Scentsory

            The fragrance and flavor market has been the slowest to recover post recession. The are many factors to consider when pondering the question of why.
            First there is just so much competition. Every Tom, Dick and Harry is releasing scents in to the market leaving consumers with so many options it's just plain confusing.
             Second, and perhaps the most important, the gen Y consumer it not buying it. Many of them don't seem to be into fragrance. If retailers can't find a way to woo this market the implications could be far reaching. Who knows if this market will remain in a permanently fragrance free state or if they will grow into it. 
           Third, on line sales are harder for perfumeries. People will purchase a fragrance they know they like online but may not necessarily be so adventurous as to purchase a new fragrance. At least with apparel you can make a fair approximation of size or fit. The same cannot be said for perfume. Consumers may be given a description of the scent as "floral" or "citrus" based but who really knows what that means.
            I read a book a while back that predicted scents would be used to provide the consumer with a multi-sensory experience for the consumer. Now two years later we see Ralph Laurens 4D fashion show. The forth element, scent. I believe that in the coming years we will be seeing a lot more of this type of innovation in the world of fragrances. It is necessary to push into new areas due to the strong disadvantages in this market.

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