Today's Chinese consumers no longer want to smell the same brand of perfume. Many of them are looking for something more personal and complex - whether it's their favorite tea or the smell of fresh grass.
A 2018 industry report released by Euromonitor International also shows that China's demand for minority perfume is part of the global trend. In most markets, luxury perfume sales have increased much faster than the popular brands in the past five years.
To this end, Estee Lauder (Estee Lauder) and other beauty groups have added customization options to their brand portfolio, and welcome smaller handmade fragrances (including By Killian and Frederic Malle) to join their stable products. While analysts say it remains to be seen whether the category will continue to grow exponentially, it certainly deserves attention.