Signature Fragrance Release in Department Stores and Hotels
Products Including Perfumes and Air Fresheners Also Launched
[Asia Economy Reporter Lim Chun-han] Among the MZ generation (Millennials + Generation Z), scents like ‘○○Mungohyang’ and ‘△△Hotelhyang’ have gained great popularity, leading the distribution industry to focus on emotional marketing that prominently features signature scents. Department stores and hotels are applying differentiated scents to their store spaces and launching products such as perfumes and air fresheners.
◆Department Stores and Hotels Wearing Scents = According to the industry on the 15th, six ‘Plitvice’ scent diffusers have been installed on the 5th floor of the men’s overseas fashion section at Lotte Department Store’s main branch. These were developed in collaboration with Centon, which is in charge of scent marketing for Lotte Department Store and famous hotels. Plitvice is a blend of citrus, bergamot, yuzu, clove, and other fragrances, evoking the feeling of walking along a forest path surrounded by a clear lake. Lotte Department Store plans to install additional diffusers in line with the floor-by-floor renovation schedule of the main branch and eventually expand to all stores through regional hub stores.
AK Plaza will introduce its signature scent at the Gwangmyeong branch, which opens on the 29th. The Gwangmyeong branch applied the ‘Morning Splash’ scent throughout the shopping space in line with the ‘Urban Grove’ theme, which expresses a small forest in the city. Morning Splash is characterized by the image of fresh breeze and lush plants. Together with indoor green interior design, it aims to give customers the feeling of being in an actual garden.
Hotels are also focusing on developing their own unique scents. L’Escape introduced a car air freshener featuring its signature scent that captures the hotel’s intense colors and sophisticated atmosphere. The L’Escape scent is characterized by a subtle rose fragrance and was created by world-renowned perfumer Alienor Massenet, who also created perfumes for Penhaligon’s and Maison Margiela. A L’Escape official said, “Thanks to the popularity of perfumes, candles, and room sprays, we have developed a wider range of products,” adding, “We will continuously introduce products that embody L’Escape’s personality.”
◆Growing Fragrance Industry = As a major marketing tool, the global fragrance industry is steadily expanding. According to UK market analysis firm IAL Consultants, the global fragrance industry size is expected to grow from 28 trillion won in 2017 to about 40 trillion won in 2022.
In Korea, the market for fragrance-related products is also rapidly growing. At CJ Olive Young, sales of diffusers, incense sticks, and candles increased by 10% from July to the 11th of this month compared to the same period last year. At 11st, sales of incense sticks and aroma lamps from January to the 12th of this month increased by 83% and 72%, respectively, compared to the same period last year.
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
