The future of fragrance: the questions shaping the industry
The fragrance industry has always evolved in step with social, technological and cultural changes. In recent years, this evolution also seems to be moving in several directions at once. New creative tools are emerging, formats are multiplying, and younger generations are changing the way they relate to scent.
As a result, industry conversations no longer revolve solely around the notes that will be most prominent next season. Attention is also turning to how fragrances will be developed and the new spaces they might occupy. Meanwhile, some consumers are discovering products through a screen and using perfume as another way to express their identity.
Against this backdrop, certain questions are coming up more frequently, helping us understand where the industry is heading.
What role will artificial intelligence play in fragrance creation?
When we talk about artificial intelligence in the fragrance industry, it is easy to imagine an algorithm creating a formula from start to finish. In practice, its role is much broader and more complex.
A tool for expanding possibilities
Artificial intelligence can analyse large amounts of information and identify relationships between raw materials. Using this data, it can help explore combinations that might not immediately emerge during the creative process.
It can also help interpret information about the market and consumer preferences. This makes it possible to work with a wider range of insights from the outset and streamline certain stages of development. But having more options available does not mean they will all lead to a good fragrance.
Formulas need interpretation
A composition can be perfectly balanced and still fail to convey the intended feeling. It may also work on a scent strip but behave differently when incorporated into the final formulation.
This is where the experience and judgement of those who create and evaluate fragrances come in. Artificial intelligence can suggest a direction, while the development team must decide whether it fits the product and the brand’s identity.
Perhaps the main question is not whether artificial intelligence can create a fragrance, but how to use it to explore new possibilities without the results losing their personality.
How far can new fragrance formats go?
Spray perfume remains a central reference point, but it has long ceased to be the only way we experience fragrance. Other formats are gaining ground and changing the place fragrance occupies in our routines:
- Solid perfumes: allow for more targeted application and usually come in portable formats.
- Oils: offer a more direct connection with the skin and a slower, more deliberate application.
- Body or hair mists: provide a lighter feel and make it easier to reapply the product.
- Water-based or alcohol-free fragrances: open up other formulation possibilities and respond to new usage preferences.
This evolution is also bringing fragrance closer to the world of skincare. The trend known as skinification is reflected in products that integrate fragrance into the personal care routine, paying closer attention to its relationship with the skin.
The shift also extends to the home and laundry care, where scent boosters, concentrated products and hybrid offerings are giving fragrance a more prominent role in categories traditionally associated with functionality.
Changing the format also changes the fragrance
Developing a solid perfume or a fragrance for detergent requires different approaches. The base influences how the composition behaves and how it is perceived.
The moment of use also changes. Some fragrances need to make an immediate impression, while others are designed to evolve gradually or reappear later.
Exploring a new format therefore means considering the entire experience. Before adapting a fragrance concept, it is essential to understand how the product will be used and what feeling it should leave behind.
What does Generation Z look for in a fragrance?
For many members of Generation Z, discovering a fragrance starts on a screen. Recommendations from content creators introduce them to new launches and, in some cases, lead them to buy before they have smelled the product. This is known as a blind buy, a practice that makes communicating the experience through words and images even more important.
Notes no longer tell the whole story
In response to this challenge, a more visual and emotional way of talking about fragrance has emerged. Instead of describing only the composition, much of this content explains how a fragrance makes someone feel or what kind of personality it represents.
This gives rise to expressions such as “the scent of clean laundry” or “a perfume to help you feel calm”. They may not explain exactly what the formula contains, but they allow people to quickly imagine the experience.
This new language does not replace traditional fragrance terminology. It complements it and makes it more accessible to people who are beginning to take an interest in the industry but are not yet familiar with all its references.
A more flexible way to use fragrance
The idea of having a single perfume as a personal signature is also changing. Rather than choosing one scent for life, the concept of a scent wardrobe is gaining ground. This means having several fragrances and choosing between them according to the occasion or how someone wants to feel that day.
More accessible formats and smaller-sized collections make this kind of experimentation easier, particularly among younger consumers.
This more flexible relationship with fragrance creates opportunities for brands, although it also accelerates the rise and fall of trends. A note can go viral and fill the market with similar offerings in a very short time.
The key is to look beyond that immediate popularity. Understanding why something resonates helps identify needs with longer-term potential. In some cases, people may be seeking wellbeing or personalisation. In others, they may be finding a new way to express their identity.
New questions for new developments
Artificial intelligence is expanding the tools available for creation and changing the way consumers discover and choose these products. For brands, this means more possibilities, but also more decisions to make. Adopting a technology or choosing a different format makes sense when it addresses a specific need and fits the intended experience.
At Bordas, we closely follow these changes to assess how they can be applied to each development project. We work with the needs of the product and each brand’s identity in mind.
The future of the industry still leaves many questions open. And that is probably where the most interesting part lies: in everything that remains to be explored.
