No passado dia 7 de Março, o FT publicou o artigo "Why niche fragrances are big business".
Um artigo que remete rapidamente para o esquema que aprendi com Daniel Priestley:
"We don't have a budget in terms of ingredients. Very often in the more commercial fragrances, you have a brief to create a fragrance with a dollar per kilo of components. We don't," says Patrice Béliard, the recently appointed chief executive of Artessence, the small Paris-based group that owns Marly and Initio, another perfume brand.
That ethos comes with a hefty price tag of €175 and above per bottle, but it is one that shoppers seem happy to indulge. In a flat global beauty market, fragrances are growing at about 3 per cent, according to Circana. Niche fragrances - the category of high priced, highly concentrated and limited production fragrances - are growing at roughly four times that rate per year. Today niche perfumeries such as Creed, Amouage and Byredo have grown to account for about a fifth of the global fragrance market, from roughly 5 per cent pre-pandemic, according to Boston Consulting Group."
O fenómeno é impulsionado por consumidores que procuram produtos mais exclusivos e personalizados, incluindo a tendência nas redes sociais de “fragrance wardrobing”, isto é, possuir vários perfumes diferentes para diferentes momentos ou estilos.
Mais um exemplo de um mercado em que competir com produtos premium e diferenciados pode ser muito mais lucrativo do que competir em preço.
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