How Gen Z has affected perfume packaging design

French full beauty services business Superga beauty has just released its new “Layering Perfume” Collection, which is based on its understanding of how Gen Z consumers use perfume. 

The company pointed out that the perfume market has really taken off since the Covid pandemic, both in terms of volume and value. It said that sales were up by 21% in 2021, and by 15% in 2022.  

A personality statement ​

The usage cases of perfumes have also become increasingly diverse, in particular among the younger generations, who consider it important in terms of well-being, self-confidence and a personality statement. 

According to the business, these changes have brought about two major consequences for the fragrance market: 

• A boost in fragrance consumption 
• New requirements, and methods of use. For example, perfume is no longer sprayed on once, it is applied differently and combined with other scents to ‘layer’ it. 

“The methods of applying perfume are changing and it is essential for brands to all adopt the technical resources to be able to respond to these new trends,” explains CEO at Superga Beauty, Leslie Bréau Meniger. 

“Gen Z prefers different application systems to the traditional sprays such as roll-on, pencils, sticks, foam tips,” she shared.  

“The current trend is leaning towards a reinvention of methods of use and textures of perfume, and more precisely the art of layering which is the new trend emerging in 2024.” 

Layering consists of combining and adding different layers of fragrance to invent a unique and personal scent, which can be changed at will, depending on the weather, occasion, or mood, etc. 

A new approach to scent formats is needed ​

For fragrance brands, numerous changes should be considered. These include: 

• New packaging solutions with new containers, especially mobile formats. 
• New application systems for continued use based on a subtle use of the senses. 
• New formulas for better durability, a continued refined fragrance and pleasant feel on the skin. 

Bréau Meniger explained that Superga created its new Layering Perfume collection in collaboration with expert partners: Cosmogen for packaging and GBC for formulation.  “We are offering brands a key-in-hand solution on the market for new, affordable and effective products,” she shared.

The new collection features brushes and roll-ons, providing brands sensory oil perfume in a mobile tube, which was designed by Cosmogen and is compatible with a crystal pearl or flexible brush, for a “soft and sensory-based application directly on the skin.”  

Bréau Meniger said this packaging meets some key requirements for the market: it’s ideal for layering, touch-ups and travel; its opening mechanism (the patented “open-close” rotating head) guarantees no risk of leaks; plus the packaging is also fully recyclable.  

In terms of the fragrance itself, GBC formulated a gel oil with oils made from natural ingredients that is alcohol-free and vegan. The perfume offers a powerful level of intensity and scent, even at a lower dose.  

Superga Beauty has also launched a “Layering Perfume” stick, which offers a dual innovation in its formulation and packaging.  

Cosmogen designed a bespoke container and applicator, made from a single material (PP or PCR) that is refillable, recyclable and water-tight. 

While GBC formulated a transparent neo-concrete texture thanks to its natural gelling agent. Its base of lightweight oils offers an extra touch of luxury to the intensity.