Almost 60% of the launches are totally new products followed by range extensions (25%). The top three categories leading the new launches are color cosmetics, skincare and hair care. 

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The fragrance category, however, shows a completely different pattern of innovation.  Here completely new product launches account for only 5% of those observed by Mintel, and new packaging launches account for a larger 7%. The U.S. ranks third in the number of new fragrance launches this year (13.3%) surpassed only by the UK (18.4%) and France (13.9%).

On first sight this seems unexpected as the fragrance category is characterized by sophisticated and beautiful packs, which are core to instant brand recognition.  This is one category where you might think it not a good idea to mess with the pack design once a product has been launched.  However, with consumers increasingly looking for what’s new, brands are turning to strategies such as limited edition packaging to offer a trusted product with a novel twist. 

Sisley Eau Du Soir

Here's a look at the most interesting and eye catching fragrance launches recorded in Mintel’s GNPD, some of which illustrate this very trend.

Comme des Garcons 2 Man Pocket fragrance.

COMME DES GARCONS 2 MAN POCKET by Comme des Garçons (Germany)

Comme des Garçons has launched the Pocket Collection, which features new 25ml size packaging. Available as part of the limited collection is 2 Man Eau de Toilette, which has been inspired by the working artistic man, but is still a “no-gender” fragrance. The scent combines notes of burnt aldehydes, mahogany wood, leather and incense.

Packaging color is not traditional male oriented black or grey and features beautiful chocolate brown notes. The shape reminds one of a stone or even maybe a flask with cap positioned on a side versus the traditional middle. The number 2 is carved on the pack making MAN with “A” upside down the center of attention.

Paco Rabanne 1 Million

GUERLAIN La PETITE ROBE NOIR by Guerlain (France)

An absolutely beautiful bottle by Guerlain - shown above - tells the story of a small black dress that is a must in every woman’s closet.

The launch was supported by a video that relays the story of a woman that puts on a small black dress and perfume and transforms in the streets of Paris. It comes in very attractive packaging that suggests evening use when going out.

ZARA WOMAN GOLD by Zara (France)

Zara Woman

As more and more clothing retailers are expanding into beauty categories, we are seeing a lot of launches from H&M, Zara and the like that altogether represent a private label fragrance category.

This packaging and newest Zara fragrance, while providing a unique smell and value, is a good example of standard private label strategy: copying the brands. This packaging indeed is reminiscent of the Guerlain packaging where this type of diffuser is frequently used.

SISLEY EAU DU SOIR by Sisley (France) shown above

Sisley Eau du Soir Eau de Parfum is available in a limited edition, deep and beguiling blue bottle adorned with the golden print of a majestic and wild zebra, created by Isabelle d'Ornano. This resolutely modern and luminous 13th edition is designed to transport the user to a fresh take on the Savanna, with intense lapis-lazuli tones. The fragrance features notes of fresh citrus, sensual floral and chypre, and intense amber and musk. The product is retailed in a 100ml bottle crowned with a sculptural 18-carat matte gold-plated stopper designed by Polish sculptor Bronislaw Krzyszto.

Estee Lauder's limited edition 'bow' bottle.

PACO RABANNE 1 MILLION by Puig (UK) shown above

To visually communicate the famous “1 Million” perfume Paco Rabanne created a limited edition packaging decorated with the American dollar bill. It is said to represent the expression of every man's fantasies, an object of desire as a gold ingot shape. Fashionable packaging represents masculine redesign and is very straightforward by visualizing the famous object of desire and associating it with their perfume.

ESTEE LAUDER MODERN MUSE by Estée Lauder (U.S.)

Estée Lauder Modern Muse Eau de Parfum is launched in a collectible Bow Edition, said to be 'petit' enough to go around town or around the world. An interesting transformation from the previous version launched in 2013 where the bow was designed into the top of the bottle as a closure type. The new collectible edition this year made the bow the center of the pack and changed the closure type. 

please visit www.topbeautysh.com  for more cosmetic packaging information.