The US beauty giant Estee Lauder group has acquired three high-end salon perfume brands such as Le Labo, Editions de Parfums Fr e d ric Malle, By Kilian and other three high-end salon perfume brands in 18 months. The French luxury giant group bought the French independent perfume brand last year, this is the second time since 2001 when it bought the minority perfume brand again. Brands such as Edo are pocketed by private equity funds.
According to Euromonitor data, by 2020, the market of mass perfume market will be reduced by 15%, while the market value of manual perfume and high-end perfume worth 6 billion 600 million US dollars will increase by 18%.
Are there any other small perfume brands that we are not familiar with? What are the unique charms of these brands?
Because the mass perfume brand should consider the needs of most markets, the uniqueness of products will be weakened. It is not surprising that many different brands of perfume have the same flavor. With the upgrading of consumption and consumers' pursuit of individuality, perfume, like clothing, is increasingly becoming a medium for consumers to personalize themselves.
How to classify perfume?
There are many classifications for minority fragrances. If perfume and creative directors are the same person, there are two kinds of perfume:
The first category: creative director and fragrance maker are not the same person: creative director is the source of creativity, and fragrance maker plays a more technical role in realizing creativity in the form of smell.
Representative brands: Le labo, byredo, Serge Lutens, etc.
The second category: one person acts as creative director and perfumer: this kind of brand is relatively rare in the market. Usually, this kind of brand has its own laboratory, factory and production line. This kind of brand can be more classified as artistic perfect and artistic expression.
Representative brands: Maison Francis kurkdjian, Parfums de Nicolai, Lorenzo Villoresi, etc.
With the flourishing development of the minority perfume market, a number of relatively mature perfume brands have emerged. Who will be the next perfume brand from the niche market to the public and the world?