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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.
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.
From personal fragrances to scents for their homes, there’s been a noticeable uptick in demand for these 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.
The Rise Of Social Media
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.
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.
