragrances continuing to drive premium fragrance growth, Glimmer represents a significant new direction for one of beauty's most iconic fragrance houses.

💡 Trend Insight: As gourmand fragrances continue to drive prestige fragrance growth, brands are expanding beyond traditional sweet profiles with more sophisticated, dessert inspired compositions that balance indulgence with modern luxury. The launch also highlights the growing importance of emotionally driven storytelling, using themes of joy and connection to resonate with younger audiences.

How are we almost at the end of July already? 🤯If you're planning your travel, networking, trend research or business de...
23/07/2026

How are we almost at the end of July already? 🤯

If you're planning your travel, networking, trend research or business development over the coming months, here are a few key fragrance industry dates to add to your diary.

I've also updated the TrendAroma Global Fragrance Industry Events Calendar to include events right through to July 2027, making it a handy resource for planning ahead.

📅 Upcoming Global Fragrance Events

📍 FRAGCON 2026 – 14–15 August 2026 | Houston, Texas, USA
📍 Pitti Fragranze – 11–13 September 2026 | Florence, Italy
📍 Geelong Fragrance Fair – 11–13 September 2026 | Geelong, Australia
📍 Asia Perfume Show – 23–25 September 2026 | Paris, France
📍 TFWA World Exhibition & Conference – 27 September–1 October 2026 | Cannes, France

Looking ahead to 2027...

📍 Esxence – 24–27 February | Milan, Italy
📍 In-Cosmetics Global – 6–8 April | Barcelona, Spain
📍 Paris Perfume Week – 15–17 April | Paris, France
📍 Simppar – 2–3 June | Paris, France
📍 London Home Fragrance Show – 8–9 July | London, UK

✨ You can explore the full Global Fragrance Industry Events Calendar here: https://tinyurl.com/feknym2u

Are there any events you're planning to attend over the next 12 months? I'd love to hear which ones are on your calendar.

Best known for viral products including Bum Bum Cream and its bestselling Cheirosa Hair & Body Fragrance Mists, Sol de J...
15/07/2026

Best known for viral products including Bum Bum Cream and its bestselling Cheirosa Hair & Body Fragrance Mists, Sol de Janeiro is entering the men's fragrance market for the first time with the launch of its new Cheiroso franchise.

The collection introduces Cheiroso 7 and Cheiroso 10 Cologne Mists, designed to capitalise on the growing momentum surrounding men's fragrance, body mists and football culture ahead of the 2026 FIFA World Cup.

Named after the iconic jersey numbers worn by football legends including Neymar Jr., Cristiano Ronaldo and Lionel Messi, the fragrances reinforce the brand's connection to Brazilian identity and sport.

Priced at $26 for a 90ml bottle, the Cologne Mists bring an accessible prestige proposition to the expanding men's fragrance category. The campaign features Brazilian actor André Lamoglia alongside TikTok creator Alejandro Rosario, with imagery captured on Rio de Janeiro's iconic Ipanema Beach, paying tribute to the destination that originally inspired the Sol de Janeiro brand.

The launch represents the first major innovation under CEO Jordan Saxemard, following the departure of co-founder Heela Yang earlier this year, and signals the brand's next phase of growth.

As competition intensifies across fragrance mists and body care, Sol de Janeiro is looking beyond its core female audience to unlock new opportunities while extending its signature emotionally driven brand positioning around confidence, self-expression and the sensorial spirit of Brazil.

The move also reflects wider shifts within the fragrance market. While men's prestige fragrances outperformed women's in 2024, recent data indicates both segments are now growing at a similar pace. At the same time, affordable prestige fragrance formats continue to outperform higher-priced luxury launches, highlighting increasing consumer demand for accessible, expressive scent experiences. By positioning Cheiroso between traditional body sprays and luxury fine fragrance, Sol de Janeiro is responding to the growing appetite for versatile, everyday fragrance formats that combine premium credentials with an attainable price point, while further broadening the appeal of its successful fragrance mist portfolio.

👉🏻 Cheiroso 7 Cologne Mist
Top: Wild Lavender, Brazilian Orange, Black Pepper
Mid: Salted Macadamia Nut, Brazilian Beach Biscoito
Dry: Vanilla Woods, Vetiver

👉🏻 Cheiroso 10 Cologne Mist
Top: Crushed Cardamom, Bergamot, Geranium
Mid: Brazilian Pineapple, Coconut, Roasted Sesame
Dry: Smooth Cedarwood, Dulce de Leche, Amber

The latest UK home care launches demonstrate how fragrance is becoming the primary vehicle for premiumisation. Seasonal ...
07/07/2026

The latest UK home care launches demonstrate how fragrance is becoming the primary vehicle for premiumisation. Seasonal collections, identifiable fragrance notes, and emotionally driven scent stories are helping brands transform routine cleaning into a more enjoyable lifestyle ritual. Rather than competing solely on efficacy, brands are increasingly using fragrance to create differentiation, encourage repeat purchase, and build stronger emotional connections with consumers.

NEW LAUNCHES
👉🏻 Dettol Peach & Hibiscus & Harpic Tropical Peach & Mango
👉🏻 Daz Fresh Jasmine range
👉🏻 Flash/Fairy/Febreze Summer Breeze

✨Fragrance has become one of the primary points of differentiation within mature home care categories, with scent stories increasingly driving shelf standout and consumer choice.

✨In the UK/European market fruit scents are becoming more premium and mood enhancing sensory experiences.

✨Home care is also borrowing from fine fragrance language, using identifiable floral notes that feel more premium, modern and emotionally evocative than traditional "summer flowers" positioning.

✨Cleaning focused brands are also increasingly selling an atmosphere rather than just cleanliness. Holiday inspired fragrances allow consumers to recreate the emotional feeling of summer travel without leaving home.

✨Fragrance teams are thinking beaches, sunsets, tropical breezes and palm trees.

✨Companies are increasingly treating successful fragrances as cross-category platforms, allowing consumers to scent multiple rooms and cleaning routines with a consistent fragrance identity.

The Perfume Shop has revealed its predictions for the top 10 bestselling men’s fragrances for Father’s Day (UK) 2026, re...
20/06/2026

The Perfume Shop has revealed its predictions for the top 10 bestselling men’s fragrances for Father’s Day (UK) 2026, reflecting a mix of long-standing favourites and newer releases gaining popularity.

It comes as fragrance remains one of the UK’s most popular Father’s Day gifts, with The Perfume Shop reporting sales of 248,142 bottles in the two weeks leading up to Father’s Day in 2025 - equivalent to around 12 bottles sold every minute.

The new SKANDINAVISK KØLLEKTION is described as a series of "chapters" that evoke specific memories, such as bike ridin...
10/06/2026

The new SKANDINAVISK KØLLEKTION is described as a series of "chapters" that evoke specific memories, such as bike riding through Copenhagen or visiting a summerhouse by the beach.

*******

KØPENHAGEN
Climbing white roses open into cool city air, blending with the soft mineral scent of stone after rain. Along the harbour, water moss meets polished steel, reflecting the city's mix of historic trading roots and modern creativity. Charred wood and pale musks add warmth beneath the freshness.

POLÅR DANCE
Snowdrop and elderflower bloom with delicate brightness, lifted by crushed mint and a frosty air accord. Silver fir brings depth, while a radiant light accord drifts through the fragrance like the glow of the midnight aurora.

ARCTIC ODYSSÆY
A crisp snowflake accord creates glacial freshness, while sea spray and tundra herbs carry the scent of salt and wind across lichen-covered rock. Arctic moss grounds the composition, with black pepper and vetiver adding quiet warmth and resilience beneath the frost.

DISTANT SHÖRES
Inspired by empty beaches and shimmering horizons, sea lily and sea grass sway alongside samphire and the faint salt of skin after a swim. Heather floats through the air before settling into sun-warmed driftwood and rolling sand dunes that hold the secrets of summer.

DEEP FØREST
A meditative walk beneath a pine canopy where the air is rich with resin and rain. Pine needles and fir balsam bring clarity, while cedar, spruce and vetiver root the scent in earthy calm. Forest air, pink pepper, rowanberry and juniper add the brightness of wild berries scattered across the woodland floor.

OH! MIDSUMMÄR
A fragrance of sunlight and celebration. Fresh wild strawberries sparkle against green stems and meadow dew, while buttercups, clover, cornflower and meadowsweet evoke flower crowns and birch-dressed maypoles. Jasmine adds a soft glow, with patchouli and musk creating the warmth of sun-kissed skin.

NORDIK NIGHTS
A gentle amber glow fills the room like candlelight on bare skin. Notes of cacao truffle melt into warm skin accords, while a lingering lover's trace rests on soft cashmere wool, wrapping the air in quiet comfort.

INDUSTRY M&A NEWS:"Givaudan, today announced that it has reached an agreement to acquire a majority stake in Eurofraganc...
05/06/2026

INDUSTRY M&A NEWS:

"Givaudan, today announced that it has reached an agreement to acquire a majority stake in Eurofragance, a pure play fragrance house based in Barcelona, Spain.

Eurofragance is a family-founded fragrance creation house specialising exclusively in the design and production of fine fragrances, as well as fragrances for personal and home care products. With a strong presence across Europe, the Middle East, Asia, Africa, and Latin America, the company focuses on high growth regional markets. Renowned for its agility, creativity, and deep market understanding, Eurofragance combines a perfumery boutique approach with the latest innovations to deliver distinctive olfactive solutions and fragrances tailored to consumer preferences.

This strategic alliance marks an important milestone in Givaudan’s 2030 strategy, aiming to expand its presence and capabilities across local and regional markets to drive sustained business growth. By combining Eurofragance’s entrepreneurial spirit and strong regional footprint with Givaudan’s global leadership and capabilities, the collaboration will enable both companies to bring unique, locally relevant fragrance experiences to consumers worldwide. "

Source ~ Givaudan media release via website

The latest fine fragrance trend intelligence report (Edition 17) is now available and explores eight new scent stories s...
05/06/2026

The latest fine fragrance trend intelligence report (Edition 17) is now available and explores eight new scent stories shaping the olfactive landscape — from soft, comforting gourmands to orchard fruits, atmospheric nature scents, radiant citrus creations and a new wave of mineral freshness.

This season fragrance becomes softer, more emotional and more experiential. Matcha breaks, picnic moments, wild landscapes, coastal escapes and cloud-like textures all influence how brands are creating scent.

Inside the report you'll discover:

• 8 key fragrance trends covering launches from Spring + Early Summer 2026.
• Around 100 new perfume launches analysed.
• Emerging ingredients, accords and olfactive directions via launch activity in the Trends & Insights section.
• Future predictions and thoughts on new innovation directions in relation to each trend story.
• Consumer insights, movements and market shifts summarised in notes of now & next, men’s fragrance trends, women’s fragrance trends and niche fragrance trends section.

Available now on www.trendaroma.com

Affordable ‘luxury’ fragrances continue to generate significant engagement across social media, with consumers increasin...
05/06/2026

Affordable ‘luxury’ fragrances continue to generate significant engagement across social media, with consumers increasingly seeking high quality alternatives to premium scents. M&S fragrances in particular have built a strong online following, regularly appearing in TikTok, Instagram and Facebook discussions thanks to their sophisticated scent profiles, accessible price points and strong word-of-mouth recommendations.

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✨New Studio collection:

Amber Crème is a refined and evocative choice. Sensual amber and rich vanilla combine with notes of rum, patchouli and crème anglaise to create a lavish, indulgent scent.

Ginger Flower is a fresh and contemporary scent. The heart of the fragrance combines lively ginger with sweet citrus and orange blossom for an uplifting accord. Sensual white musk and blond woods create a warm, grounded finish.

Tonka Tabac is rich and complex - a sophisticated choice. Golden tonka bean, to***co and hazelnut create a warm and inviting scent that's complemented by juicy berry notes. A base of cognac, vanilla and cinnamon provides depth and grounding.

Darkest Vanilla is rich and velvety. The sensual vanilla heart is complemented by warm amber, luscious tonka bean and dreamy patchouli. Notes of floral orchid and sweet brown sugar ensure a luxurious finish.

No descriptions for Salted Haze, Vanilla Silk, Dewy Rose and Sheer Musk are available yet.

✨Discover collection releases 2026

Marshmallow Delight: indulge in a scent that feels soft, sweet and irresistibly playful. Juicy raspberry brings a bright opening, melting into fluffy marshmallow and smooth cream for a comforting, dessert-like finish.

Solar Fleur: the warmth of sunlit skin. A bright burst of mandarin opens the scent, softened by delicate jasmine and wrapped in the creamy sweetness of coconut milk. The result is a smooth, glowing fragrance that feels effortless and uplifting.

From viral food trend to fragrance inspiration, the rise of savoury scents highlights consumers' growing appetite for un...
03/06/2026

From viral food trend to fragrance inspiration, the rise of savoury scents highlights consumers' growing appetite for unexpected olfactory experiences.

The Green Goddess salad phenomenon, which dominated social media feeds in 2021, transformed a classic 1920s dressing into a cultural moment. Defined by its finely chopped greens and herbaceous profile of cabbage, cucumber, chives and green onion, the trend tapped into a broader fascination with freshness, wellness and garden-to-table aesthetics.

Today, those same cues are appearing in fragrance.

Flamingo Estate's Green Goddess Candle transforms the aroma of pesto into something surprisingly transcendent, blending basil, mint, pea tendrils, rosemary and golden ginger into a scent that feels like stepping into a sun-drenched garden at golden hour.

Meanwhile, Versatile Paris has reimagined its Rital Date fragrance with a bright pesto-basil accord, creamy pistachio and limoncello lemon, proving that savoury notes can feel just as addictive as gourmand ones.

The movement extends beyond niche fragrance. Jo Malone London's limited-edition Veggies Collection explores vegetable inspired storytelling with new scents; Velvety Butternut, Carrot Blossom and Scarlet Beetroot, demonstrating how savoury and vegetal notes are entering the mainstream fragrance conversation.

Taken together, these launches point to a broader shift: savoury is becoming a legitimate olfactive territory.

For fragrance creators, the opportunity extends beyond novelty as consumers continue to seek experiences that blur the boundaries between food, fragrance and lifestyle. Herbaceous, vegetal and culinary green notes offer a contemporary route to freshness. Basil, fennel, pea shoots, beetroot, carrot seed, leafy greens and garden herbs are increasingly functioning as emotional signifiers of wellness, seasonality, provenance and connection to nature.

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