The global crisis caused by covid-19 has meant that the perfumery sector also moved online, opening or enhancing e-commerce. This has allowed that, despite the deficit caused by the lockdown for physical stores, there has been a significant increase in online turnover.
Certainly this migration is more difficult for the fragrance industry, because customers want to be able to smell and try the perfume before they buy it. There are a number of solutions to overcome this problem: there are those who have taken care of sending discovery kits in order to let consumers try the perfumes in advance and those who, like the majors in the sector, have decided to focus on the sales and the promotion of classics, evergreens known and loved by all and consequently directly purchased. Home fragrances with beneficial properties were promoted and, following the reopening after the first lockdown, technological tools and applications were used to make the in-store experience safer, contact-free, online with the hygienic-sanitary rules ...

This article reports 9 evidences on the flavor and fragrance market deduced from a survey conducted by IAL Consultants in which there is no lack of data on the impact of COVID-19 and future forecasts.

Inclusivity concerns various areas and factors. There is talk of ethnic, cultural, religious, sexual inclusivity… More and more brands have this mission at heart. In this article, we discover their approach to inclusivity and their philosophy.

This in-depth article highlights the dramatic Chinese reality behind beauty treatments and cosmetic surgery. Most of the products used for these treatments are illegal and not recognized by the Food & Drug Administration. Doctors, or rather, those who profess themselves as such are often unlicensed or poorly trained and therefore not a professional. This leads to numerous accidents which can lead to deformation or even death….

As is known, the trend that is most popular in the field of cosmetics is that of natural products. In fact, there is an ostracism of everything that is synthetic in favor of natural and therefore sustainable, eco-compatible products, not harmful to the human body or the environment. Are we really sure this is the case?

In such a troubled period, characterized by the pandemic that has devastated our planet, brands had to reinvent themselves and overturn their marketing strategy to better adapt to the extraordinary situation they were experiencing. Many brands have therefore started investing in a digital marketing strategy based on social content, video, email marketing and communications directly to the consumer. Those brands that manage to effectively communicate their identity and values will be successful.

In this interview, Leïla Rochet, Sarah Schnebert & Stéphanie Muit of the Forecastig Team explain their philosophy and point of view on the future of Beauty.

An extremely rich and comprehensive guide which enlightening concrete examples explaining how brands can truly represent the values they are selling and positioning themselves better.