12 Mar Niche perfumes from the world in ESXENCE 2024
Last year, we are invited as professional visitors to attend ESXENCE in Milan with hundreds of niche and craft perfume brands from the world.
Individual perfume brands are with great innovation and strong expressions.
Brands from Europe and Middle East are up to 80% very consistent in the way of composing their scents, however the brand stories and packagings are way much different from each other which usually bear the passion and love of founder him/herself. A few brands are coming from Asian founders and their way of composing scents are much different. Asian founders adopt up to 70% a more tender accords and spiritual elements, whereas innovation of Europe and Middle East founders are more technology and art driven.
Having had TWENTY FOUR scheduled appointments with individual perfume owners and being in contact with their marketing managers, we are lucky enough to have identified a few accords of interests as well as brands with market potential in Greater China following an Altura Brands Group (ABG as below) approach in assessing market potential for niche and craft perfume brands in Greater China.
The ABG approach adopts a combined assessment of scorecard covering accords, brand image, brand positioning and VOCs (voice of consumers). Furthermore, the target consumers and their seeding/shopping locations are the bases for this assessment.
Innovations from the Niche
The modern technologies and openness of the essence giants have allowed niche and craft brand owners to test and create new accords that are never tried and used by commercial perfume brands and fashion houses. We are very happy and excited to have found few accords of great innovations from the essence houses getting to market. Also for being unique, some founders spend huge cost on bringing new coating technonogies on perfume bottles. With the joining of sculpture artists, the packaging design has enjoyed a furturemore breakthrough.
Niche means being different
Niche brands are no longer remaining small and regional. With the growing maturity of global perfume consumers and their preferences of bening unique, niche brands are eager and open to be seen aboard. Even with brands born in recents years or months, founders are open to be discuss their oversea journey in near future.
