As the world continues to grapple with the impacts of COVID-19, the cosmetics industry has gone through a rollercoaster ride of changes in consumer preferences. Familiar cleanser fragrances have lost favor, while new and exciting options are starting to take up more and more mindshare with every passing month.
Forget about Fresh and Floral, say See You Later to Sweet and Summer.
We’ve already taken a deep dive into which Luxury Cleanser fragrances will perform exceptionally well in 2022, but in this blog, we’re analyzing which fragrances we expect to lose popularity in the marketplace next year. Our team here at Simporter used our White Space AI tool to analyze 29 luxury cleanser fragrances to forecast trends in 2022, and you may find some of the predictions surprising.
Fresh
Consumers love fresh-smelling fragrances in their luxury cosmetic products, but the actual word Fresh is going to struggle to stay top-of-mind for consumers heading into 2022. Instead of Fresh, consumers will lean more towards fragrances that provide the feeling of freshness more naturally.
Brands like Kylie Cosmetics are currently offering Fresh facial cleansers that may need to be adapted to remain relevant and popular. Currently, Fresh holds a 30.12 percent share of voice, the largest on this list, but we expect a steep 59.32 percent negative growth in 2022. While your brand may not want to forget about Fresh entirely, it may be a fragrance to avoid in your R&D for new product offerings over the next 12 months.
Cotton
Like Fresh, Cotton is a scent that will struggle because it provides a feeling of freshness in a way more appropriate for a household cleaning product than a facial cleanser. Cotton holds a 15.67 percent share of voice and is anticipated to negatively grow by 82.83 percent next year. So, we suggest avoiding product offerings like this one and instead focusing on fresh-smelling fragrances geared more towards Rain Water, Botanicals, and Citrus scents to win over your consumers’ hearts.
Sweet
Artificial smelling fragrances are set to have a rough 2022 across the board. The more natural, the better. As we covered in our blog about 2022 Luxury Fragrance Predicted Losers, the overwhelming smell you’re used to smelling throughout the cosmetics floor of department stores is rapidly being replaced by the aroma of clean, subtle, and natural scented fragrances.
Sweet holds a 2.54 percent share of voice and is our biggest loser, by far, at 247.83 percent expected negative growth in 2022. Gen Z and younger buyers impact the types of fragrances brands create and market to their customers, so pay attention to the data and adapt accordingly.
Summer
Summer is fourth on our list with a 9.34 percent share of voice and is expected to experience negative 25.61 percent growth in 2022. Summer is yet another example of a fragrance that doesn’t possess unique attributes that help it stand out from the competition, which gives buyers pause when considering Summer scented products like this over ones with more specific descriptions.
Rose
It isn’t too surprising to find Rose on this list, as this fragrance is typically associated with products that serve the needs of an older generation of buyers. With the buying power in luxury cosmetics shifting to younger consumers, Rose is a scent that unfortunately can’t compete with the likes of Citrus fruits and other vibrant fragrance options.
Rose has a notable 7.30 percent share of voice but will lose some market share next year with an expected 25.61 percent negative growth rate. Younger consumers will leave Rose behind and spend their dollars elsewhere, not on products like ELEMIS’ Pro-Collagen Rose Cleansing Balm.
Unscented
Unscented is 6th on our list, with a 2.61 percent share of voice. Cleansers with no fragrance attract a particular audience, but the market has spoken, and our AI predicts a 27.83 percent negative growth rate for 2022.
Options like this Unscented pH-Balanced Creamy Full Body Cleanser won’t remain as popular as they’ve been in past years. Consumers want their cosmetic products to have a lovely, approachable fragrance, and in most cases, unscented cleansers won’t cut it.
Floral
Floral is just a broad category that encompasses Rose and other similar fragrances, so it’s no surprise to see it land on this list. Coming in seventh, Floral holds a 2.92 percent share of voice but should stay somewhat stable in the market with only 7.83 percent negative growth next year. Like Rose, younger consumers prefer different scents and won’t be as interested in fragrances that remind them more of an older generation.
Smell The Roses
Floral and Rose scented fragrances are on their way out, right alongside Fresh and Cotton. Now is the optimal time for your brand to pivot your fragrance offerings so that your facial cleansers stand out and convert prospective buyers into repeat customers.
For more insights on luxury cosmetics trends, check out our recent webinar here. If you’re ready to see Simporter AI in action and learn what it can do for you, request a demo on our website.
