Product strategist helping brands like Urban Outfitters, Miu Miu, Loewe & Acne Studios shape what’s next. I read culture, spot shifts, and turn them into future products, stories & experiences. Ask me anything on trends, branding, or product vision 👀

Victoria Diaz

Hi babe, thanks for submitting your question.

So we are all on the same page here's a brief definition of what a dry fragrance is: Solid perfumes are made of a combination of fragrance oils, waxes, and other solidifying agents, as opposed to conventional liquid perfumes. The "dry" format provide customers with a practical, compact, alcohol-free and travel-friendly substitute for conventional liquid fragrances. Also they are usually packaged in small and super sexy containers, look at these 👇😍

The global dry perfume market is expected to grow from USD 1.32 billion in 2023 to USD 2.46 billion by 2030, at a CAGR of 11.3% during forecast period.  There's definitively an opportunity here and solid perfumes are one of great innovations in the fragrance market, buuut also keep an eye on this fact: In Europe & USA only Z-Gen is an active user or is thinking in getting a dry fragrance while older generations are skeptic to the non-alcoholic formulas (diluted in wax), but most importantly, many users feel the dry perfume takes away the most important aspect of wearing a niche fragrance: the mechanism. What is a mechanism? Mechanism is chain of physical movements we do when we use or activate a product, in this case the mechanism is to spray your favorite fragrance on you and feeling the micro drops landing on your skin :-)

My advice: 

Go steady: Start a wider assortment of dry fragrances from 2024 Christmas promotions and then grow its diversity towards spring 2025  (not before). 

Go narrow: Dedicate a shy yet solid 15%-17% of your total shelf to dry perfume. 

Go cinematic: Display only brands creating extra cute packaging that feel good on hand having cinematic vintage narratives like Houbigant Paris for example.

I hope I answered your question :-)

To my readers: thanks for tuning in and reading my weekly Q&A. Be a babe and submit your question, very much looking forward to answer it.

Love,

Victoria

Hi babe, thanks for submitting your question.

So we are all on the same page here's a brief definition of what a dry fragrance is: Solid perfumes are made of a combination of fragrance oils, waxes, and other solidifying agents, as opposed to conventional liquid perfumes. The "dry" format provide customers with a practical, compact, alcohol-free and travel-friendly substitute for conventional liquid fragrances. Also they are usually packaged in small and super sexy containers, look at these 👇😍

The global dry perfume market is expected to grow from USD 1.32 billion in 2023 to 

 during forecast period.  There's definitively an opportunity here and solid perfumes are one of great innovations in the fragrance market, buuut also keep an eye on this fact: In Europe & USA only Z-Gen is an active user or is thinking in getting a dry fragrance while older generations are skeptic to the non-alcoholic formulas (diluted in wax), but most importantly, many users feel the dry perfume takes away the most important aspect of wearing a niche fragrance: the mechanism. What is a mechanism? Mechanism is chain of physical movements we do when we use or activate a product, in this case the mechanism is to spray your favorite fragrance on you and feeling the micro drops landing on your skin :-)

 Start a wider assortment of dry fragrances from 2024 Christmas promotions and then grow its diversity towards spring 2025  (not before). 

 Dedicate a shy yet solid 15%-17% of your total shelf to dry perfume. 

 Display only brands creating extra cute packaging that feel good on hand having cinematic vintage narratives like Houbigant Paris for example.

To my readers: thanks for tuning in and reading my weekly Q&A. Be a babe and 

, very much looking forward to answer it.

Hello Victoria, you know me, we have 20 niche fragrance stores and thinking if the dry perfume trend is a real thing thinking in the long term and buyers culture. Is it a long term trend? Or just a short term buzz?

Let me know, your opinion is appreciated.

Victoria Diaz

Are dry perfumes a long term trend? Or just a buzz?

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Victoria Diaz