Private Label Fragrance - How Brands Can Launch an Exclusive Fragrance

Authenticity is a key trend in the fragrance industry. Customers value self-expression  and originality over mass-produced scents. They are looking for brands that not only  offer a unique fragrance, but also provide a sense of community and shared values. With growing interest in private label fragrances, Karl Winters takes you through the  process of launching an exclusive fragrance as a brand. 

Fragrance Market Today

2023 will be remembered as the year when people returned to the old normal. They  rekindled their love for marking special occasions like family get-togethers and  office events. From personal fragrances to scents for their homes, there's been a  noticeable uptick in demand for these products. Interparfums, a leading French  manufacturer, distributor and marketer of fragrances, reported net sales of $311  million in Q4 2022—a 47% increase from $211 million in the same period the  previous year. 

Self-Expression and Identity

Social media platforms like Instagram and TikTok have sparked a desire for self expression among Millennials and Gen Z. They seek to emphasize their uniqueness  and identity—what sets them apart. Fragrance, much like fashion or eyewear, offers  a personal avenue for self-expression. With a diverse array of scents, spanning floral,  fresh, and oriental, there's something distinctive for every individual. 

Women Own Several Fragrances

Women in the past relied on a single fragrance for many years. Nowadays, they tend  to own at least 3 perfumes at a time. They match scents to seasons, events, work,  and everything in between. In big cities like Dubai and London, it’s common for  women to own more than 12 fragrances.  

What’s intriguing is that their purchases are no longer confined to established  brands—you’re likely find a mix of private label and branded fragrances in their  closet.  

Affordable Luxuries

Luxury brands like Yves Saint Laurent and Louis Vuitton are targeting a new set of  customers—people interested in “affordable luxuries.” The introduction of their very  own candles and perfumes illustrates their approach to attracting this demographic.  Compared to a luxury watch or pair of shoes, a candle or perfume doesn’t require a  large investment. This means new customers can experience the brand’s allure  without breaking the bank. It's an entry-level investment with long-term community  benefits.

Wellness Is the New Luxury

A modern focus on wellness is changing how people prioritize their lives. Consumers  are adopting healthier habits. Fragrance helps with self-identity and also makes us  feel good. Scents affect our feelings directly. For example, Palo Santo brings calm,  and bergamot boosts confidence. 

Wellness is now a sought-after luxury. More people are using fragrance to feel a  certain way. Brands with a purpose are creating fragrances that promote taking care  of yourself and feeling emotionally well. 

What is a Private Label Fragrance?

A private label fragrance is a custom scent designed exclusively for a brand. Created  by a perfumer, this scent reflects the brand's specific goals and identity.  

A private label scent usually contains a range of 20 to 100 ingredients, though some  have even more to achieve a complex aroma. While perfumes are a common product  for private label fragrances, brands also use these customized scents in candles,  body lotions, and other products. 

How Brands Can Launch an Exclusive Fragrance

Launching an exclusive fragrance can be a game-changer for your brand.  Recognizing the new market dynamics for fragrance, companies can tap into  a new revenue stream while strengthening brand identity. Here’s how you can  create your own custom scent: 

Use An Experienced Private Label Manufacturer

Several manufacturers can create private label fragrances and related items like  candles for your brand. To get started, you’ll need to clearly identity your brand goals as well as a comprehensive marketing and distribution strategy. 

Besides sourcing, the private label manufacturer should provide insights such as  trending fragrances and product positioning. Consider the flexibility they offer  alongside other factors such as production timelines and minimum order quantities  to make the best decision for your business.  

Perfumers Compose Fragrances

If you opt for a manufacturer that provides turnkey services, you'll get the added  value of a skilled perfumer. These professionals combine art and science to craft  fragrances that trigger specific emotions or experiences. 

The journey to your unique scent begins with a comprehensive understanding of your  brief, often visualized through a mood board. The creation of the fragrance itself can  take anywhere from 8 weeks to several months. At the end, you'll have a versatile 

fragrance that can be incorporated into various branded products, from perfumes to  candles and beyond. 

Pro tip: When working with a turnkey service provider, clear communication is key.  Ensure that your brief is as detailed as possible to guide the perfumer effectively.  Additionally, plan your timeline carefully. Given that fragrance development can take  months, factor this into your product launch schedule to avoid any delays. 

Main Fragrance Note & Color

To increase the odds of a successful fragrance, it's crucial to identify a central note  for the scent. This serves as a creative guide for the perfumer while still allowing  room for their artistic interpretation. For instance, a fragrance centered around  vetiver can explore variations that are fresh, sweet, floral, or woody. 

A mood board can further specify the "scent color," as colors often symbolize  particular notes. Purple might represent iris, while a creamy white could signify  jasmine. 

To maximize the impact of your mood board, diversify its elements. Along with  colors and scent notes, add images and textures. You can even include snippets of  music. Each element should encapsulate the essence you want your fragrance to  convey. By doing this, you give the perfumer a well-rounded view of your vision.  

Branding

Creating a private label fragrance must be in sync with your broader brand  objectives. Right from the start, make your brand values known to the manufacturer.  With a clearly defined brand strategy, the creative team can do a better job of  translating your brand narrative into the fragrance. Your existing visual branding can  also inspire the fragrance's packaging and labeling, ensuring a seamless brand  experience. 

For a more effective process, consider involving key team members from your  branding and marketing departments in initial meetings with the manufacturer. Their  insights can help shape the fragrance in a way that not only appeals to your target  audience but also fits seamlessly into your existing product line. This collaborative  approach can make for a more cohesive and authentic brand extension. 

Social Media

The rise of digital marketing has empowered many direct-to-consumer (DTC) brands  to thrive. Platforms like Instagram allow you to control your brand narrative and  engage customers throughout their decision-making process. An effective marketing  strategy will help you build deeper relationships with your customers over time,  reinforcing your brand's presence in their lives.

Beyond social media, don't underestimate the power of email marketing. Sending  targeted, personalized messages about your new fragrance can convert interest into  sales. It's a direct channel that allows you to update customers on product releases,  share behind-the-scenes, and offer exclusive promotions. This additional layer of  engagement can differentiate your brand in a crowded market and contribute to a  more holistic digital marketing strategy. 

Influencer Marketing

Influencers are a powerful tool for increasing brand awareness and driving sales,  especially through direct-to-consumer (DTC) channels. When an influencer features  your private label fragrance, they're essentially giving your brand a direct line to an  audience who values their opinion.  

This is particularly impactful in expansive markets like India and China, where brand  trust can significantly influence purchasing decisions. Partnering with influencers  not only puts your fragrance in the limelight but also complements your DTC efforts,  making it easier to engage and convert potential customers. 

Customer Experience & Aftercare

Ensuring an exceptional customer experience goes beyond the initial purchase.  Providing aftercare in the form of tips for fragrance layering, optimal usage, or scent  pairing elevates the brand experience. Simple but thoughtful gestures like this can  inspire loyalty and encourage repeat purchases, creating a stronger bond between  your brand and its customer base.