London Research

I recently went on a research trip to London to try and find out as much as I could about fragrance to help with our new university project. 

While I was there I went to two independent perfume shops. Floris was the first I went to, founded in 1730 by Juan Famenias Floris and his wife Elizabeth this company had a rich history and heritage. I spoke to one of the sales assistants in store who said that they have very brand loyal customers who return to their store time and time again as buying their perfume has become a tradition within their families. 

I next went to Geo.F.Trumper, a men’s Barber and perfumer established back in the late 19th century. I asked to speak to the store manager who informed me that once again as a well established brand based on heritage their customers span a wide range of generations and buying their fragrances has become some what of a right of passage to the families that use their products. 

Although it was helpful to see how important heritage of a brand can be, I needed some research on more modern day fragrance brands and how well they sell to the larger consumer market. For this I decided to head to Harvey Nichols where I spoke to the floor manager of fragrance and beauty. 

He was extremely helpful and gave me a lot of information about what sells the best and who their consumers really are. Throughout the fragrance department worldwide across all their stores, their largest group of consumers is the Middle eastern and Russian market over the age of twenty five. 

When asked about fragrance trends I was told that the older generation prefer the scent of Oud while the younger consumer stocks to sweet and fruity scents. One of the most popular fragrances for young people had notes of white musk, amber, vanilla and coconut. 

Throughout the fragrance department I was informed that eu de toilette is the most popular fragrance customers buy as it is the cheapest when compared to perfumes and oils, which are more popular with the wealthy and older generations. 

Overall it was a great way to get some primary research to help me in my project and understand the world of fragrance a bit more.